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Saturday, October 5, 2024

Is Digital Marketing Over-Hyped?

 

Photo by Pixabay: https://www.pexels.com/photo/gray-and-black-laptop-computer-265087/

In an era where businesses that haven’t at least partly gone digital are looked at as relics from the Jurassic age, can one question the efficacy of digital marketing as an important means of growing a business? With a gargantuan industry size of $780 billion, can you blame them for thinking like that? [1]With the daily number of hours spent going online via one’s phones ranging between 4 and 6 hours worldwide, can it really be otherwise?

The surging popularity of digital marketing as evidenced by its huge industry size is certainly a validation of its effectiveness. Still, just because that is the case, it does not mean we can’t have doubts about it or not subject it to greater scrutiny. Unbridled and unchecked enthusiasm for any trend can lead to unmitigated disasters as the Dot Com bubble and the subprime crisis showed us not all that long ago.

The thing to consider here is that digital marketing is one part of the marketing exercise and not the whole of it as it seems to have become. You can also market digitally and not just market digitally. There is a distinction between the two and this should not be forgotten. Just getting a discussion going about a brand online does not make it a hit or a success. There is so much more that determines a brand or business’s success than SEO and social media chatter.

Every year one hears of new-fangled technologies like VR, AR, Metaverse, NFT and, of course, everyone’s current favourite Generative AI. More than anything else, these technologies raise marketing budgets, more than the ROI. Marketing has to be in the now and present which is the hallmark of traditional forms of marketing, not digital marketing, which is forever toying with new seemingly path-breaking ideas.

A Case for Traditional Marketing

There is much that is good about traditional marketing. From credibility and flexible outreach to ease of implementation and the ability to target an older audience, it retains its ability to give digital marketing a run for its money and in many cases outperform it. Besides, it may work out cheaper in some cases considering the cost of going digital including the money spent on training and familiarizing oneself with the digital way of doing digital marketing.  

Overall, of course, digital marketing is known to be a lot cheaper and provides marketers the wherewithal to reach out far and wide without breaking the bank. Besides, its results can be tracked and tabulated better and sooner. That is the reason why it has seen such growth. But to jettison traditional marketing altogether for digital marketing would be a foolhardy move.

[1] https://www.marknteladvisors.com/research-library/digital-marketing-market.html#:~:text=The%20Global%20Digital%20Marketing%20Market,%2C%20i.e.%2C%202024%2D30.

Sunday, August 18, 2024

AI- Brace for the revenge of regular people!

 

Photo by Andres Alaniz: https://www.pexels.com/photo/a-lone-person-stands-on-top-of-a-sand-dune-27700773/

To say that AI or artificial intelligence has been in the news for years is an obvious understatement. It has dominated national discourses worldwide for a very long time now. From extolling its magical and almost mythical abilities to usher in an era of automated super efficiency to fears about it causing mass unemployment and heralding an apocalyptic scenario where AI takes over from mankind reducing it to irrelevance, never has a slew of new technologies caused so much exuberance and dread in equal measure, since the invention of the wheel.

Let's step aside from all the noise for the moment and look at what  AI has really achieved in the short period of time that it has become the cynosure of all eyes.

What has AI done for us?

That AI constitutes a set of game-changing technologies was never in doubt. It has already put into effect what many hope are seminal changes in almost all aspects of human activity and endeavour. You find the technology being leveraged across diverse sectors- e-commerce, technology (of course), education, healthcare, logistics, media, content creation, finance, travel, real estate, fashion, automotive and government organizations.

AI creates an impact on myriad industries, sectors and organizations on account of certain outstanding abilities possessed by it. These pertain to-

1.       Automation that considerably smoothens the running of a system or process by making it function automatically, lending it to use across multiple industries.

2.       Machine learning that incorporates vision enabling the use of a camera and digital signal processing leading to analysis and prediction.

3.       Natural language processing that involves processing human language via a computer program allowing things like instant translation from one language to another.

