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How AI can influence a brand’s success: Review of the guest lecture by Rob Taylor, Natter.AI

“How AI can influence a brand’s success.” Rob Taylor, CEO of Natter.ai, spoke about this topic in his guest lecture on December 17th at Brand University.

Natter.ai is a specialist consultancy that focuses on harnessing the powers of Natural Language Processing AI to redefine how businesses interact and engage with their customers.

In his presentation, the AI expert explained not only how machines become intelligent, but also what this progress can entail for brands.

On the one hand, the diversity of marketing channels and the trend towards personalization means that humans need technical support. On the other hand, artificial intelligence still makes many mistakes that can have a negative impact on a brands image.

The reason for this? “Humans are messy,” says Rob Taylor. Not all the data used to train AI is perfect, and many of the user’s actions deviate from the learned standard of the machines. Such as dialects and accents that regularly mislead voice services like Alexa and Siri.

Even if humans themselves cause the problems of artificial intelligence, they are also their solution. “Humans can fill the gaps where AI reaches its limits”.

The best example: We can see immediately if a photo shows a pain au chocolat or a sloth face. AI, on the other hand, has a hard time.

With this in mind, Rob Taylor encouraged students not to be afraid to work with the technology. “The subject is less complicated than it may seem. However, it must be handled with care and the output of an AI must be reflected and fully tested before it can be used by customers. Mistakes can do great damage to a brand,” the expert says.

We thank Rob Taylor for his exciting guest lecture!