In the virtual eyes of intelligent systems, human beings are first and foremost the sum of their data. Moreover, in times when they increasingly satisfy their everyday needs digitally, humans increasingly becomes the sum of their actions: What does they consume, evaluate and share when, from where, and with whom?
Artificial intelligence and data motors
A smartphone can tell you a lot more about a person than even their relatives and acquaintances can and in some cases even better than the person themselves. Thanks to the constant development of AI-based image and speech recognition, even a wink is enough to identify a person and their interests.
The travel company TUI also relies on AI-based recognition of facial expressions in their »Destination U« service. As the user views a clip about various travel destinations and recreational activities, the system captures the emotional emotions on his face and then creates a recommendation for the perfect vacation.
IBM Watson’s »Tone Analyzer« focuses rather on the language. Watson is able to detect emotions in social media posts and, for example, allows customer service to react quickly to negative comments. The abilities of AI even go so far that they can trick themselves.
Researchers at the University of Toronto have developed an algorithm that protects photos from facial recognition technologies. Special pixels in a photo, which are barely visible to the human eye, are changed so that the facial recognition algorithm has no chance of identification.
Can we trust artificial intelligence
The thought of the technological power of such systems can be strange, perhaps even frightening. As a human, does you still have control over your data, about your actions? Or do you only interact with AI at your side?
Concerns like these are understandable. It is therefore all the more important, as a digital company, to come to the task of reversing these concerns. After all, with all the advancements of the machines, it remains the human being who programs and controls them, who feeds and trains the neural networks with data.
Education and transparency on the nature and purpose of data use with the help of AI are the first steps to take responsibility as a digital player. n order to leave dystopias on machines that seize power over humanity to the movies and instead to provide for a future with and not in spite of or against AI.
Artificial intelligence and DNA
Consumers are aware of the value of their personal information and are willing to share this sensitive information with companies when they trust the organisation. What companies need to meet customer requirements in the digital age can be found in this year’s brand new trend book Handelskraft 2019 »Digital DNA«.
In addition to trends and industry insights, the trend book, exclusively available for retailers, manufacturers and publishers, provides up-to-date facts and figures about brands in the digital age. Even more info about the 2019’s digital business compass can be found here.