Ghost in the Machine. Why do we still need humans in marketing?

Will artificial intelligence replace or complement humans?

For the 38th time, the marketing forum took place at the Design Center Linz on October 13, 2022. High-profile speakers from Austria and neighboring countries were invited to share their insights on the use of artificial intelligence with the audience.

In addition to bold predictions like that of Nick Sohnemann, which claims that in 2030 smart glasses will replace our smartphones and the Metaverse will "overlay" our real world, other speakers offered new and also more reassuring perspectives on joint marketing efforts with machines. Foremost among them was Michael Katzlberger, an enthusiastic AI advocate who has already done groundbreaking pioneering work in this field. His numerous practical examples showed everyone how it can also be done.

For instance, the automatic image generation by AI can save marketers not only time in the future but possibly also the complex clarification of copyright issues. Already today, intelligent programs can create images of people or cats that do not actually exist in reality through continuous learning. Don't believe it? Then just take a look at www.thispersondoesnotexist.com or, cat lovers, at www.thiscatdoesnotexist.com.

However, the fact that AI must also have limits and that laws will be needed for a "peaceful coexistence" is also confirmed by the cases already uncovered involving the use of so-called deepfakes. Only in recent months have various cases become known where media content falsified by artificial intelligence caused confusion.

Humans need their senses

Meanwhile, Florian Kaps, an advocate of the analog, made a passionate plea not to completely submerge in a digital world. In 2008, he almost gained worldwide fame with the purchase of the last Polaroid factory in the Netherlands. Thanks to him, film rolls for the legendary instant cameras are still being produced today. His presentation, which he fittingly accompanied with slides on an overhead projector, ultimately made it clear to everyone present that humans still primarily live in the analog world and, to develop emotions, must also grasp it with all their senses. While we can, should, and are allowed to make use of the available technology, in the end, a human with feelings and emotions always makes decisions, not a machine.