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OPINION
Getting personal with AI
AI provides opportunities to bolster our understanding of our intended audiences while supporting our efforts to refine our messages.
W e all long to connect, and I mean the royal “we” as it relates to anything and everything. Humans strive to connect with other humans, with nature, with themselves. A lot of animals gather in packs and create communities. Plants crave sunlight or a breeze or insects. Robots – well, we like to think they desire to experience human feelings and connect; remember the character Data from Star Trek: The Next Generation ?
Javier Suarez
German social psychologist and psychoanalyst Erich Fromm said, “The danger of the past was that men became slaves. The danger of the future is that men may become robots.” Robots and artificial intelligence have been around for a long time, but we are now in an era where these tools are widely available for us mere mortals to use. This reminds me of a phrase commonly associated with Spider- Man: “With great power comes great responsibility.” At this juncture, we must remind ourselves to embrace these tools responsibly, ethically, and as humanely as possible. We need to get personal with AI.
Marketers consistently talk about the need to make our initiatives, campaigns, and collateral about “them,” meaning the clients. In the pursuit of overcorrecting the common mistakes of only talking about “ourselves” and flip things on “them,” sometimes we fail to acknowledge that content should really be about “us.” Associations, partnerships, relationships, joint ventures, preferred vendors, you name it, they all come down to connections. In the ongoing conversations about AI and its impact on the AEC space, AI can be leveraged to
See JAVIER SUAREZ, page 4
THE ZWEIG LETTER FEBRUARY 26, 2024, ISSUE 1526
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