Nadio Granata is the co-founder of the Age of Human Think Tank, a Fellow of the Chartered Institute of Marketing and of The Higher Education Academy. The FEARLESS Conference, hosted at White City House, London by @Katie Bell and her team provided a timely and valuable opportunity to discover where current thinking lies within the AI ‘curious’ community.
The FEARLESS Conference was organised by a collective of skilled women from Aligned Studios, The NY Collective, and The 5Gs, these events aim to challenge perspectives and inspire conversations about AI’s future.
The following is a #ChatGPT summary of my notes taken from the event and do not necessarily represent the views of the speakers.
Introduction
The Fearless Conference at White City House recently brought together industry experts and thought leaders to discuss the current state and future of ai thinking in the UK. The event was filled with intriguing discussions, innovative ideas, and thought-provoking
insights… and great networking!
In this blog post, I will delve into the key takeaways from the conference and explore how they can shape the landscape particularly of marketing in my niche ie the high-tech sector.
1. The People Behind AI: The Root of its Challenges (Suki Fuller)
Suki Fuller highlighted an essential aspect of artificial intelligence (AI) – the people behind it. She emphasized that the flaws or issues with AI are often a reflection of the people involved in its development. This insight urges us to consider the ethical and responsible implementation of AI in high-tech marketing strategies.
2. Assisted Attendance vs. Artificial Intelligence (Sam Sethi)
Sam Sethi challenged the prevalent notion of relying solely on artificial intelligence. He proposed the concept of “assisted attendance,” highlighting that human involvement can often make more sense and lead to better outcomes. This idea prompts marketers to strike a balance between human expertise and technological advancements.
3. Embracing Global Thinking (Louise Hooper)
Louise Hooper stressed the importance of broadening our perspective and adopting a global mindset. In the ever-connected world of high-tech marketing, being too narrow or parochial
in our thinking can limit opportunities and hinder growth. By embracing global thinking, marketers can tap into diverse markets and leverage cultural nuances for effective campaigns.
4. Addressing Disadvantages for All (Panel Discussion)
During a panel discussion, participants raised the crucial question of whether AI implementation would disadvantage certain groups. This concern highlights the need for marketers to be aware of potential biases and ensure that their strategies are inclusive,
equitable, and accessible to all segments of society.
5. Exploring Pi: An Innovative Solution (Recommendation)
Attendees were encouraged to explore “Pi,” a cutting-edge technology or platform that promises to revolutionize high-tech marketing. While details were not provided, this recommendation invites marketers to keep an eye on emerging tools and solutions that can shape the industry’s future.
6. E Intelligence: A New Perspective (NG)
NG (that’s me!) proposed a name change from AI to ‘E-intelligence’, suggesting that the focus should be on enhancing intelligence rather than replicating human-like capabilities. This perspective challenges marketers to explore the potential of AI as an augmentation tool rather than a replacement for human creativity and decision-making.
7. Trust … but Verify (Panel Discussion)
The importance of trust and verification in the digital age was highlighted during the conference. With the rise of deepfakes and misinformation, marketers need to exercise caution and verify the authenticity of the content they produce or promote. Building trust with consumers becomes paramount in establishing credibility.
8. Guarding Against Gullibility (Sam Sethi)
Sam Sethi warned about the potential for high gullibility in the face of rapidly advancing technologies. As marketers explore new frontiers, it becomes crucial to maintain a critical mindset and evaluate the impact and implications of emerging trends. Balancing innovation with vigilance ensures responsible and effective marketing practices.
9. The Role of Surface and Platform in Creativity (NG)
NG sparked a discussion on the role of the surface or platform in creativity. While the focus is often on the end product or idea, the surface or platform on which it is presented can significantly impact its reception and success. Marketers should consider the medium (and platform) through which their creative content is delivered to maximize its impact. Not all ai tools work well!
10. Job Opportunities: Prompt Engineering
As the high-tech sector continues to evolve, new job opportunities emerge. One such opportunity mentioned at the conference was prompt engineering. Marketers should be open to these new roles and opportunities.
Conclusion
The Fearless Conference at White City House provided valuable insights for marketing consultants in the high-tech sector in the UK. From discussions on the ethical implications of AI to the importance of global thinking and trust verification, these key takeaways offer a roadmap for shaping the future of high-tech marketing.
It is evident that the success or failure of AI lies in the hands of the individuals driving its development. Responsible implementation, consideration of biases, and inclusivity are vital to ensure that AI benefits all segments of society. While AI offers immense potential, Sam Sethi’s concept of assisted attendance reminds us that human expertise and judgment still play a crucial role in driving effective marketing strategies.
Adopting a global mindset allows marketers to tap into diverse markets and leverage cultural nuances for successful campaigns. Simultaneously, the caution to guard against gullibility and the emphasis on trust verification highlight the need for marketers to be vigilant in an era of deepfakes and misinformation.
Creativity, as mentioned by NG, encompasses both the idea itself and the medium through which it is delivered. Marketers should carefully consider the tools they adopt and their integration into the work they present. We are and always will be evaluated not just by the impact we make but the brands (apps) we use to make this impact happen.
Lastly, the high-tech sector’s continuous evolution presents new job opportunities, such as prompt engineering. Embracing these roles and staying open to emerging trends and technologies will ensure marketing consultants remain at the forefront of innovation.
The Fearless Conference has provided valuable insights and food for thought for marketing consultants in the high-tech sector in the UK. By embracing responsible AI implementation, global thinking, trust verification, and creative delivery platforms, marketing professionals can shape a future that combines technological advancements with human expertise, driving successful campaigns and unlocking new opportunities in this dynamic industry.
