We live in a world where technology has become an extension of ourselves. From morning routines to workplace efficiency, tech is intertwined with our daily lives. But at the heart of every digital solution is people.
Let’s face it, technology is incredible. It’s basically magic. You may even have a robot vacuum in your house or compose emails as you wait in line for coffee. All it takes is a few clicks to have goods delivered right to your door. Several problems can be resolved by technology and the business sector is no exception. Tech-driven solutions, from automation to data analytics, have completely changed the way businesses function. Before you can say “AI-powered optimisation,” we can predict trends, crunch figures and streamline operations.
However, it’s humans who unleash the brilliance of tech. Like an elegant waltz, humans and machines can work in harmony to produce magic – whether it’s in your personal life or unlocking efficiencies in a business.
It’s a fantastic tool, but technology is still learning how to truly comprehend what people want. That is where humans fit in. Because no two people are alike when it comes to their emotions or perceptions, it requires a human touch that is aware of the emotional undertones of every connection.
We understand nuance and body language. A customer can say one thing and mean another – and as humans, we pick this up naturally whereas technology can’t.
Now, imagine the human, with intuition and an ability to read the room, empowered with the best technology, whether it is in the form of automation, AI, machine learning, or any other advancement. That’s where the value lies. Technology augments human intelligence. The businesses that get this right enjoy the benefits while those that don’t may end up feeling as though they just invested in tech for tech’s sake.
Technology augmenting human intelligence
Let’s discuss PR and marketing. Consider attempting to establish a brand with only AI. Yes, it can do data analysis, forecast trends, and even produce content (well, barely passable content, if we’re being honest).
But here’s the truth: AI can’t capture the heart of a brand because AI doesn’t have a heart. It doesn’t know what makes your audience laugh, cry, or feel inspired. It has a data pool of what makes people laugh or feel inspired, but it doesn’t have the ability to sit opposite a CEO, listen, read the room and understand nuance, and then write compelling thought leadership. It isn’t an expert in the local media landscape, it doesn’t “feel” what the current news cycle means for your brand.
Now, let’s go back to the concept of technology augmenting human intelligence. When highly experienced and empathetic humans create compelling content, there is a sea of digital solutions to augment its reach and improve measurement – because all businesses want to see ROI for their marketing spend.
Beyond this, technology businesses would do well to seek out marketing and PR partners that are tech specialists because their brands need human nuance to communicate the benefits of their technology solutions to businesses across various sectors.
By Carla White, PR & Digital Account Manager
