AI: Artificial Influencer

Both George Jetson and Homer Simpson said it was coming and it's here. Artificial intelligence (AI) is here and will continue to evolve and become more and more a part of our lives. It will be used to inform decisions and make predictions, especially for our kids. AI does a great job of taking the data it's been given to find patterns based on the assumptions in its model. 

However, at its core, it can only do what it has been trained to do. If a model is trained to analyze a certain way, or include certain biases then those will come through in what the tool generates. 

AI is and will be valuable to us when used appropriately and responsibly. But in this time of TikTok, YouTube and IG "experts" and "influencers", we need to be more cautious now than ever. 

So here are my 4 things to look for as we consume information:

1. Have they done what they are telling you to do? --- If I'm giving you advice on how to start a business and I've only filed my LLC paperwork, and started a bank account myself I might not be the best resource. If I'm telling you how to segment your marketing and target customers but I don't have any examples to show you. If I'm offering a website or creative work and I don't have a website. These are all red flags. AI makes it easy to gather information and give direction but it can't do the work (YET!). It's like high school Algebra, when you had to show your work to get credit. Same rules apply!

2. Who are they connected to? --- The gift and the curse for people looking to be "industry experts" is that you can easily see their network and if they have people who will vouch for them. If all of their followers and comments come from @phxl_loc135 they are probably not legit. Also, look at other professional organizations they are connected to or may have worked with. This isn't everything, because I don't believe in paying for certifications and memberships just for the badge but it can matter. Lastly, do they at least reference well-known and well-respected industry publications? AI, at least right now has information loaded through a specific date, see if your influencers are referencing current events.

3. Can they break it down? --- In my church as a kid, I would hear my Grandpa say "Why sho!" -- which has nothing to do with this just a chance to shout him out, but I'd also hear them tell the pastor to "Make it plain". Didn't make sense at the time, but the best teachers take complex ideas and make them easily digestible for everyone. These "experts" should be able to do the same. When you know something well you communicate it in different ways becomes much easier. 

4. Can they acknowledge what you don't know? --- I've been impressed by recent AI tools stating their limitations and even trying to account for nuance in responses. But AI cannot be humble, it's trained to be very matter-of-fact on most things so make sure you have someone who can admit there is more information available and there might be things that they don't know.  

I can't say enough, how important I believe AI tools will be to our future. But they have to be used responsibly and as with anything else it's not usually the tool, but instead, the people using it become the problem.