Er zijn altijd trends waar grote bedrijven op inspringen. In het verleden stonden techbeurzen in het teken van 5G, virtual reality of het metaversum. En waar producten vroeger het label smart (slim) kregen, lijkt het nu in de mode om overal de letters AI aan te hangen.
Zo toonde Samsung op CES een aantal huishoudapparaten met nieuwe functies die we volgens het bedrijf danken aan kunstmatige intelligentie. Zo is er een stofzuiger die herkent wanneer laminaat overgaat op een hoogpolig vloerkleed, waarop de zuigkracht automatisch wordt aangepast.
Het bedrijf Baracoda toonde een slimme spiegel die AI gebruikt ter verbetering van je geestelijke gezondheid. Als je de spiegel vertelt dat je een rotdag hebt, komt hij met opbeurende berichten. Ook kan het apparaat meditaties leiden en lichttherapie bieden.
Zelfs huisdieren kunnen straks niet meer om kunstmatige intelligentie heen. De Minitailz-halsband van Invoxia heeft een gps-tracker zodat een hond of kat niet meer kwijtraakt, maar zet AI in om de gezondheid van het dier te meten. Zo kan de halsband bijvoorbeeld in een vroeg stadium al hartfalen ontdekken, beloven de makers.
Zelfs matrassen krijgen AI. Deze van DeRUCCI meet onder meer je hartslag en lichaamstemperatuur.
Foto: AFP
Artificial intelligence seems futuristic
For example, the stands at CES in Las Vegas were filled with artificial intelligence. You will often encounter the letters AI on the shelves of electronics stores in the coming year.
So AI is hip. “Things moved especially quickly after ChatGPT arrived,” says marketing specialist Richard Otto, who works on AI applications with his company XS2Content. Chatbot ChatGPT made AI popular and available to a large audience. Meanwhile, forms of artificial intelligence have been found in our devices for a long time. Just look at the voice assistant on your phone or personal recommendations from Netflix.
The term artificial intelligence exudes innovation. “In the past, the word ‘smart’ was often used,” says Otto. “Before the millennium, I saw many companies that had a brand name with 2,000 names. “It seemed futuristic and new at the time.”
Artificial intelligence has now become the magic marketing word for everything new, says branding expert Paul Moyers. “This term is used frequently. To consumers, it means: This product is the latest. This is the most advanced ever. This helps companies market their products at a higher cost.”
Deze spiegel van Baracoda toont het weerbericht, maar kan je ook opbeuren als je niet goed in je vel zit.
Foto: Baracoda
Interest and admiration for artificial intelligence
Putting an AI label on everything has a downside. Andrea Weyrauch, who conducts technology and marketing research at the University of Amsterdam, says many people are reluctant to embrace artificial intelligence.
For example, not everyone understands technology, which is why they stay away from it. There are also people who mainly see potential disadvantages. For example, the technology doesn’t work perfectly yet. AI can create incorrect information and potentially eliminate jobs.
“On the other hand, the arrival of ChatGPT has turned some concerns into admiration,” says Weyrauch. Thanks to ChatGPT, people suddenly saw for themselves how powerful technology is and what they can do with it. “As a result, companies may now feel there is more room to go public. This does not mean that concerns have completely disappeared. Lawmakers are certainly looking closely at AI developments.”
Artificial intelligence is a vague concept
The problem with AI as a marketing term may be that no one understands exactly what it means anymore. “It’s used in such a broad sense that we have to be careful that it doesn’t become an empty term,” says Moyers.
Weihrauch thinks so too. “It’s good for companies to make it clear that the product contains AI, and that’s transparent. But there’s still a lot of misunderstanding about how the technology works and there are many variants of AI. So let’s be careful when using simply ‘AI’.” “As an umbrella term and letting people know exactly what AI does.”
