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One question that keeps coming up in client discussions is about the future of adding human value when AI is pushing back the boundaries of what AI can do…
If AI can automate an entire insight, brand strategy and ideation project from start to finish, where will I be adding value in the future?
I think this question applies equally to people in agency and client side roles.
It’s hard to say what the answer is. Who knows what boundaries AI will be pushing against next. But for now here’s my top 7…
Asking the right questions
Machines are great at answering questions, but they need to be the right questions in the first place. Even in a world of AI humans expertise will be setting the agenda.
Challenging and provoking
Machines will accept what we ask and tell them, will take this as a starting point and take us forward form there. But sometimes its more than answers we need, we need to be challenged and provoked, emphasis and emotion can play a huge role in directing an audiences attention to what matters. Something machines may struggle to do.
Real world experience
Machines can analyse the world and tell us about this world base on what they’ve learned, but they don’t live in and experience the world. This human experience will always help us get to places that go beyond logical analysis.
Human empathy
Machines can talk about people and emotions. But they don’t feel. Our empathy for other people is a key factor on how we process and interpret information.
Commercial application
Everything we do is in the service of building business and brands. The deep level of commercial understanding needed to translate knowledge into decisions and actions will likely be hard for machines to replicate. Will we want machines to make these decisions?
Influencing people
Information and knowledge don’t existing in a vacuum. Who is telling you something, where, how and why has a great influence on how you respond. It’s about relationships. Forging strong relationships and influencing people through shared experience of a journey together is the preserve of people, not machines.
Navigating organisations
Ultimately it’s businesses that manage brands, and these are complex organisations that have to be galvanised as a group of individuals to deliver against a common aim. Increasingly these are not command and control structures, people need to be inspired to follow a vision, and machines are unlikely to provide this inspiration.
Of course none of these skills are new, in many ways they’ve been the benchmark of outstanding work for clients and internal stakeholders. But increasingly these skills will become the core requirement in our roles, rather just a sign of excellence.
100% Virtual projects are here and they are going to be a game-changer. They won’t take humans out of the loop, but they will transform the way we add value
If you want to know more about ONE Strategy Studio and our vision for AI driven virtual projects in the insight brand strategy and innovation space then please do get in touch.
