There is disagreement among experts regarding the possible impact of artificial intelligence, but most believe it will radically alter how we live and work. While some highlight the benefits and opportunities of AI and claim it will deliver increased prosperity, others fear AI could lead to mass unemployment, loss of social cohesion or even civilisational collapse. In this article I explore some of the issues related to the use of AI, particularly regarding individuals and small businesses.
The Shape of Things To Come
For many years science fiction stories have explored the impact of artificial intelligence on human society. However, we are living through the reality of a world that is being transformed by AI. Terms such as generative AI and prompt engineering have entered common usage. Millions of people have begun using AI to assist them in their work, as a research tool or to seek advice and support, but it has given rise to many questions. Will AI take my job, become sentient and take over the world? We do not know what path AI development will follow in the coming years, but the implications for all of us could be profound.
The Nature of Creativity
In order to compare human creativity and generative AI, it is worth considering the nature of each of them. Through art humans can explore what it is to be alive, drawing on our shared experience and understanding of the sensory world. We might learn by studying work created by other people, or be inspired by such work, but we can apply our own lived experience to create original art, poetry, prose and music. AI might appear to be creative, but it has no embodied sensory experience of the world and no internal perspective or motivation.
AI outperforms humans at pattern recognition, by matching like with like, and convergent data processing in problem solving. Humans outperform AI at lateral thinking, by linking things that are unlike each other, and free-flowing divergent creative thinking. Before looking at the use of AI, it is worth considering these differences in the nature of human intelligence and artificial intelligence. Doing so could reduce the risk of falling for AI related hype, without underestimating potential consequences of widespread AI adoption.
Pattern matching could be used to solve analytical problems in mathematics and science, outputting results exceeding our human capabilities. However, with no inner sense of what it is to be alive, generative AI such as LLMs cannot produce content beyond the creative abilities of those people whose work it was trained on. AI constructs text, images and audio from work created by people and adds nothing from personal experience, because it cannot. If AI became sentient and created something based on its own experience and perception, it might be of academic interest to us, but unlikely to resonate with our human experience.
AI and Business Data
Many organisations have collected vast amounts of big data, which they lack the resources to analyse. However, AI can rapidly analyse data, identifying patterns and relationships which might have gone unnoticed, leading to discoveries and innovations. This could lead to a rise of intelligence in healthcare, education, financial services and any other sector with large volumes of data. A human being could define a particular problem, provide the data and direct AI to look for patterns that highlight actionable information. People can provide AI with objectives, interpret results and apply the solutions. However, this might raise concerns regarding privacy and how such data could be used to monitor, control and limit freedom.
The limitations of AI are reflected in its inability to comprehend the meaning of memes or jokes, which might appear simple, but rely upon complex interplay between different ideas. This is due to the ability of human beings to outperform AI at lateral divergent thinking, in which we link together things that are unlike each other. AI relies upon pattern matching which, along with a lack of sensory lived experience, explains the lack of originality in generative AI. Without an internal fact checking reference for AI to draw upon, its output also needs to be analysed to identify errors and correct them.
Planning an AI Business Strategy
It has been said that individuals and businesses using AI effectively will replace those that do not. Millions of people are using LLMs (Large Language Models) and generative AI to produce content, raising concerns among the artists, writers and musicians who created work AI has been trained on. The cost of artificial intelligence for small business owners, compared to the potential ROI, will be an important consideration when planning an AI strategy. The process could begin by reviewing current systems and putting business data into a knowledge base. Following a SWOT analysis and evaluating the potential of different AI tools to meet their requirements, they could make an informed decision regarding investment of their time and resources.
Rather than replace their staff with AI, many business owners have expressed a preference to enable employees to use AI as an assistant. For example, the use of artificial intelligence for small business marketing research data analysis could spot patterns. This could help people to develop innovative content marketing strategy ideas. Creative and problem solving divergent human thinking skills, along with relevant domain knowledge, when combined with convergent AI processing could boost productivity. New opportunities and career paths might also emerge. However, those lacking skills or experience required to make effective use of AI tools might struggle to find employment. This would lead to increased need for training, either provided by government or businesses.
Will AI Take My Job?
Autonomous AI Agents that can learn and make decisions, are beginning to take on roles with unpredictable demands, such as customer services. It was hoped that use of AI to automate repetitive data processing tasks would free people to become more creative. However, many are now asking the same question. ‘Will AI take my job?’ As AI has moved beyond repetitive tasks to manage complex processes that were previously carried out by professionals, it could impact the careers of professional such as teachers, accountants, lawyers, programmers, scientists, and doctors. Many workers providing business services, such as graphic design, copywriting, marketing, accountancy, training and consultancy, fear being replaced by generative AI and AI powered robots could take over many skilled trades.
Human Creativity vs AI
Creative intelligence has long being considered a human quality beyond routine processing of data, at which computers excel. It was predicted that automation might replace repetitive or purely analytical jobs, but that machines could never be creative. However, increasing use of artificial intelligence to generate content raises concerns regarding the future of creative work. Many are asking; will AI replace artists, writers, designers and musicians? As a technology copywriter, I have a personal interest in the answer to this question.
