Inma Martinez, a venture partner at Deep Science Ventures and an A.I. pioneer, joined us at the brain®: Artificial Intelligence Symposium last Thursday, held in the Natural History Museum, to share her thoughts on the evolution of Artificial Intelligence (AI), specifically within marketing and the media. Having worked at the cutting-edge of the disruption of digital technologies since the 1990s, Inma has witnessed first-hand the emergence and development of AI. In her presentation, she discussed the increasing competency of conversational AI, whilst debunking the popular conception that AI, typically a Type A “force brute” IQ computational intelligence, will replace human workers in EQ-driven tasks.

Inma Martinez at brain: AI Symposium In contact centres, simple interactions can be handled interchangeably by a live agent or a chatbot, but will AI ever have the functionality to replace humans completely? Further to this, is there any reason to make them appear so human? Inma argued that the fundamental dissimilarities between these two types of contact centre agent means they occupy different roles. While the human brain is suited to managing interactions requiring emotional intelligence, AI-powered agents can be trained to have a consistently high IQ to handle simple, fact-seeking enquiries.

Human communication, she argued, is open ended – and programming machines to understand biometrics, such as tone and body language, and generative conversations is difficult. These elements of human conversation rely heavily on contextual factors, and they can even be converted into written communication. While AI may not yet possess the ability to understand concepts such as irony, and in Inma’s opinion should never become a replacement for human labour, AI should be utilised to augment our existing skills and relieve live agents of mundane tasks.

Inma concluded her presentation by expressing the view that AI should continue to be developed to the point where it can competently interact with humans, without undermining the requirement of a human workforce.


February 7, 2019
Category: News