inteligencia artifical

Amor, series y Robots

Este año se cumplen 20 desde que Matrix llegó a nuestra vida para cambiar nuestra percepción de la realidad.

Es más, podemos decir que replanteó el mito de la cueva de platón y lo hizo accesible a todas las capas sociales, pero, no estamos aquí para debatir (que seguro que sí) si Matrix se estudiará en las clases de filosofía de las próximas generaciones.

Hemos venido a reivindicar que nuestro segundo renacimiento ya ha comenzado.

Como bien planteaba la película, el ser humano se regocija en su propio progreso.

Hemos confiado varios aspectos de nuestra vida a la máquina.

¿No? pregúntale a tu yo del pasado.

¿Acaso imaginabas descubrir una película de culto sin la necesidad de tener que leer críticas en medios especializados o ligar solo con la ayuda de tu dedo índice?

Pues sí, está pasando, lo estamos viviendo y no hemos sido conscientes de ello.

Matrix lo vaticinó, nuestra realidad está siendo controlada por los primos hermanos de los ceros y unos.

Este 2019 nuestra vida está dictaminada por los algoritmos que escogen por ti, pero no siempre toman las decisiones más correctas o coherentes.

Es más, los algoritmos descartan factores como la moral humana.

Hace unos días salió a la luz la forma que Tinder tenía de emparejar a la gente, bajo el supuesto sistema de puntuación ELO, la plataforma de citas basaba su ranking de fichas en el número de interacciones, de selecciones, de matches…premiaba por tanto a quienes eran más escogidos por otras personas.

En resumidas cuentas: los guapos con los guapos y los feos con nadie.

A no ser que pagases por desbloquear ciertas ventajas… ( es lo que tiene la economía colaborativa).

Este caso no sería tan importante, sin embargo, se destapó o mejor dicho, llegó a los oídos de la gente casi a la vez que el caso de Netflix, cuyo algoritmo implantado en 2017 hace que según tus búsquedas y gustos te salga un contenido parecido producido por la plataforma de la forma más visual: adaptando sus miniaturas a aquello que acabas de ver.

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Es decir, Netflix premia sus producciones originales ante el resto de contenido.

Y parece que esto nos hace la vida más sencilla y tenemos la falsa sensación de satisfacción por descubrimiento inconsciente, como si recién hubiéramos salido de la cueva de Platón.

La sociedad está tornando en una línea recta, un pasillo.

Un recorrido en el que empiezan a tomar decisiones por nosotros y que comienzan a distorsionar nuestra cultura, nuestra visión o nuestro control.

Los dosmiles quedaron muy lejos y sin embargo este año, por mucho que nos separen dos décadas, estamos más hermanados con Matrix de lo que parece.

Javier Rubio

Creative Copywriter

DIGITAL MARKETING GAME CHANGERS

We’re going to be taking a look at a couple of the upcoming digital market trends that are guaranteed to be game changers in 2019

Artificial Intelligence (AI) and Machine Learning (ML). You’re thinking of a distant future aren’t you? Then perhaps you’ll be surprised to know that it’s likely that you’re already using AI and Machine Learning tech on a daily basis; social media platforms, plagiarism checkers, autopilot during commercial flights, Uber… However, we don’t really consider these as uses of AI and ML and take it for granted. AI and ML continue to hustle for their place in the world of digital marketing, and it’s true that most brands and agencies are still relatively reluctant to embrace them. However, the constant evolution of digital marketing means that those who were once hesitant are having second thoughts and investing more in the possibilities of AI and ML. 

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But what is ML exactly and how does it differ from AI? Firstly, Machine Learning is the science that goes into making a computer learn and to ensure that it continues learning using new information that has been collected, just like humans. The difference between ML and AI is that the latter requires ML in order to learn yet that it has the capability to take these learnings and act upon them as a human, whereas ML is restricted to a learning pattern.

 

We are aware that these exist but we are yet to unlock their full potential. Here’s a look at what we can expect in the coming year from AI.

 

ARTIFICIAL INTELLIGENCE (AI)

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 Our focus today is a step beyond Machine Learning and set our sights on Artificial Intelligence. AI is the name given to a machine that can think or act as a person. For example, when a person asks their AI device a question, the device is programmed in a way so that it can think and respond as if a human being. To determine whether a machine can act as a human being and deemed as AI, the Turing Test must be used. Alan Turing was an English mathematician who found a way to determine whether a computer can resolve tasks in a human manner and fool the interrogator making them think that is indeed a human and not a machine.

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Since then, computers have become vital in the way people live their lives but it’s the use of AI that initiated the beginning of a new era. In a world that is governed by the internet and browsing, there is reason to aggregate data about users. Doing so allows companies to invest in technologies that make the interaction between a person and AI flawless, having a huge impact on companies and their operations. In addition to the answering capabilities that a machine has, data learning also gives it the the ability to predict the customers behaviour and reply in a more personable manner. As UX design is key to maintaining an audience on a web page or app, AI does just that. It eases the experience of the user, as it will create instant ‘human’ interactions between the brand and customer, and the capability to keep learning by itself. Therefore, any new data that it obtains means AI can continue to learn and build its knowledge of a user or group of users.

 

Through this method of learning, AI is able to reach a specific target market, which focuses on age, gender, interests etc. It will find and approach a specific demographic that is desired by the brand. All this help marketers reach their intended audience with their message and interact with them to create awareness by suggesting products or promotional deals.

 

Plenty of firms already rely on AI, as it can provides ‘human’ connection and deliver a seamless experience between them and the user. Perhaps you’ll be surprised to learn that it’s not only firms that rely on it, but us too. Did you know that on Facebook, when you upload a group photo and it can can recognize your friends, that’s AI. When you want to go from point A to point B and you use a mapping app for route, timing and traffic avoidance recommendations, that’s also AI.

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But what does this actually bring to the company investing in it. As Return on Investment (ROI)  is major statistic to determine if whether a company is succeeding or not, it is AI’s ability to retain and help the customer that the company benefits from. As mentioned above, the enhancement of UX with AI facilitates the targeting, delivery of message and shift towards the buying process. It’s the latter goal that the company is ultimately chasing and all the data collected helps companies to create a marketing strategy according to the customers preferences and usage patterns, emphasising their interests to reel them in. Who knows, perhaps you’re the next catch.  

 

This is just a top line look at what AI has in store for us but we have only just started to unlock its potential. With self-driving cars, in-store customer assistants and super doctors already becoming the norm, who knows what else is just around the corner.  

 

Alexandros Charalambous

Traine MPC