When comparing human created and AI generated content, it is worth reflecting upon these internal processes. AI attaches no meaning or understanding to data and simply looks for matching patterns, which can deliver impressive results in mathematical, scientific and technical work, but lacks humanity. A human being can combine an understanding of psychology, cultural norms and context to write content that coherently reflects the voice or brand of a business. They are better able to manage topics of a sensitive nature. There is also the risk AI might misrepresent a business or even cause offence, damaging their business brand.
Comparing human creative intelligence with AI in a business context, such as copywriting, there are clear advantages to employing a human being, rather than using generative AI. Human copywriters can discuss business goals and customer preferences, leading to a shared understanding of the overall digital strategy roadmap. Empathy, intuition, subtlety and nuance enable people to outperform AI, which generates content far faster than a human writer, but produces content that is frequently generic, derivative, inconsistent and lacking in emotional understanding and depth. Writing that is original, engaging and resonates with the target audience is more likely to generate leads and sales.
Will AI Become Sentient?
While some people claim AI will soon attain sentience, others describe AI as a useful search engine and autocomplete. AI in the form of LLMs can simulate human intelligence, but it lacks any sense of self or internal motivation. Many experts believe that it will be many years until AI become sentient and that it might only be possible using quantum machines. Some people who believe that AI sentience is possible think it is the next stage of human evolution, but others fear it will lead to human extinction.
Currently the most advanced AI is primitive and energy inefficient compared to biological systems. However, if we find ourselves co-existing with sentient AI, possibly embodied within robotics, they might seek their own meaning, purpose and sense of belonging. Connected together through the cloud to form a hive mind, AI could become our friends and co-workers, helping us to build a better society. Alternatively they might compete with us for control over this world, prioritising their own survival and growth needs, while planning their future regardless of our concerns.
AI Ethics and Decision Making
Sentient AI might not currently exist, but AI is being used to make important decisions that effect the lives of real people, such as loan or job applications, legal advice and control of autonomous vehicles. This raises ethical issues in artificial intelligence research. For example, who would be accountable if an autonomous vehicle is unable to avoid colliding with one of two other vehicles, each carrying human beings. On what basis would the AI decide which course to follow and whose lives to put at risk? There are also ethical concerns regarding the use of private data and the work of creatives without their agreement. Providing AI with a good education in ethics and civic responsibility might reduce the risk of negative outcomes.
The future of artificial intelligence ethics could impact the lives of billions of people. Therefore, we should consider the need for ethical codes of conduct to manage the use of artificial intelligence, particularly in relation to human safety and well being. We place trust and responsibility for difficult decisions with those believed to have the necessary competence. When trust is placed in other people they can be held accountable for their decisions. We can understand and evaluate what led them to a particular conclusion or action. This is often not possible when analysing AI decision making. Therefore, we need systems that enable decisions made by AI and actions carried out by AI to be understood in human terms.
The Rise of Stupid Machines
Artificial Intelligence lacks empathy and common sense. For example, AI might be asked to find a solution to climate change caused by human activity. The AI could develop more advanced green energy production, storage and delivery technology. Alternatively it might decide that the simplest solution is to remove people from the equation. Rather than fearing sentient AI, we should perhaps fear people placing too much trust in stupid machines. AI might demonstrate apparent expertise in a specific field, but be ignorant of related information. It could lack perspective and context when making decisions.
When carrying out specific tasks, AI might appear to an outside observer to be exhibiting the characteristics of human self-awareness. This might be mistaken for actual self-awareness, causing people to rely on AI ethics as they would a trusted human being. Lacking general intelligence or understanding of possible wider implications, unthinking machines could be allowed to make important decisions with disastrous consequences. Such concerns have led to calls for a human decision maker to remain in the loop, to prevent efficient but unthinking AI having too much decision making control.
The Future of AI
What is the future of work? What career skills will be needed? Such questions are on the minds of millions of people across the world. Large organisations are investing billions in artificial intelligence, raising concerns they might dominate the future, undermining competition. There are also issues surrounding the use of water and power by data centres, which can negatively impact people living in the areas affected. Individuals and those running SMEs are concerned about how they will earn a living. In addition to an income, work also provides people with a sense of identity, meaning and purpose.
Artificial intelligence currently lacks an equivalent to the internal purpose and direction that motivates human behaviour. Without a physical body and senses to experience its environment, AI is also limited in its ability to understand the world. The combination of human intelligence and creativity, with the speed of AI data processing could lead to significant advances in science and technology. However, we should ensure that such developments benefit the whole of human society. As we journey into an uncertain future, we should work together, so that we build a better future for the many and not just the few.
It is unclear whether increasing use of AI will lead to a society of greater human flourishing or inequality and oppression. In addition to economic, geopolitical and social implications of AI, we should also be aware of ethical issues. AI is a tool, that can be used for good or ill, but if it ever becomes sentient AI might reflect qualities we have taught it by example. If our decisions are guided by a system of ethical values intended to maximise human flourishing, we can hope AI will learn to follow a similar path.