By Neale Cotton, co-founder and CEO of The Lab
Here’s a thought-provoking concept from Max Tegmark, a renowned physicist and AI researcher leading MIT’s AI Lab:“ We humans have built our identity on being Homo Sapiens, the smartest entities around. As we prepare to be humbled by ever smarter machines, I suggest that we rebrand ourselves as Homo Sentiens.”
Now, as we stand at the edge of an AI-driven revolution, his idea echoes with undeniable resonance. In this transformative landscape, we must transition from being Homo Sapiens, known for our intelligence – to Homo Sentiens, distinguished by our unique ability to feel, perceive, and experience life. This shift isn’t just about staying relevant; it’s about harnessing the essence of what makes us human to unlock the incredible upside of AI. Our intuition, empathy, and the ability to live and learn from our experiences – these are the tickets to thriving in a world where AI takes centre stage.
AI is more than a passing technological trend. It’s a formidable tool poised to take on humanity’s biggest challenges, radically reshaping how we tackle climate change, poverty, and public health. Consider this – AI is now enabling paralyzed individuals to walk again. How? By acting as a thought decoder, forming a digital link between their brain and spinal cord, translating their will to move into physical movement. Extraordinary, right?
But it’s not all sunshine and rainbows. AI’s advances cast a long shadow of ethical dilemmas: fears of job loss, the amplification of societal biases, and even the dystopian fear of human extinction. It’s clear that robust, standardised ethical, and regulatory frameworks are non-negotiable.
So, what does AI mean for us, the marketers, the advertisers, the creatives, the strategists, the researchers? Well, according to Accenture, almost half of the working hours in the communications and media sector will soon be automated or augmented by AI – crunching data, crafting content, steering campaigns, optimising, and reporting, all courtesy of our AI colleagues. Put lightly, disruption is coming.
Welcome to the “Post-Knowledge Economy”
We’re catapulting into a world where AI makes knowledge available to all, leveling it from a rare commodity to a common currency. But there’s a silver lining here – our uniquely human traits – intuition and empathy and our innate ability to experience and feel – will become our greatest assets.
This “post-knowledge economy” is a tectonic shift in the way we use knowledge. A change triggering a wave of AI-enabled opportunities for brands. 24/7 customer service, niche audience-specific real-time content at scale, and yes, let’s not forget Wunderman Thompson’s 2023 Cannes Grand Prix-winning marvel, ‘The Subconscious Order’, a food delivery service that understands what you’re craving. AI is like having a team of experts on tap, letting us connect with our audience in more dynamic and personalised ways than ever before.
But here’s the thing: having a world of knowledge at our disposal is fantastic, but what’s the point if we don’t harness it to make a brilliant leap? In our field, just having data on your customer won’t cut it anymore. We’ve got to channel our inner Homo Sentiens – our intuitive, empathetic and experience-rich selves – and connect the dots across different knowledge domains in ways that spark fresh ideas. That’s the real endgame – creating unique value on top of this democratized knowledge.
Our Homo Sentiens edge
Knowledge is more than just information; it’s about truly understanding. Our industry is not about assembling words and visuals — it’s about being innovators, architects of ‘The Big Idea’. We’re creatives, envisioning what isn’t yet there. We’re discoverers, unearthing those ‘eureka’ moments. We’re visionaries, using our Homo Sentiens instincts to weave intricate data threads into compelling narratives that captivate consumers.
AI’s automation, far from being a constraint, sets us free. Free from routine tasks and complex analyses – the stuff we never enjoyed anyway. Free to excel in areas such as strategic thinking and relationship building. This liberation allows us to delve deeper into our audience’s feelings and motivations, crafting impactful strategies that emotionally connect. No longer are we confined to single domains; we’re now free to navigate across disciplines, merging ideas in unexpected, meaningful ways. Free to elevate the impact of our industry.
We can’t ignore the indispensable role of human judgment either. While AI might match human intelligence – hold your glasses, recent research from the University of Montana suggests that AI can compete with the top 1% of human thinkers in standard creativity tests – but it falls short when it comes to the nuanced decision-making, which we humans excel at. Consider the complexities of stakeholder management or the subtle art of navigating company culture – emotional intelligence is still king.
AI and your Business
Feeling the pressure to go all-in on AI? It might be worthwhile considering this simple framework first. It’s not all about AI itself, but the ‘Why’, ‘How’, and ‘What’ that orbit it.
First the ‘Why’ – asking ourselves why we’re bringing AI into the picture, and how it’s going to create new value. Is it to streamline processes? Unearth new insights? Or perhaps, to deliver a hyper-personalised experience? Whatever the reason, make sure it’s in sync with your brand strategy or CVP, and remember, a solid ethical framework should guide your decisions.
Then comes the ‘How’ – how can we shape our process, culture, and organisational structure to really nurture AI? Keep in mind, AI thrives in an environment where curiosity, agility, and the audacity to experiment are embraced. And, get ready to usher in a new wave of skills. Do you have Prompt Engineers yet?
And finally, the ‘What’ – the nuts and bolts of technology, data management, and governance. Here it isn’t just about picking the shiniest AI tools, but about making sure they’re cut and fitted in ways that align with your strategy, audience, and ethical compass.
Let’s get excited
As we evolve from Homo Sapiens, the ‘wise humans’ into Homo Sentiens, the ‘feeling humans’, our unique Sentiens traits remain irreplicable by AI, no matter how advanced. It’s these qualities that will ensure we don’t just survive but thrive in this new era. Sure, AI disruption could potentially eclipse the Industrial, Agricultural, and Digital Revolutions. But remember this – humans have not only survived but thrived through each previous revolution. I’m trusting my gut and betting this is no different.
Tegmark’s got it right. As we cohabit with intelligent machines, it’s not just our knowledge, but our ability to empathize and understand that will define our success. As we enter the age of Homo Sentiens, we’re not just intelligent; we’re intuitive, empathetic and full of rich life experiences. This blend of humanity and AI holds the key to unlocking the potential of the AI era. And I think that’s something to be excited about.
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Neale Cotton is co-founder and CEO of The Lab, a creative human understanding practice where ambitious brands come to make brilliant leaps, which was founded in 2006. The Lab is certified B Corp and committed to the triple bottom line, we maintain a sharp focus on our work, the wellbeing of our people and the impact on their place.
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Top image: Neale Cotton