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明星潮流|The shiny object? 闪亮之物( 二 )


- Are "Bright Shiny Objects" Worth Your Time (And Money)? Forbes.com, July 23, 2013.
2. Artificial intelligence is the thing right now, so naturally, any modern marketer can’t afford to miss out. In the latest edition of Confessions, where we trade anonymity for candor, a senior media agency exec argues that most clients chasing AI are mostly doing it for public relations, not business objectives. Here’s our conversation, lightly edited.
There’s a lot of interest around AI.You have the senior-most clients, generally CMOs and even CEOs, who are trying to make sure their company is in the press, saying, “Brand X is doing something innovative.” And there are only two things at their shiniest point right now, and that’s AI and blockchain. The conversations start with, “We want to be innovative.” Then, there’s a big pause. That translates into: “I’d like to have some press about it and speak on stage about it.”
How bad is the misinformation?I’ve had clients asking me how to buy [an IBM] Watson. We see a lot of this. We try to talk them down, to say there’s a lot of this that’s based on promise, not reality. The year of mobile is a perfect example of that. Until the phones became widely distributed and platforms emerged to use them, it was just talk.
【明星潮流|The shiny object? 闪亮之物】Is there even agreement on what AI is in the first place?There are as many definitions as there are grains of sand on the beach — like programmatic, it’s become a word that has many meanings.
Will AI mature into something important?I’m hugely bullish that it’ll transform our business, but I’m realistic. If you have very large data sets, these algorithms can process them in a way that humans can’t figure out, like understanding how to bid on programmatic for different kinds of audiences. The problem is, very few clients have their data act together. So they all want to try AI, but they don’t have anything to feed it.
...
What’s the cost of all this chasing shiny objects?I think some chasing the shiny object is healthy because even if don’t get all the way there, we get down the path. The cost is that some programs that we know are working get starved a little. The money’s always coming from somewhere. Most will cut the print budget — that’s the first cupboard that gets raided — or the platforms they’ve had a long time. We do spend a lot of time chasing down different opportunities that turn out not to be a thing.
- ‘It’s a lot of chasing shiny objects’: Confessions of an agency exec on AI, by Lucia Moses, March 9,2018.
3. On Wednesday, President Donald Trump used some of his time at an important press conference to take a shot at Steve Kerr over the Golden State Warriors coach opting to give the situation between the NBA and China more thought before he gave an answer.
Trump said that Kerr "was like a little boy, he was so scared to be even answering the question. He couldn"t answer the question — he was shaking, "Oh, oh, oh, I don"t know. I don"t know. He didn"t know how to answer the question, and yet he"ll talk about the United States very badly."


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