When Hurricane Helene hit our area in September 2024, not only did we face physical challenges — loss of power, Internet, and communications; unsafe travel; flooding — there were psychological and emotional challenges due to the trauma and shock of what everyone was experiencing.
Four days following the storm, I managed to reconnect briefly to the Internet using a friend’s service. As I searched for stories and images of Helene and the effects to our and surrounding areas, I was appalled. Not because of the stories (though they were heartrending), but because the advertisements that appeared in the videos showed tropical beaches, people having drinks under the palm trees, and images of the Caribbean, before the news reel appeared of flooded towns and mud-caked roads and buildings.
The advertisements angered me.
Perhaps artificial intelligence (AI) triggered the images because of the towns I had typed in, which, under normal circumstances, are typical tourist areas. Yet clearly the resulting advertisements were in poor taste, insensitive to what I, and many others, were currently experiencing.
Although we cannot fully control how algorithms operate, this experience was further proof that AI-generated content alienates consumers, reduces sales, and negatively impacts companies.
And another reason why human writers can never be replaced.
AI versus the human heart
Human beings are acutely aware that we do not equal nor compare to artificial intelligence. If anything, we surpass it. After all, from where did AI originate? Even “Star Trek: The Next Generation’s” Lt. Commander Data recognized that although he functioned fully as an android (a robot with a human form), he had a tough time understanding his fellow humans because he did not have, nor could process, human emotions.
The ability to expand our research capabilities is appealing to many of us. From the library, to databases, to “Google,” we see the possibilities with enhanced AI. While still improving in its accuracy, it certainly is quicker.
And as engineers continue to expand AI’s abilities, the potential for competencies grows, as it always has with technology.
However, companies still need to be alert to AI’s incompetencies, especially when creating content for human beings, aka: your consumer.
Humans relate to other humans. We make decisions, ultimately, based on emotion. AI is incapable of grasping that important aspect when appealing to the consumer.
Understanding as only the human heart can
Talking face-to-face with people helps me see into their heart. I listen to what they say; process their tone of voice; watch their facial expressions and body language for social cues. I learn what mood they are in, whether or not they are genuine, and understand what might interest them. I even hear what they do not tell me.
I also make mistakes, learn what I could have done differently, and alter my course to fix it and/or avoid repeating it. The process of learning helps us become more empathetic. And learning together, as a team, helps us bond and share knowledge. Therefore, we grow.
AI will never bond with nor learn from others.
All of our strengths, weaknesses, skills, and past experiences help us connect with others. So when a business is trying to sell a product, service, or idea, if the message comes from a human, then it is easier to emotionally relate and buy into said message.
There certainly could have been better advertisements (although none would have been even better) ahead of the news reels. If a compassionate human was in charge, I have no doubt it would have been different.
AI will never achieve emotion, let alone compassion and empathy. As businesses attempt to use it in this manner, it will only backfire. Only humans, such as skilled writers and artists, can achieve the qualitative communications needed to sell to other humans.
Companies should consider all these factors before deciding to replace the real growth potential among their employees with machines that continually break down, need electricity (usually), and must stay out of water.
All humans need to reboot is caffeine and a walk in the park.
Content generated by artificial intelligence, although slowly growing more sophisticated, remains mediocre. As our algorithms affect specific content, such as advertisements, it can only match our screens rather than our emotions. Companies concerned about their image and sales need to consider the negative effects of AI-generated content. AI will never appeal to human emotions.
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