4.       Robotics that involves the designing and creation of cyborgs that can perform tasks deemed too difficult or dangerous for humans super efficiently helping something like an assembly line run super efficiently and without a glitch.[1]

The question to ponder over here, of course, always was whether the mere existence of a technology is reason enough (or is even desirable) to use it. There is always a moral and ethical question about the large-scale use and adoption of technology. The technologies that made the world a better place to live in for humans since the advent of the Industrial Revolution did not do so uniformly with the colonizing nations reaping all the benefits and the colonized ones witnessing a collapse of centuries or millennia-old ways of living. The subsequent catching up by the latter has led the world to the brink of an environmental catastrophe.

Might something similar be happening with the relentless plugging of AI by the big technology corporations of Silicon Valley who are no less than neo-colonists wanting the whole world to be trapped in a Matrix-like web of technological slavery? There are a host of inherent problems in the wholesale adoption of AI which are rightly catching the attention of individuals, governments and civil society groups around the world. These principally constitute:

1.       Security and accuracy.

2.       AI’s impact on human agency.

3.       Personal data integrity.

4.       Lack of universal accessibility.

5.       Lack of scrutiny and accountability

6.       Not driving positive social change.

7.       Making a whole host of professions untenable.

8.       Not ecologically sustainable.

9.       Unethical in the way Generative AI perpetually regurgitates existing data and information created by human endeavour without due acknowledgement.

10.   Stifling human creativity and genius leading to disastrous consequences for the human race in the times ahead.

11.   Driven solely by the economic interest of big technology companies looking for big-ticket funding and huge market expansion.

 

The blowback is coming

 

The question, “Who is AI for” is beginning to get asked and asked loud and clear. The protracted Hollywood writers’ strike was a very potent symbol of the growing unease over not just the use but also the intrusion of AI into our lives. Everyone has begun to genuinely fear for their jobs and indeed their way of living. From aggrieved creators (writers, photographers, graphic artists and even actors), coders, and teachers to doctors, lawyers, cab drivers and pilots-everyone is figuratively running away from the looming shadow of the AI monster that will likely wreak havoc on humans, much like the aliens in HG Well’s sci-fi book, War of the Worlds threatened to do. When people like Elon Musk suggest that in an AI-run economy, people would be better off receiving a high Universal Basic Income rather than competing with AI, even when he sacks 80% of Twitter employees on taking over the company, the irony is obvious to all.

People are revolted by fake-looking AI-generated imagery and soulless mechanical writing bereft of any real human emotion having been created by a phantom existence with no personality of its own. Far from aiding the creative process, AI is being leveraged by profit-obsessed mega corporations to drastically reduce their costs by firing workers and replacing them with technology. Creative people everywhere make the valid point that feeding the layperson with media with zero human contribution lands the human race in a philosophically nebulous zone. Besides, they point out that by training on existing people's work to create output, AI is ethically in the dog house as well.[2]

The hype that AI companies created about the capabilities of new age technologies like Generative AI allowed them to receive massive funding which hasn't really translated into much in real terms. This has led to a considerable shrinkage of both funding and industry backing in 2024. While many tech companies continue to back AI with massive funding believing that it will lead to the creation of new Microsofts, Apples and Googles, many are already predicting the end of the so-called AI age. They liken it to other notable technology failures that have emanated from the Silicon Valley dream factory-the Metaverse, and NFT being prime examples of that.

According to some experts, the recent steep fall in stock market prices across the world is attributable to the sell-off witnessed by tech companies who bet big on AI. Not just that, people are leaving the revered Sam Altman helmed Open AI in large numbers and many tech companies face lawsuits on account of their content scraping policies. What's more the Federal government in the United States now believes that Google is a monopoly with all that it entails.[3] For far too long has the technology sector had the world in its thrall- no questions asked. It is almost like a new religion had been founded that everyone must kowtow to without analyzing what it really meant and implied.

The tech industry expanded exponentially riding on the coattails of the growth of the internet. Given that the internet has pretty much grown as much as it possibly can, the former has been left clutching at straws hoping to discover a new trailblazer that will lead to the creation of the next crop of mega-corporations. But that does not really appear to have happened. Not by Web 3.0 and not it seems by AI. Brace for the revenge of the regular people.

