In 1816, English writer Mary Shelley wrote “Frankenstein”, the fictional story that is thought to have laid the foundations for modern science fiction literature. At the same time, the same project introduced in the collective thinking the idea of an artificial intelligence, the challenges that would bring such an invention to a social level, the potential dangers and ethical aspects around this kind of scientific ventures.

Since then, the case of artificial intelligence has been a central affair of countless literary and cinematographic works, most of the time through a prism of intense pessimism and doubt about the harmonious coexistence of human beings. and “intelligent” machines.

Today, artificial intelligence is already a reality, not so much in the form of anthropomorphical constructs, but algorithms and automated systems, which are fueled by vast amounts of data and produce results useful for decision-making and execution of projects, which would not be feasible without its contribution.

The role of correct communication to clarify the roles of artificial intelligence as a tool for business development, strategy, customer communication and consumer approach is of paramount importance. It is fortunate that artificial intelligence systems are already in place in areas with a very obvious positive signs of their influence on our daily lives, which makes it very easy to transmit its message and its acceptance to the wide public.

The creation of a promotional campaign based on the rich stimuli produced by modern pop culture is extremely attractive for certain sectors.  In other cases, the adoption of artificial intelligence systems is located in even deeper and possibly more complex infrastructure frameworks, which pose a greater challenge for their correct communication approach, as they concern very little the consumer and addressed to trading partners, leading executives, marketing strategies, technical experts and generally all participants in critical decision-making, guiding the direction of small and large organizations alike. They move at a more abstract level and require a different communicative approach.

Artificial intelligence radically changes the physiognomy of many disciplines, such as marketing, which is transformed over time into applied data analysis science and even the so-called big data.  We are now able to see almost real-time consumer opinions, being imprinted on personal blogs or vlogs and other social networking platforms. Marketing campaigns are now more targeted, traditional forms of advertising in many cases are degraded with respect to the value they previously held, giving their place to other forms of communication approach and interaction with the consumer. It is more than evident that the way to communicate effectively is the key to consolidating a brand into the collective consciousness of consumers, creating long-term trust and dedication to the products and services that need to increase their customer base and expand in new demographic groups.

The hypothesis of artificial intelligence can pass through stereotypical forms, as depicted in short stories and sci-fi films, but in everyday practice, the conformation of a proper communication strategy should focus the interest away from these monolithic and imaginary representations and to attribute their true dimension, highlighting the opportunities, perspectives and benefits arising from the applications of artificial intelligence in the various areas of human activity.

In contrast to technological advances, communication remains an activity with much greater history and the same importance over time, while of course utilizing the latest technology of each era.  The successful corporate communication starts from the basic communication values that it implements in every era in the state-of-the-art technology and not the other way around. Shelley’s story was published in 1818. It therefore marks 200 years of discussion about artificial intelligence.  Of course, you do not have to wait two more centuries to form a communication strategy tailored to modern needs. Talk to us today!

If you liked the above, discover more:

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  • Dell EMC – see the future artificial Intelligence applications
  • Study by Aristea Papadimitriou (Malmö University) about the future of artificial intelligence and social media in communication (PDF)
  • The perspective of Google on the issue of the relationship between artificial intelligence and machine learning with communication and marketing (blog post)
  • Forbes advice for marketers on artificial intelligence 2018 (article)

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