{"id":9827,"date":"2024-04-09T10:23:41","date_gmt":"2024-04-09T08:23:41","guid":{"rendered":"https:\/\/www.open-knowledge.it\/?p=9827"},"modified":"2024-04-09T15:34:13","modified_gmt":"2024-04-09T13:34:13","slug":"ai-cant-understand-you","status":"publish","type":"post","link":"https:\/\/www.open-knowledge.it\/en\/ai-cant-understand-you\/","title":{"rendered":"AI Can\u2019t Understand You"},"content":{"rendered":"[vc_section full_height=”yes” content_placement=”middle” el_class=”full-width” css=”.vc_custom_1712065180020{background-image: url(https:\/\/www.open-knowledge.it\/wp-content\/uploads\/2024\/04\/4994×2082-copy-scaled.jpg?id=9838) !important;background-position: center !important;background-repeat: no-repeat !important;background-size: cover !important;}”][vc_row][vc_column][vc_column_text]\n

AI Can\u2019t Understand You <\/span><\/h1>\n[\/vc_column_text][vc_column_text] (But it Can Boost Your Business)
\n<\/span><\/span><\/span> \u202f<\/span><\/span>\u00a0<\/span>[\/vc_column_text][\/vc_column][\/vc_row][\/vc_section][vc_row][vc_column width=”1\/6″][\/vc_column][vc_column width=”2\/3″][wgl_spacing spacer_size=”30px” responsive_mobile=”true” size_mobile=”60px”][vc_column_text]\n\t\t\n\t\t
\n\t\t\t\n\t\t\t\n\t\t\t\t\n\t\t\t\t9 April 2024 \n\t\t\t<\/span>\n\t\t\t\n\t\t\t\n\t\t\t\t\n\t\t\t\t<\/span> 4<\/span> min.<\/span><\/span>\n\t\t\t<\/span>\n\t\t<\/div>\t\n\t\t\n\t<\/span>[\/vc_column_text][wgl_spacing spacer_size=”30px” responsive_mobile=”true” size_mobile=”60px”][\/vc_column][vc_column width=”1\/6″][\/vc_column][\/vc_row][vc_row][vc_column width=”1\/6″][\/vc_column][vc_column width=”2\/3″][wgl_spacing spacer_size=”20px” responsive_mobile=”true” size_mobile=”60px”][vc_column_text]Have you ever opened <\/span>ChatGPT<\/span> and not sure where to start to <\/span>obtain at<\/span> a usable result that lives up to your expectations? To write a prompt for <\/span>Midjourney<\/span> and then rewrite it dozens more times, <\/span>proceeding<\/span> by approximation or relying on another AI, before arriving at the <\/span>\u201c<\/span>desired<\/span>\u201d<\/span> image? And it <\/span>wasn’t<\/span> even what you had in mind. The famous unorthodox artist Ai Weiwei (Ai, ironically, has nothing to do with artificial intelligence), in a recent interview with La Repubblica*, describes this feeling of dissatisfaction, attributing the reasons to the very nature of AI, a tool to which \u201cIt lacks the spark of imagination and passion that are inherent to human creativity. However, we are faced with a lifeless entity.<\/span>\u201d<\/span> How can we find the right balance in a context where the relationship between humans and machines is increasingly important? What is the formula for approaching this tool to achieve a satisfactory result? Is there a risk of ideological flattening and creative uniformity hidden behind the massive use of AI, and what consequences would it have in communication?<\/span><\/span>\u00a0<\/span>[\/vc_column_text][wgl_spacing spacer_size=”20px” responsive_mobile=”true” size_mobile=”60px”][vc_column_text]I deliberately began writing this article with a series of questions to highlight how <\/span>the key to understanding lies precisely in this detail: asking questions<\/span><\/b>. In this case, turn to the AI \u200b\u200bon duty. Of course, asking good questions is not trivial, and the answers are not always clear. Arriving at a valid result can require a lot of energy, experience, and sensitivity, which an algorithm cannot always do.<\/span>\u00a0<\/span><\/p>\n

