![]() So where do we see the technology impacting brands, near-term and long-term? We will also explore the new types of marketing and media opportunities that these products could offer up, and finally we take a broader view on what it may mean to plan marketing communications five to ten years from now. In this book we have started by taking a look at some of the likely products - and what they will do. Put simply, if we start with what we know now, and simply ask the question "if that, then likely what?" If you ask this same question a few times you can start to see where things could go. That is why advertising, and therefore marketing, is most likely to be radically reorganized by this AI-revolution.Īlthough it is near-impossible to predict with accuracy how this landscape will look five to ten years from now, we can sense-out some likely scenarios using a logic-linked analysis. But, based on what we have seen over the last decade, most of the information-access and social-connection products are most likely to be advertising and data-supported payment models. At that point marketers are marketing to an algorithm not to the prefrontal cortexįor premium products where the producer of content can demand it, these products will be accessed on a pay-model. Within three to seven years we are likely to have unrecognisably more powerful systems that will start to make purchase decisions and purchases for us. And new categories of products that we cannot yet understand - potentially the more considered manifestations of IoT (Internet of Things) that offer a utility to justify the cost and the head-space required for consumers to consider them. The place where AI will become most visible will be in day-to-day consumer products - information-access, entertainment-centric and social-connection platforms accessed across multiple devices. AI-Enabled Marketing: The Implications for Marketing But it will also create new challenges, as personal AIs may take the place of traditional advertising for many consumers. On the one hand, there will be far better tools for finding new audiences and for delivering customized ads to the right customers. The new world of intelligent machines will create many new opportunities as well as new challenges for brands. This may seem like a distant possibility, but the immutable march of Moore’s Law - the mega trend in technology that says computers will progressively get twice as fast and cost half as much every 12–18 months - is turning science fiction into a reality in which consumers exist, and in which marketers need to operate. Sentience is a minimalistic way of defining consciousness, which otherwise commonly and collectively describes sentience plus other characteristics of the mind.It’s time to start thinking about what this means, both for our lives and, yes, for marketing.ĪI applications will be largely ad-supported, meaning that marketing will be one of the first disciplines disrupted by AI. In modern Western philosophy, sentience is the ability to experience sensations (known in philosophy of mind as “qualia”) Eighteenth-century philosophers used the concept to distinguish the ability to think (reason) from the ability to feel (sentience). Sentience is the capacity to feel, perceive, or experience subjectively. on – theories – of – sentience -a- talk – with-magnus-vinding ![]() Not only pain and pleasure but, for instance, to perceive. I’ll use the word sentience for experiences of suffering and enjoyment, and consciousness for subjective experiences in general. Manu Herrán : Let’s start with the very beginning. Within experimentation I include the ability to feel pleasure and pain, but I also include having a point of view, being someone, perceiving, having “ consciousness “. Subjectivity (or Consciousness ) is the ability to experiment. There is no doubt that sentience has moral relevance. Sentience is the ability to have pleasurable or painful sensations, which implies having preferences and interests ( avoiding pain, seeking pleasure ). That is why we say that sentience focuses on what is morally relevant. » We use a definition of “sentience” that refers to subjective experiences that can be positive or negative, such as pleasure and pain, or enjoyment and suffering, and we leave out of the definition those experiences that are indifferent. ![]() “ Consciousness is exciting intellectually, but sentience is what is morally relevant.” » Sentience is a relatively new (polysemic) word that is commonly used to refer to the ability to experience pleasure and / or pain. ![]() Sentience implies the capacity for positive or negative experiences, such as pleasure and pain, suffering and enjoyment. » Sentience is a concept very close to the idea of consciousness, but sentience is, in our opinion, focused on what is more morally relevant. ![]()
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