Everyone is experimenting, talking and writing about A.I. lately. Yes, we know. We’re not that original, because we did it too! As a strategy agency, every project we tackle starts with complex questions that our clients are looking to answer. And we wanted to test how an A.I. system like ChatGPT could answer those questions.
To share our learnings, we’ve written this short article about the value of human strategic consulting in the age of A.I.
We love tech
We absolutely believe in the value and opportunity of technological innovation to disrupt the way we do things, and to expand the possibilities of the world around us. And clearly A.I. has been opening new horizons for a while now. At the same time, we believe even more in the value of the human perspective, the value of people. And we believe that to get a real understanding of the opportunities offered by technology, it’s necessary to understand the value of the human perspective, of people.
At wonnd we’ve always worked with clients and organizations that research, develop and apply cutting-edge technologies. From startups in the food tech and digital healthcare segment to physicists, engineers and mathematicians from CERN, they have all long since been using A.I. for developing their projects, in combination with other, even more complex technologies. We’ve learned a lot from them already and this learning process never stops.
But behind all tech development and innovation, there are always certain questions that are stronger than any tool, and are the power that moves innovation forward: human, philosophical questions. Questions about sense, meaning, trends. Strategic questions. The desire to know what will come next, the need to anticipate. Questions about the need for change, for creation. Brand questions, value system questions.
And those are the kind of questions our clients ask us to help them with:
- How will we determine where the gap is, and the opportunity for growth?
- What strategy should the company follow to achieve…?
- How should we define which is the best positioning to achieve?
- Which trends do we have to keep an eye on?
- How do we evolve the brand’s identity and visual system to…?
We asked A.I. to do our job, so we can learn from it
Confronted with these great questions, we got great answers from ChatGPT! And when we say great, we mean that we think the answers demonstrate very clearly the reality of what we can get (right now) from the “intelligence” of technology. That’s to say: the ability of A.I. to ask, ask again then express its own limits.
Here are our favorite responses:
“Can you provide more context or specify what you need help with? I’ll do my best to help you.”
“I’m sorry, but as an AI language model, I don’t have the ability to predict the future. Economic growth is influenced by many factors such as changes in government policies, global events, and market trends, which are constantly changing and unpredictable. It’s best to consult a financial expert or economist for the most accurate and up-to-date information.”
“As a language model created by OpenAI, I do not have a market or brand. I am a neutral AI tool designed to assist with generating human-like text based on the input provided to me. I don’t have the ability to predict the market.”
“It is difficult to predict the exact next disruptive innovation, but some of the areas that are expected to drive significant change in the near future include Artificial Intelligence and Machine Learning; 5G Technology and the Internet of Things (IoT); Blockchain Technology; Augmented Reality and Virtual Reality; Quantum Computing; Biotechnology and Synthetic Biology; Renewable Energy and Energy Storage.”
And yes, we gathered many learnings!
- It’s wise to keep in mind that many of the questions our clients ask us are really difficult to answer for both humans and machines. Questions on subjects like: understanding the complex, anticipating the future, creatively solving a problem, opening a new field of meaning, creating something new, changing a meaning, generating a certain behavior, how to apply a concept/idea in a different market/context/collective, to mention just a few. Not only are they not easy questions, the answers often involve a mixture of disciplines, which always requires some complexity of thinking.
- Precisely because it’s not easy or standard, answering certain questions well is still a source of value.
- It’s good that technology exposes us to certain limits and helps professionals to open up/understand their limitations. There’s no guru who really knows what will come tomorrow. That’s a reality that many want to deny. It’s good, sincere, useful to be able to share with clients the limitations of everything that is done/we do.
- It’s great to be challenged by new technologies, encouraged to play with, try, explore and actually employ A.I., even when it’s not directly linked to our field of expertise. We have to keep learning and discovering – both on the ChatGPT platform and on others.
And finally, a reminder:
When tech trailblazers were asked to define what capacities we need to tackle the challenges of the future, the answer wasn’t technology, but such human capacities as empathy. (You can have a look at the complete post in our here).
Always stay curious and keep your eyes open for learnings. As we always say: Not everything is done!
Cover artwork: Leonor Serrano Rivas. Proyección de vídeo del Espacio 1 de la exposición Magia Natural. Museo Nacional Centro de Arte Reina Sofía.
Photo by wonnd.