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All right, it’s time to talk AI again. This also means I have to use my usual disclaimer of “what we call AI has been around for awhile, it’s been very useful and is useful, but we’re currently in an age of hype that’s creating a lot of crap.” Anyway, there, packed that disclaimer into one sentence, go me.
I’ve seen “AI-ish stuff” for 30 years, and the hype for it is way different this time.
Watching the latest hype for “AI” (that pile of math and language that people are cramming into everything needed or not) I started listening to the hype that also seemed to be a threat. We have to build this. We have to build this before bad guys build it. We have to build a good AI before a bad AI. This may all be dangerous anyway!
Part of current AI marketing seems to be deliberately threatening. In a lot of cases it’s the threat of AI itself, which you know, may not be a selling point. I mean I don’t want a tool that might blow up in my face. Also Colossus: The Forbin Project freaked me out as a kid and that was about competing AI’s teaming up so you’re not selling me with the threat that we have to make AI to stop AI.
But this marketing-as-threat gnawed at me. It sounded familiar, in that “man, that awful smell is familiar” type way. It also wasn’t the same as what I was used to in tech hype, and again, I’ve worked in tech for most of my life. Something was different.
Then it struck me. A lot of the “hype of the dangerous-yet-we-must-use-it” aspects of AI sounded like the lowest form of marketing aimed at men.
You know the stuff. THIS energy drink is SO dangerous YET you’re a wimp if you don’t try it. Take this course to make you a super-competitive business god – if you’re not chicken, oh and your competitors are taking it anyway. Plus about every Influencer on the planet with irrelevant tats promising to make you “more of a man” with their online course. The kind of stuff that I find insulting as hell.
Male or female I’m sure you’re used to seeing these kind of “insecure dude” marketing techniques. If you’re a guy, you’re probably as insulted as I am. Also you’d like them to stop coming into your ads thanks to algorithms.
(Really, look online ads, my prostate is fine and I’m not interested your weird job commercials).
Seeing the worst of AI hype as being no different than faux-macho advertisements aimed to sell useless stuff to insecure guys really makes it sit differently. That whiff of pandering and manipulation, of playing to insecurity mixed with power fantasies, is all there. The difference between the latest AI product and untested herbal potency drugs is nill.
And that tells me our current round of AI hype is way more about hype than actual product, and is way more pandering than a lot of past hype. And after 30+ years in IT, I’ve been insulted by a lot of marketing, and this is pretty bad.
With that realization I think I can detect and diagnose hype easier. Out of that I can navigate the current waters better – because if your product marketing seems to be a mix of scaring and insulting me, no thanks.
Steven Savage