Flash forward to today. Over time, magic has become a reality and we have learned to integrate new ways of communicating into our lives.
Sending a message has become easy, taken for granted.
Feeling understood has not.
But in recent times we have seen some of that magic again that made us fall in love with it as kids. We can't stop talking about generative AI and ChatGPT anymore. AI has managed to bring back some of that lost magic.
Few visionaries among us would have been able to imagine challenging the school system with a chat or that artists would fight the first battles against AI.
Artificial intelligence is changing the way we live, work, love and even think. We haven't seen a revolution like this in a while.
Hype off the charts.
Millions of news stories.
Little clarity.
Talking to a brand as naturally as we interact with ChatGPT seems impossible. Old relationships that fail to evolve. With them, the future has stopped in the past.
But what is going wrong with brands and AI?
Theenemies of our story are three.
Enemy 01
Uncontrollability
AI, one of the most powerful technologies in recent years. One of the most uncontrollable technologies ever. OpenAI realized this after publishing ChatGPT. Hundreds of millions of messages with as many different responses. Variations on variations, multiplied ad infinitum. No brand, organization, or company in the world would risk talking to its customers without any idea what the next message would be. Each brand is a microcosm of unique information. Specific information that generalist AIs like ChatGPT simply do not know. In protected contexts there is a need for clear instructions, demarcated boundaries and specific information. Without control, the magic of AI risks turning into psychosis.
Enemy 02
Difficulties in adaptation
Whenever we interact with each other we let our identity do the talking. You have a unique tone of voice. Values you believe in, stories you like, and little quirks all your own. Brands and companies are the same. All unique in their own way. AI, however, is a suit that fits everyone. With no special features or typical shapes. Every brand communicates differently, and adapting the potential of generative AI to these tones of voice is still a difficult task. The magic of AI has to be tailor-made.
Enemy 03
Complex implementations
One of the special ingredients of the magic of technology is its accessibility. When it reaches the world, it is open to everyone, without distinction. The most revolutionary technologies have always been democratic and universal. Today, however, it is not the same with AI and brands. Lost in a tangle of hype. Colossal AI projects. Lengthy implementations and models that have little of AI. Then the hype fades, but brands' need to communicate remains. Reality should not be so complex. AI needs simplicity in order to reach everyone.
Brands have lost sight of the nature of AI and its benefits. They have been overwhelmed by enemies and lost in the dark forest.
The magic of AI from them has not yet arrived.
But it is still not too late.
What if we could bring the same magic to talking to brands?