Authentic intelligence is about creating something original and of value. AI (i.e., A.I.), or artificial intelligence, is, well, the opposite... kind of.

There is no denying that AI (the popular kind) has made great strides in recent months. We mean, if you can create demo/pilot videos with moving images, clear speech, and accompanying text (whether it be captions, credits, etc) based on a few prompts, there’s likely going to be some positive results being derived from it. It also sets a precedent for full-length films and/or presentations moving forward. Maybe we won’t see them making prime-time television or in movie theaters (let alone one or more of the many premium Internet television outlets) within the near future, but it’s likely going to be inevitable at some point. This is where we have a couple of questions that need to be addressed.

The elephant in the room is, as most of us know, plagiarism. How can you give full credit to someone when something (i.e., 1s and 0s) made contributions alongside them? It (or the people behind the prompts) likely didn’t ask for permission. They likely didn’t vet the content to ensure that direct quotes weren’t made, either. Ideas were, for lack of a better word, mixed to create something entirely new, with its cohesiveness being up for debate. At least with regards to content creation, we see AI as an excellent tool for brainstorming, at best; speech-to-text would be a close second. It can also provide some insight into the collective subconscious of individuals (bringing to light purchasing behaviors and other social trends), but the motivations behind them will always be a mystery to, well, robots… mainly because the subconscious mind rests with each individual in question. Even for a human, it’s difficult to bring to the surface, let alone decipher it.

So, what do we do as far as content creation? We’re marketers, but we’re also creators. Alternatively phrased, we’re both artists and architects. Authentic intelligence takes virtually nothing and makes it into something. And that’s something AI could never do. Therefore, when a mishmash or mockup of original theories, concepts, and quite literally any kind of work is conjured up, we naturally feel threatened. AI is ruthless in that regard. It’s not personal. It doesn’t care, but there are humans behind every prompt… so, shouldn’t they remain accountable (as opposed to simply being rewarded for their “efforts”)? We’re not talking about penalties, but, in our humble opinion, credit should be offered where credit is due. Some major tech players have already implemented systems for this exact purpose, but are they effective? Is everyone involved along with their associated contribution truly going to be attributed? We highly doubt that, and this is our greatest concern.

Intellectual property needs to be protected, as anyone would their land or belongings. Sadly, giving in to pirates or colonizers is difficult to avoid, AI notwithstanding. So who, or what, do we turn to when we’re essentially being violated of our unique thoughts (and sub-thoughts) and actions, especially when they’re, once again, original, natural, and well-intentioned? Everyone’s attempting to jump on the AI train, but is it going anywhere in reality, and if so, is it well-directed? We’re not so sure of either. We hope it is, but we’re not sure.

AI, when used responsibly, can benefit all parties across various industries (engineering, medical, academic, entertainment, etc). Artificial intelligence apps for saving time, improving your workflow, teaching your kids (or yourself) a new skill, helping with pets, and just making everyday life more efficient, are already here & tangible — but certain presets and guidelines need to continue to be followed, with follow-up. Otherwise, we anticipate that, eventually, countless legal issues will arise. The latter isn’t good for business nor is it good for the overall morale of the people in which AI serves (or should serve, rather).

We don’t want to discourage anyone from opportunities relating to AI. We just think that authentic intelligence (meaning that which is genuine and comes from a place of innovation [i.e., you]) is a safer (and, in some cases, better) bet for most people, brands, companies, and organizations… both in the short and long-term. If you can sacrifice speed & quantity for reliability & quality, it’s an option worth considering.