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Stripping artificial intelligence from the mask of vile demon of creativity

Jamshid Alamuti, CEO and co-founder of Pi School, has sailed today on Day C of the Club de Creativos in the abyssal depths of the tandem formed by creativity and artificial intelligence in communication.

Because artificial intelligence and creativity are the two tributaries of the same river: communication

Characterized by his many and multifaceted talents, Jamshid Alamuti is not afraid to explore and, holding the disruptive compass in his hand, has passed through varied professional territories, from arts to business and educational and personal development.

With a vast corporate experience, Alamuti is extremely talented in the development of leadership, intercultural management, strategic consulting and group moderation.

The capacity of Alamuti of bringing together people with different talents led him to the project of Pi School, a school of entrepreneurship where technology and creativity are two sides of the same coin.

The necessary mix of technology and creativity, has been precisely the topic of the talk that the CEO and co-founder of Pi School has delivered today in the Day C of the Club de Creativos.

Alamuti says that technology and creativity, when they were in love, have a “baby” called innovation, which is precisely the basic element of Pi School’s work, which is totally contrary to traditional hierarchical ways of teaching.

“We don’t learn based on concepts, we focus on offering solutions to the problems we face,” says Alamuti.

A basic difference between creativity and technology is that the first is absolutely magical. Also, for creativity, it always comes a time when it gets bored of learning, technology, however, does not know boredom when there is knowledge in between.

Data, one of the most important aspects of technology, is something that has always been there, insists Alamuti. “It’s just that now we’re starting to talk about it,” he says.

As for artificial intelligence, one of the great protagonists of the current technological scene (if not the main one), Alamuti believes that it is simply a clone of the human mind, but it owns an advantage: how fast it works.

Artificial intelligence is the center around which rotate three other sciences, that feed each other and that are the ones that mark the beat of the current technological scene: Big Data, Data Science and Machine Learning.

Despite being very powerful in many ways, technology can also be corrupted, warns Alamuti. And how does one corrupt that “Big Four” composed of artificial intelligence, Big Data, Data Science and Machine Learning? Feeding it with false data, something that is amazingly simple, confesses the co-founder of Pi School.

When faced with technologies, humans have a dilemma: betting on transparency and data, or making predictions and assumptions.

One thing is clear, anyway: the human being, the one who seems so small in front of the machines, is superior from the point of view of the intellect, the creative abilities, the efficiency and the effectiveness.

However, there is one thing in which machines overcome humans: time, or rather the shortage of time. “Machines can help humans manage time better,” he says.

Humans, says Alamuti, are unpredictable. And artificial intelligence has, however, the power to predict, to anticipate the future.

From Alamuti’s point of view, there is no threat from the often demonized artificial intelligence towards creativity. Far from being irreconcilable enemies, one and the other are obliged to collaborate, insists.

“Copywriters, for example, need not to fear for their work. However, translators, whose job is in danger of extinction, will have it more difficult, “admits Alamuti.

In the past, the only ones who were cool were the creatives. Now also the “coders” are extraordinarily cool, in fact, Yves Saint Laurent turned them into protagonists of a campaign. They will, in any case, be “cool” when the machines (sooner rather than later) assume their tasks, says Alamuti.

Artificial intelligence is evolving at a vertiginously fast pace and will be ahead of industries such as logistics, predicts Alamuti. Another field in which artificial intelligence will stand out in the future (in a positive way) will be that of medicine.

Far from putting stones in the way, artificial intelligence, that according to some, will leave creatives without work, is helping us solving problems and making the world a better place, concludes Alamuti.


Article translated from Spanish. Originally published at Marketing Directo on the 13/04/2018.


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