Reflections on a marketing convention
Who would have thought I will end up thinking about our human condition right in the middle of the marketing conference Digital Branding Analytics Miami 2019 Conference #DBAmiami
Turns out I did! Didn’t see it coming but it happen right in the middle of Sean Gardner’s presentation on using AI for business.
When Sean Gardner brilliantly presented some of the most amazing tools available for your business to utilize AI for videos, blogging, creating logos, and influencer search I turned around to look at my friend and colleague Carlos Garrido who happens to be a great content creator and despises the way technology is aiming to substitute humans in the craft of creation.
I understand and have shared his position, since I, as a content developer, have been affected and have seen the simplification of what used to be a complicated creative processes when editing and generating content for an audience that demands new material on a 24/7 basis.
Lately (for the past 5 years) I’ve been obsessed with the future of work, and what jobs will be left once the machines reach the understanding of that thing I can’t define that makes us humans.
I’ve held the position that Self Realization in Maslow’s hierarchy needs pyramid will be complicated to emulate by machines. After a lot of consideration trying to understand certain patterns in history, I’ve come to think that the thing that makes us human is intertwined to the fact that we, as sons and daughters of an oscillating universe, also tend to oscillate as a natural reaction to the expected.
Don’t take my word. Just skim through the pages of any art history book, and see how movements such as Abstract art (that we now consider normal) were born as a reaction to the status quo. We see it happening in every field you can think of. Punk Rock as a reaction to the commercialization of Rock and Roll, or Grunge Rock to protest against Glam Rock and the heavy metal bands that only produced catchy ballads.
So the fact that tools are learning to normalize beauty, and have succeeded in facilitating and democratizing what used to be complicated processes of editing, creating a logo or writing a blog post doesn’t come as a surprise in a world that is craving for average content that appeals to our basic needs. While that is the norm, I applaud these tools, and I have to confess I’m excited to jump in the wagon to incorporated them to my daily routines, as long as they don’t detract from my ideas.
What does come as a surprise is to see how the young generation is coming to reject some of these aesthetics. My eldest daughters who happen to be 13 and 11, can spend hours looking a editing challenges in YouTube in accounts such as Jacksucksatlife, where imperfection not only seems to be the norm, but is also celebrated.
I could have thought this was an isolated pattern but then I ran into an interesting article in The Atlantic titled: The Instagram Aesthetic Is Over, where Taylor Lorenz writes about influencers who “reject the notion of a curated feed in favor of a messier and more unfiltered vibe”
It’s the resistance to the expected, to the trend, giving birth to the rejection that produces that oscillation or nonconformity that characterizes us as humans.
It is not state secret, so It’s just a matter of time until AI picks up on this oscillation, and strikes the perfect balance between perfection and chaos. Quantum computing might bring computation solutions that we won’t even understand, and I don’t even want to start philosophizing on its capabilities because I fear that I might be starting a discussion on sentient robots, and I don’t want to enter Isaac Asimov’s territory. Not yet.
Meanwhile, as I mentioned in my blog post on the Future of work, as I was paraphrasing author Ellen Shell: It’s not about solving the problem is about knowing what problems to solve.
This phrase made all the sense in the world, when Sean Gardner, keynote speaker, Forbes #1 Social Media Power Influencer, Digital Marketer spoke about the opportunities currently available to explore a career as an Artificial Intelligence Ethicist.
Later, in an exchange with Mr Gardner, he encouraged me to continuing to follow AI trends closely. He wrote: “The more you know about AI (trends, coming jobs, etc) the more you will be able to jump on the opportunities that will open up in the next decade”.
Again, the key to remain relevant is not just to solve problems, but know what problems to solve.
STATUS: The key to remain relevant is to remain curious.
Sean Gardner on using AI for Business at the Digital Branding Analytics Miami 2019 #DBAMiami: