How people to relate to AI (and why companies should care)

How people to relate to AI (and why companies should care)

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A lot of the discourse around AI right now is focused on AI in business. How can we align AI development with business goals, and integrate into business operations for a strategic advantage?

 

But something that’s often missing from the conversation is how people experience AI on a personal, individual level. Not for the benefit of business – but for the benefit of everyday life.

 

The two issues are, of course, closely interconnected. Commercially available AI tools have immense implications for industry and economies, as well as for human life. When we focus only on the business side though, we forget why we got here in the first place: humanity has an endless drive to explore and innovate, and advancements in AI are evidence of that.

 

Someone who is talking about people’s personal experience of AI is Jordi van den Bussche (Founder and CEO at JVDB Studios). So we caught up with him to find out why brands need to dig deeper into how people feel about AI.  

What are the most exciting projects you've worked on in the last six months?

“I've been deeply involved in projects that blend AI with entertainment. One of the highlights was developing an influencer who is fully run by AI. This project not only pushed the boundaries of conventional entertainment, but also showcased the potential of AI to create deeply engaging content experiences.

 

“Additionally, I love to focus on projects which lead the transition of AI. So, I’ve done a lot of workshops in the past few months to help people to not only work but also use AI in their day-to-day life.”

How do you see the relationship between AI developers and influencers right now? Do you think there's an opportunity to strengthen the future of AI and build consumer trust by leveraging influencers/creators?

“The synergy between AI developers and influencers is pivotal and still evolving. There's a tremendous opportunity to strengthen this relationship, particularly in building systems that provide content with the same entertainment value as I, a ‘real’ influencer, can.

 

“By collaborating closely with developers and influencers, both can help demystify AI technologies, showcasing their benefits and real-world applications to a broader audience. This collaboration is essential in transitioning this from a niche technical tool to a mainstream media technology that enhances everyday experiences.”                                                 

Building on that last question...how do you see the relationship between AI and 'brand' right now?

“Currently, there is a noticeable disconnect between the technologists developing AI systems and the brands that could propel these technologies to commercial success. Bridging this gap is crucial.

 

“Brands need to be more involved in the development process to tailor AI solutions that not only align with market needs but also resonate with consumers on a personal level. This approach will ensure that AI technologies are not only advanced but that the market is also ready for these technologies.”

And what responsibility do you think content creators/influencers have when it comes to the relationship between content, truth, and AI?

“As content creators, we have influence over public perception and trust. It is our responsibility to ensure that the content we produce, especially when intertwined with AI, upholds the highest standards of truth and ethics. We must be vigilant against spreading misinformation and strive to educate our audiences about the capabilities and limitations of AI, fostering a well-informed public.”

What do you wish was possible with tech that isn't (yet) possible?

“One aspect I wish technology could currently facilitate better is the seamless integration of AI in enhancing human cognitive and creative capacities without compromising privacy or autonomy. The future I envision includes AI that not only assists in mundane tasks but also helps in amplifying our creative and intellectual outputs.”

Did you miss our last interview with Jordi?

Don’t worry – you can read it here. And click here to find Jordi on LinkedIn.


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