 

 

 

 

 



[1] https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7605294/

[2] https://www.forbes.com/sites/danidiplacido/2024/03/28/how-the-generative-ai-backlash-took-over-the-internet/

[3] https://www.bloodinthemachine.com/p/the-great-degeneration-is-this-the

Thursday, August 15, 2024

Is There Something Called an AI PC?

With AI being the flavor of the times one hears of the technology being deployed for everything except for basic human functions. So it is no surprise that one recently came across the term AI PC. Now what is that beast, I wondered? Obviously, it means a personal computer that uses artificial intelligence technology, but how exactly is it different from a regular computer and does it radically alter or promise to alter everything to do with personal computing? As with most things AI hype precedes sober reality, so I decided to find out for myself.

According to the chip-making behemoth Intel AI PC's possess the capability to enhance everything ranging from productivity, entertainment and security to creativity and security. It comprises a CPU apparently to handle smaller workloads requiring low potency, a GPU or Graphics Processing Unit for large workloads requiring parallel throughput and an NPU Neural Processing Unit that is ideal for what Intel calls sustained heavily used AI workloads even as it consumes low power and provides greater efficiency.[1]

This is all very well and well appreciated, but how is an AI PC different from a regular PC?

Apparently, what these supercharged PCs do is enable the speedy execution of AI tasks, even while consuming less energy. What's more, you no longer need to send sensitive data to cloud based AI servers in order to get them processed. With their ability to operate sans an internet connection, these PCs provide enhanced security because they store the data locally.[2]

Al the major PC manufacturers like DEL, HP and Lenovo are betting big on AI PC systems incorporating NPUs. Apple, of course, has already cornered 60% of the AI PC market, with its products powered by its M series chip with a neural engine. As a matter of fact, AI PCs made up as much as 14% of PC sales in the second quarter, pointing to their growing popularity.[3]

 

Should you buy an AI PC?

 

Going by all the marketing hype that one hears about how AI PCs are helping usher in a new dawn in personal computing what with the technology giants like Microsoft extolling its virtues, one might think that you would lose out if you didn't buy one pronto. While an AI PC might actually possess the mind-boggling potential to do wonderful things that we can't even begin to imagine at present, the question to ask yourself is-should you buy yourself one now?

NPU, which lies at the heart of an AI PC sure have great potential, but since Microsoft isn't yet up to speed with it and can't leverage it much in any really impactful manner and with third-party application developers lagging behind as well, this may not be the best time to plonk your hard earned money on the purchase of an AI PC. An AI PC can at best get you access to Windows Studio Effect which uses a PC’s NPU to enhance video and audio in video calls. If that is something that you simply can't do without, by all means, go and buy yourself one of these new toys called AI PCs.[4]

Like with most new path-breaking (hopefully) technologies, one does not know how successful AI PCs eventually turn out to be, given that one really does not have a fair idea about what these wondrous machines can achieve (remember the Metaverse, anyone?). One might want to wait for Windows 12 to be launched so that developers can sink their teeth into the new-fangled AI chips and figure out how these can be best leveraged.[5]

If you are one of those who imagine that staying ahead of the curve will help you deal with future shock in a comprehensive manner, go right ahead and buy an AI PC at this very moment. The rest of us can bide our time for now.

 

 

 

 

 

 

 

 

 

 

 



[1] https://www.intel.com/content/www/us/en/products/docs/processors/core-ultra/ai-pc.html#:~:text=the%20close%20button.-,What%20is%20an%20AI%20PC%3F,tasks%20locally%20and%20more%20efficiently.

[2] https://www.zdnet.com/article/what-is-an-ai-pc-and-should-you-buy-one/

[3] https://www.reuters.com/technology/artificial-intelligence/ai-pcs-made-up-14-quarterly-personal-computer-shipments-canalys-says-2024-08-13/

[4] https://www.pcworld.com/article/2236372/does-your-next-laptop-really-need-to-be-an-ai-pc.html

[5] https://www.forbes.com/sites/barrycollins/2024/01/10/what-is-an-ai-pc-should-you-buy-one-in-2024-heres-the-ces-verdict/