In the field of creativity, which in OpenKnowledge permeates areas such as learning, branding, change management, and corporate or internal communication, we overcome the limits of this \u201cnew\u201d tool by <\/span>basing our approach on the human aspect of creative design: the strength of ideas<\/span><\/b>. AI cannot replace human ideas; it doesn’t know how to do it.<\/span>\u00a0<\/span>[\/vc_column_text][vc_column_text css=”.vc_custom_1712580322710{margin-top: 50px !important;margin-bottom: 30px !important;}”]\n

Between artificial intelligence and human creativity<\/span><\/span><\/h4>\n[\/vc_column_text][vc_column_text]Just as photography took its first steps towards becoming an indispensable tool for human expression two centuries ago, just as Photoshop did in the 1990s, <\/span><\/span>artificial intelligence is also finding its place<\/span><\/span> alongside these tools to enhance ideas and transform them into reality. If we leave a camera still on a tripod, nothing happens. Taking control of the tool is fundamental \u2013 it requires commitment and continuous challenges \u2013 but, as such, it <\/span>remains<\/span> only a means by which to define the result. In this process, <\/span><\/span>the figure of the creative professional <\/span>remains<\/span> a central element<\/span><\/span> precisely because he can trace the idea from which everything arises. Citing the same interview with the Chinese artist, if we entirely relied on the tool <\/span>\u201c<\/span>to reach conclusions about the world [..] then the truth begins to distort, [..] providing answers that are only apparently adequate but which, however, are not neither deep nor thorough.<\/span>\u201d<\/span><\/span>[\/vc_column_text][wgl_spacing spacer_size=”20px” responsive_mobile=”true” size_mobile=”60px”][vc_column_text]If we interpret the word \u201ctruth,\u201d mirroring its meaning within the business world with the concept of \u201coutput,\u201d the risk of encountering similar results manifests relentlessly. If every business, brand, or project began to communicate through the same visual or language codes used by others, questioned by the cold use of a machine, one’s way of expressing oneself and sharing values \u200b\u200bwould immediately lose effectiveness. And when communication loses effectiveness, the business also risks neglecting its identity and going adrift.<\/span>\u00a0<\/span>[\/vc_column_text][vc_column_text css=”.vc_custom_1712581163811{margin-top: 50px !important;margin-bottom: 30px !important;}”]\n

Beyond <\/span>homogenization<\/span>: preserving corporate identity through creative expression and the intelligent use of AI<\/span><\/strong><\/h4>\n[\/vc_column_text][vc_single_image image=”9874″ img_size=”full” alignment=”center” css=”.vc_custom_1712656757660{margin-top: 60px !important;margin-bottom: 30px !important;}”][vc_column_text]\n

