AI and the Coming of the Imagination Workers

In truth of course we have actually been intelligence workers at all but the lowest or entry levels of our business for some time We take information and interpret it to provide direction and actionAs artificial intelligence becomes a commercial reality the human input becomes increasingly superficial or even an impediment to its deployment There is a long history of human denial in the adoption of technology driven largely by fear of our own redundancyIf we choose to accept and embrace AIamp160and its potential we also choose to find a new way to position ourselves In the alliterative tradition we should redefine ourselves as imagination workersImagination workers identify high order challenges presented by societal and behavioral change They work through solutions using information processing and AIamp160capabilities to both identify a problem and test hypothetical solutions using tools like agent based modeling for validationFor simplicity let39s think about Echo and Alexa it39s alter ego Fearful people in marketing recoil at the threat to their place in a world in which the consumer simply asks Alexa to replenish a brand The information worker is lost the intelligence worker is lost also as the Amazon ecosystem learns how to predict the next time the same request will occurThe imagination worker on the other hand might ask themselves how the consumer knows which brand to ask for and more importantly how to maintain or disrupt the inertia of that request or how to be a ghost in the machine They might also be encouraged by the idea that in Alexa39s world the consumer has no opportunity to experience the instore moment of truth and that this has forced a largescale reallocation of marketing investment to store promotionThe imagination worker realizes that to ask for something is to know of its existence and to create preference that leads to trial and so on They apply their imagination to different solutions to this problem from advertising to experience from broad reach to surgical analysis of pockets of demand They apply it to single channels and to channels in combination They imagine functional and emotional triggers and design test matrices that leverage computing power to sort the cute ideas from business transforming solutionsCreating imagination workers is as simple as building a diverse coalition of the curious People who think about how why and what if The responsibility of management is the encouragement of the curious the provision of the tools of analysis and ensuring grounding in the business challenges and potential solutionsThere39s nothing artificial about curiosityamp160without which there is little imagination Without that we leave everything to the algorithm and a grey future of echo chambers and inertiaClick the social buttons above or below to share this story with your friends and colleaguesPhoto credit GroupM The opinions and points of view expressed in this article are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated bloggers

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AI and the Coming of the Imagination Workers

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Rob Norman

"About That with Carl Mayer": Involved Media Connected Audience Fall 2024 Report (Episode 5) - By Carl Mayer

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AI and the Coming of the Imagination Workers

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Rob Norman

"About That with Carl Mayer": Involved Media Connected Audience Fall 2024 Report (Episode 5) - By Carl Mayer

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