Friday, 18 May 2018

The Internot

I read a fascinating article this week in the HBR, entitled Marketing in the Age of Alexa. The article charts the rise of AI platforms and voice assistants, painting of a picture of a life where the skilled digital assistant accompanies its human owner? partner? master? slave? 24/7 in home, car, mobile device and so on and so forth.

But hang on. Voice assistants may become increasingly skilled, through AI, I don't debate that. However there will be some aspects of our lives that they will never have information about, unless we so choose. And that includes most of what happened or was made more than, say, 10 years ago.

Spotify won't have a clue that I may decide to dig out old vinyl from my teens and play Iggy Pop at full blast from my 1980s sound system. Or set up my wind-up gramophone from the 1930s outside on a sunny day and listen to 'On the road to Mandalay.'

The are furniture items, books, toys, crockery, photographs, letters, bicycles, bedknobs and broomsticks that will never be connected to the internet of things (unless we want them to be.)

Beyond that, there is the whole of nature, which grows without a code or chip.

And beyond that, there is the future.

The AI platforms have no connection to this world and don't "know" - as far as they can know anything - that it exists.

Maybe it's one strategy for rebel brands today to plant themselves firmly in the world of the internot.

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