While artificial intelligence is poised to take over low-paying, low-skilled jobs, it's been shaped to assist copy writers in the creative industry
. Noting that “we’re already letting the machines take over,” Brown says workers need not fear losing their jobs to AI: “even in an AI-driven future, humans will remain a valuable commodity worth investing in. They will continue to deliver value that machines do not.”
Brown talks of the limitations of AI, noting that “Despite the hype, most AIs are designed to be very good at solving a specific problem under very particular parameters. Introduce a variable and the system breaks down or a new model needs to be created.
Wilson and Daugherty point out that “Smart machines are helping humans expand their abilities in three ways. They can amplify our cognitive strengths; interact with customers and employees to free us for higher-level tasks; and embody human skills to extend our physical capabilities.”’s example of AI helping write marketing copy is an example of amplification of our cognitive strengths.
"AI can't hurt if it generates interesting suggestions," Mr Sutherland admits, "but it's like satnav [satellite navigation] in a car. Great for directions but you don't allow it to drive the car!" Sutherland tells Dempsey that he doesn’t see AI taking over in creative industries, and if it were to do so, some vital human element would be lost. "As a stimulus, suggesting ideas, it has a great future. As a source of judgement it's dubious."
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