It is expected that the impacts of citizen science and involvement of the crowd will become part of risk assessment practices. Future risk assessment bodies will have to actively engage with stakeholders when performing their assessments. At an organisational level, risk assessment bodies will have to tap into new talent pools and new solutions for a more fluid and ad hoc‐based workforce. This needs consideration on ethics and values, both for organisations and individuals. At a societal level, people are increasingly going hand in hand with robotics and artificial intelligence in sharing expertise and producing outcome. To account for future challenges, behavioural, attitudinal and cultural changes must be implemented successfully. Aspects considered during the breakout session included: (1) increased complexity, (2) the crowd workforce, (3) citizen science, (4) stakeholder engagement, (5) talent pools and (7) entrepreneurship. Moreover, it should be recognised that knowledge and expertise are distributed throughout society and are thus not limited to scientists. These elements need constant consideration and adaptation to ensure preparedness for the future. people) are the three basic elements underlying risk assessments. The participants indicated that risk assessment bodies involved in food safety such as EFSA must recognise that data, methods and expertise (i.e. Future challenges call for multiple and multidimensional responses, some of which were addressed at EFSA's Third Scientific Conference. If you’d like to subscribe to my bi-weekly newsletter, INMA members can do so here.Envisioning the expertise of the future in the field of food safety is challenging, as society, science and the way we work and live are changing and advancing faster than ever before. “The benefits of AI as far as I see it that it must benefit four Ps: people, planet, purpose, prosperity (economy). We need the tools but we need to control them. The person with AI will win in the future, but AI will not beat the person. Commodity jobs will be robotised if not already, but robots don’t have feelings, emotions, intuition, etc., that humans have. So, maybe there is a cautious approach we need to take when bringing AI into advertising, too? He used a chilling example of asking the Indian audience what AI would say if we asked it, “How can we solve the problem of climate change?” Its answer, he says, would be, “Kill all humans,” as “algorithms know the logic of everything but have the feeling of nothing.” not to have its own sense of what is right or wrong and determining outcomes for us. However, Gerd describes AI hell where it brings us much unpredictable bias and error (can it be trusted?), alternative realities based on illusions and simulations, and even dehumanising us all as a race.ĭehumanising? Gerd says he wants his computer to do a competent job of what he tells it to do. Gerd Leonhard, a German futurist, speaker, and author, says humans will control where AI goes.Īnd you can immediately see lots of benefits in advertising for getting rid of commodity and routine work here, be it helping write better pitches, automating sales lead outreach, scheduling of meetings, offering chatbot services for advertisers, tailoring product ads, et al. He paints picture of heaven or hell.ĪI heaven is where it provides efficiency and productivity gains by offloading “commodity work”/shifting routine work to machines and accelerating human knowledge via research and discovery. AI can and will certainly be transformational, he said, but how it shapes all our futures will be largely determined by what we (as a human race) want from it. Gerd addressed the recent Indian media festival in Delhi where he talked AI. Let me set out some of my overall AI observations, particularly from Gerd Leonhard, a German futurist who has been both a keynote speaker at a previous INMA World Congress and a special guest on my UK radio show ( The UK Brand Show).
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