“ALL SOCIAL AND TECHNOLOGICAL CHANGES TAKE TIME”

On November 22nd at 9:30 am the Newspaper PublicidAD will hold the third edition of the Forum on Artificial Intelligence & the Metaverse. The event will take place at Callao City Lights. Let’s kick things off with an interview with SOMOS Experiences' Innovation Director, Jordi Planas.

Last year Artificial Intelligence was said to be on the up and up. Is this still the case or contrarily, has development already slowed?

I think growth has been exponential. I think we are in a very interesting democratization stage where anyone can test an idea very quickly and at a low-cost using APIs. This means technology is spreading and being used in different ways or in industries that are not purely technological. 

Will voice AI be as big as the Internet? Will we end up talking to the fridge?

In Interaction Design, we have always said that the best interface is the one that doesn’t exist. Voice AI solves many UX issues, as well as accessibility issues for many types of users. We probably won't talk to the fridge, but we will talk to any device that offers users relevant experiences. 

Does using Artificial Intelligence help to understand and deepen human knowledge?

Surely, it helps synthesize and order complexities that at a human level cannot be assumed and this will probably lead us to conclusions. The human being is an accumulation of historical, physical, sentimental, and political data, and all that information is immeasurable without algorithmic translations. 

Meta drops in the stock market and Zuckerberg's fortune plummets. Is the Metaverse a hoax? Or, is it a smokescreen to divert attention?

I don't think it was a hoax, but rather excessive optimism when we are still in a prototype phase. Any social and technological change takes time. Meta and its investors assumed the Metaverse was ready today, but it surely will be real in the medium/long term future.

How will this impact digital marketing?

There will be a widespread crisis of confidence especially in new technologies, web3, tokenomics, and devices. This will mean that proposals' quality and innovation will be more conservative.

Interview published in La PublicidAD