The cover image and the one above were created with Midjourney<\/i><\/span><\/span><\/p>\n[\/vc_column_text][wgl_spacing spacer_size=”40px” responsive_mobile=”true” size_mobile=”60px”][vc_column_text]Let’s keep in mind that <\/span>it is not only the way communication is conveyed that amazes and makes the message \u201cmemorable\u201d; above all, it is the meaning<\/span><\/b>. The sense pushes the audience to carry out the action we are asking them to do, the ultimate goal of applied creativity. The development plays an essential role but rests on the idea that it \u201cdoes the work.\u201d <\/span>At OpenKnowledge, we design with this method, knowing that AI allows us to develop with many expressive possibilities but that the added value is the people who exploit its potential<\/span><\/b>. The quality expressed results from the experience that our team \u2013 a group of professionals with heterogeneous backgrounds, seniority, and skills \u2013 has gained in their journey to know how to use AI to the advantage of an idea. Therefore, the symbiosis between thought and medium guides the creation of messages that are increasingly coherent with the targets we direct them towards and the market on which they land, dressing up with an innovative matrix of meaning, acquiring strength and recognizability as they are reiterated.<\/span>\u00a0<\/span>[\/vc_column_text][vc_column_text]We believe that AI can play a decisive role in this process and that the business to which we apply it can <\/span>benefit<\/span> from the same enhancement, <\/span>anticipating<\/span> the future and <\/span>maintaining<\/span> <\/span>a high level<\/span> of quality in the way it expresses itself. <\/span><\/span>AI<\/span><\/span> <\/span><\/span>doesn’t<\/span> make us faster; it <\/span>doesn’t<\/span> make us more capable but instead, more powerful.<\/span><\/span>\u00a0<\/span><\/strong>[\/vc_column_text][wgl_spacing spacer_size=”20px” responsive_mobile=”true” size_mobile=”60px”][\/vc_column][vc_column width=”1\/6″][\/vc_column][\/vc_row][vc_row disable_element=”yes”][vc_column width=”1\/6″ css=”.vc_custom_1642168135550{margin-bottom: 30px !important;}”][\/vc_column][vc_column width=”2\/3″ offset=”vc_hidden-sm vc_hidden-xs”][vc_single_image image=”9197″ img_size=”full” alignment=”center” css=”.vc_custom_1679497245992{margin-top: 40px !important;margin-bottom: 20px !important;}”][\/vc_column][vc_column width=”1\/6″][\/vc_column][\/vc_row][vc_row][vc_column width=”1\/6″ css=”.vc_custom_1642168135550{margin-bottom: 30px !important;}”][\/vc_column][vc_column width=”2\/3″][vc_column_text css=”.vc_custom_1712584071850{margin-top: 30px !important;margin-bottom: 10px !important;}”]*<\/span><\/span> <\/span><\/span>\u201cL\u2019intelligenza \u00e8 solo umana\u201d by <\/span><\/span>Antonello Guerrera<\/span>, la Repubblica,16 F<\/span>ebruary<\/span>\u00a02024<\/span><\/span>\u00a0<\/span><\/em>[\/vc_column_text][\/vc_column][vc_column width=”1\/6″][\/vc_column][\/vc_row][vc_row][vc_column width=”1\/6″ css=”.vc_custom_1642168135550{margin-bottom: 30px !important;}”][\/vc_column][vc_column width=”2\/3″][vc_column_text css=”.vc_custom_1712584083333{margin-top: 60px !important;margin-bottom: 30px !important;}”]\n

Author<\/h4>\n[\/vc_column_text][vc_column_text]\n

Andrea Carminati<\/p>\n[\/vc_column_text][\/vc_column][vc_column width=”1\/6″][\/vc_column][\/vc_row]\n","protected":false},"excerpt":{"rendered":"

AI Can\u2019t Understand You<\/p>\n","protected":false},"author":17,"featured_media":9832,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[21],"tags":[],"yoast_head":"\nAI Can\u2019t Understand You<\/title>\n<meta name=\"description\" content=\"Have you ever opened ChatGPT and not sure where to start to obtain at a usable result that lives up to your expectations? To write a prompt for Midjourney and then rewrite it dozens more times, proceeding by approximation or relying on another AI, before arriving at the \u201cdesired\u201d image? And it wasn't even what you had in mind. The famous unorthodox artist Ai Weiwei (Ai, ironically, has nothing to do with artificial intelligence), in a recent interview with La Repubblica, describes this feeling of dissatisfaction, attributing the reasons to the very nature of AI, a tool to which \u201cIt lacks the spark of imagination and passion that are inherent to human creativity. However, we are faced with a lifeless entity.\u201d How can we find the right balance in a context where the relationship between humans and machines is increasingly important? What is the formula for approaching this tool to achieve a satisfactory result? 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The famous unorthodox artist Ai Weiwei (Ai, ironically, has nothing to do with artificial intelligence), in a recent interview with La Repubblica, describes this feeling of dissatisfaction, attributing the reasons to the very nature of AI, a tool to which \u201cIt lacks the spark of imagination and passion that are inherent to human creativity. However, we are faced with a lifeless entity.\u201d How can we find the right balance in a context where the relationship between humans and machines is increasingly important? What is the formula for approaching this tool to achieve a satisfactory result? 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