Managing our machines
Some weeks ago, I watched the science fiction film ‘2001: A Space Odyssey ‘, produced and directed by Stanley Kubrick, based on a book written by Arthur C. Clarke. The film was made in 1968 with a then astronomical budget of around USD 10.5 million. Consequently, the result was impressive. It received four Oscar nominations, winning the one for best visual effects. Kubrick showed his unique talents to visualize space ships and planets realistically – especially in that time an unprecedented achievement. The story includes themes of human evolution, artificial intelligence, technological advances, extraterrestrial life and reincarnation.
The most extraordinary thing about watching this film, in my perception, was however that it pointed out something that also presents us with dilemmas these days: to what extent do we give machines the reins?
Machine learning models, like ChatGPT and other artificial intelligence, offer us many great advantages. In many industries it saves time, it takes (difficult) work off our hands, reduces errors and risks, speeds up processes and thus ultimately saves a lot of money. It is amazing and impressive what new technology is capable of and how it evolves our economies.
But meanwhile, the developments in capabilities of smart technology follow each other at such a rapid pace, that we have become aware of the fact that we must also set limits to it in order to remain in control as humans.
In 2001: A Space Odyssey (spoiler alert!), a space mission heads for Jupiter. The ship is piloted by the onboard computer, HAL 9000, endowed with artificial, human-like intelligence. By the astronauts, he is considered a sixth crew member. At one point, however, HAL appears to turn against his own crew. And that has fatal consequences for almost everyone.
In Europe, an increasing number of scientists, politicians and publicists have started stressing the need to regulate AI applications through high-quality EU legislation. They state that today’s leaders must critically examine the benefits, drawbacks and potential risks of mass deployment of emerging technology. It is, according to them, time to start managing our machines.
So, to what extent does this apply to our industry? In this edition of Zanders Magazine we include an article addressing this issue. One of the conclusions is that when the user knows how to ask the right questions, and knows what type of answers it should expect, the AI proves to be a valuable asset. Having witnessed technology accelerating in our business, we’d love to explain how AI can be used in a responsible and ethical way.
And, by the way, this foreword was not written by ChatGPT or any other AI assistance!
Laurens Tijdhof,
CEO & Managing Partner of Zanders