SXSW Sydney: ‘AI can only be better with people’ – Dell senior marketing VP dismisses AI takeover notion
While the debate around artificial intelligence (AI) taking over rages, Dell’s senior vice president marketing, international, Karinne Brannigan, said that human authenticity will never go out of style.
Speaking on a panel at SXSW Sydney last Thursday alongside the chief executive officer of Hogarth Australia, Justin Ricketts, Oracle’s vice president of marketing and business development for Asia Pacific and Japan, Tom Humphries, and ex-TikTok global head of entertainment and session moderator, Felicity McVay, Brannigan shared her view on the relationship between humans and AI, saying as the technological and organic become more alike, humans will be the facilitators rather than the victims.
“We’ll get to a point where things do become pretty similar because everyone’s using similar tools. They’re using third party similar content,” she said.
“First parties, the differentiating, the augmentation between the first and third, third party becomes, you know, quite important as we get to a more mature stage.
“And there are parts, to be honest, in our business, we already see that, that the human piece is really required. And that’s going to become the help – kind of the ‘brains’ of training the model to be competitively differentiated and more authentic.
(L-R): Felicity McVay, Justin Ricketts, Tom Humphries, Karinne Brannigan
“…this point that someone made on the panel … is around those people that continue to educate themselves. It’s a transition of jobs, of being more educated and more enabled around the tools, around the technology.
“Around those areas of making AI better is sort of where the opportunity is, but I don’t think anyone is really having the debate that AI can only be, I mean, AI can only be better with people, right?
“They’re not supplementing our brains, so I think the authenticity is going to come from us, training the models is going to come, you know, really from us to make our models differentiated from other people’s models, along with all of our first party data,” the marketing expert finished.
Brannigan’s thoughts came as the result of the session’s Q&A segment that saw an audience member ask panelist Ricketts about whether or not there will be a space for showcasing authentic “human existence” as AI continues to develop.
“A) is there still going to be a [market] for that? … and B) … how do we protect it? Should we protect it?” the delegate posed.
According to Rickett, since the technology isn’t perfect and people can tell the difference between authentic content and AI, “authenticity of content” ought to be priority.
“I think this sort of, ‘Oh, we need more authentic versus AI’, you can see the difference at the moment, because it’s not quite there. But as soon as it’s there, I don’t know if we’ll be having this conversation,” Rickett said.
“You could look at the influencer, what happened with influencers, where they have to state that they’re selling you something,” he continued.
“I mean, maybe that’s what we need to do for a bit. I think there’ll be a point in time when it all blurs into one. So I’m not sure, but right now, I think, you know, we absolutely need to keep … authenticity of content in our minds.”
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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topics
ai
artificial intelligence
Hogarth Australia
Justin Ricketts
Karinne Brannigan
SXSW Sydney
SXSW Sydney 2024
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