Perspectives of Human Talent in the Face of Digital Transformation
4th January 2021 – 3 Minutes 40 Seconds read.
When I wake up, Siri’s artificial intelligence is the first to say good morning; she pressed a button and the blinds in the room slowly and steadily rise. I go to the refrigerator and I receive an alert on my cell phone that tells me that I must replenish the coffee reserve as soon as possible.
As I walk to the dining room to have breakfast, I run into that thing that, although I don’t quite like it, the “Roomba” saves me a lot of time and that’s how I turn on the robot so that it begins its task of vacuuming all over the place. 12 notifications arrive to my Smart band, the report of the steps that it took at the moment and 73 WhatsApp messages later, I take a sip of my cup of coffee, my gaze is lost in the hypnotic swing of the robot while I remember the words from the first Terminator movie of the year 1984:
“The machines rose from the ashes of nuclear fire. His war to exterminate humanity had lasted for decades. But the final battle would not be fought in the future. It would be fought here, in our present. Tonight…”
In a less apocalyptic reality in which I do not use Skynet (1) as the highest benchmark for artificial intelligence, the benefits that AI gives us when combined with data and machine learning is tremendously useful in decision-making and time optimization.
We start from the premise that artificial intelligence feeds on data (obtaining information from the environment) and these are the same ones that are used to create algorithms, constituting a kind of “logic” (data interaction as a consequence). This “logic” will later be applied in different areas and instruments, making it possible to speed up some tasks and procedures with the consequent savings in time and costs.
From the hand of AI (without this representing a synonym) there is another concept known as machine learning, in a short definition we could name it as an “activator”. It is the process of automatic learning, systems capable of studying the ecosystem and generalizing procedures or insights from a base, primarily it is about identifying patterns in a data network and making forecasts with the information provided.
Every day we see the application of these technologies in everyday life, service chatbots, the protection of a shopping site or an antivirus, the business intelligence department of an organization or the most common, obtaining insights and customer behavior as soon as traffic to a website, product or service.
Useful right? but also chilling. On one hand we have the enormous amount of information that “The Big Eye” knows about us and yet we do not have a single body capable of guaranteeing the proper use of our data, worse still, the justified fear that machines and automation By learning these processes, they replace the human being, as is already happening in many international companies, thereby implying a reduction in the workforce in companies? Or rather the question would be: What is the role of human talent in a digital age?
In natural selection, in the purest biology, it is a basic premise of any living organism: the ability to adapt to the environment or die. The same taken to the digital field implies learning new skills that allow people to make better use of data and information to make decisions. This is adaptation, changing the way of doing things; give a twist to the “infallible” BTL activation that does not yield measurable data, eliminate archaic marketing and base the objectives on concrete data that allow the implementation of adequate strategies for each situation. It is then that human talent takes on a new value, forgetting the fear of being replaced.
Artificial intelligence is just one part of a range of tools belonging to the Data Driven approach that benefits brands and people alike. With the contingency generated by COVID-19, the companies that have adopted this data-based approach are the ones that have obtained the best results and have hardly seen their operations or sales affected, this is a clear example of resilience. Today it is up to companies to take care of human talent by training them and providing them with the right tools to carry out their work. It is the worker’s responsibility to stay up to date on digital trends in their industry and analyze the data derived from the tools.
AI acts without human supervision and performs processes without error, but there is no way that it has the capacity for thought or analysis that a human being has. Emotions, sociability, discernment, the ability to dream, continue to have an immeasurable value and impossible to transmit to an algorithm.
The role of human talent in the digital age is to become irreplaceable through its passion, creativity and analysis, looking in the face of future technologies, eliminating the idea that AI represents a threat and on the contrary, teaching it, training it, with the goal of improving our capabilities and quality of life.
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4th January 2021 – 3 Minutes 40 Seconds read.
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