Artificial intelligence lives up to its name. It performs intelligence functions and its identity is artificial. Specialists define it as generative intelligence, that is, capable of generating solutions based on established repetitive parameters. Nothing that computer science programming hasn’t demonstrated before, since Alan Turing’s machine. The reality of this intelligence in a broad and analogical sense is there. The lawyers point out that ChatGPT is capable of preparing high-level contracts. University professors recognize that many essays and theses show more than sufficient academic quality. Advertisers have found that the campaigns carried out by ChatGPT respond well to the values of the brand and the claim of experience and purchase.
ChatGPT has surprised us all with its perfection and responsiveness, two clear axes of all intelligence. But innovation and technology companies have been working on dozens of platforms that have already had an impact. As Forbes magazine from Argentina points out, text, image, video, and music platforms such as Dall E-2, Lumenes, Soundraw, Looka, Muro, Fireflies, Krisp, among others, are also in full swing. It is curious that artificial intelligence causes us irrational fears when it really should place us in the innovative reality of human intelligence that thinks, solves, focuses and projects.
At the end of the eighties, my philosophy classes were already talking about the causality and intentionality of artificial intelligence, that is, its ability to generate itself and focus on its own ends.
We have to start from the fact that the change generated by these platforms and particularly by ChatGPT will have an impact on communication and marketing plans, on the development of valuable texts, on the concept of university exams, on the presentation of creative elements.
The world of communication and marketing receives a challenge. It promotes a demand that was being diluted and puts many clichés in their true place. The recurring copy-paste receives a notable buffeting and requires deep philosophical and strategic reflection. We arrive again at the port of questions, leaving aside the slots of easy answers.
Artificial intelligence as generative intelligence could be part of a new type of intelligence, within those already considered classic: logical-mathematical, spatial, musical, emotional, interpersonal, intrapersonal, bodily – kinesthetic, linguistic. It would be difficult to classify this artificial intelligence that lives between the digital and the algorithmic, in any of these eight; in part it cannot be pigeonholed, in part it contains them all and in part it surpasses each one in something.
This artificial intelligence with a broad digital component is very existential, transformative, provocative, purposeful. Behind it, there are people characterized with some of the aforementioned intelligences.
The realities of this intelligence are already present in the business, professional, university, legal world and in everything that comes along. The challenges are many and in some countries they have established prohibitions of use. It would be much more meaningful to work and contribute to open legislation and to constructive and efficient ethics; but it is also true that human beings and our creations require certain limits. The early days of ChatGPT and similar tools must have produced the same sensation as when our ancestors discovered fire, the wheel, or in more recent times the internet and smartphones.
Communication as one of the most humane sciences receives an unexpected boost from all these tools. Our grandmothers felt a tremendous mystery when they saw the arrival of a fax, today the arrival of artificial intelligence with its own birth certificate invades us and almost surpasses us. But it also humanizes us. It allows us to communicate in a more efficient way, adequately separate the repetitive from the creative, the form from the background, the present from the future, the reality of the vision, the visibility of the reputation, the quantity and the quality, the repetition of messages and the influence. All this and also illuminates many conversations that from time to time are routinely loaded.
