Artificial intelligence (AI) is already among us, widely in use. Personalized recommendations for series and movies on streaming platforms, podcasts, targeted ads... All of this is part of AI and deeply ingrained in every aspect of Western society. The opportunities AI offers in healthcare and medicine – analyzing vast, unimaginable amounts of data, robotics, remote surgeries – are extensive and can do a lot of good. The same goes for telecommunications, manufacturing, logistics, and elsewhere.

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In marketing and strategic communication, AI also offers immense possibilities for use and consequently process improvements. Better understanding of target audiences is certainly the first thing that comes to mind, followed by process optimization, easier identification of emerging trends, and opportunities. By using AI-powered tools, companies can gain insight into customer behavior, optimize marketing actions, and identify emerging trends and opportunities.

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Technological progress has immensely facilitated our lives – can you imagine not having a computer or smartphone, fast internet, and all possible information just a few clicks away? Imagine still having to drive to every meeting, sitting in traffic during rush hour to cross town or country instead of simply joining a video conference? Or even – not having access to a car, bus, or train at all? But every coin has two sides, so it's worth considering potential dangers and ethical concerns, especially keeping people in mind – colleagues learning to use new tools, and society, which we address and influence.

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There is much debate about whether AI will replace humans and certain professions will disappear. Definitely. But what I miss is a broader discussion about what AI brings to individuals and relationships. I want to reflect on what AI means for society's development in the next ten, twenty, or even thirty years. How will it affect relationships between people? The experience of the coronavirus has led to an increased incidence of depression, loneliness, anxiety, and other psychological problems associated with a lack of genuine personal contact. How will AI affect this aspect? Will we have even more virtual meetings, possibly with created avatars? Today, we sometimes chat with a so-called bot instead of a human in customer support chats, what will it be like in the future? Recently, an acquaintance told me that he sometimes doesn't even respond to emails himself anymore, but instead lets AI do it for him. So where is the world headed? If bots correspond instead of us, what will become of us? How will this affect our psychological well-being and our intelligence? It is proven that training the brain, for example with crosswords, puzzles, and the like, helps maintain cognitive abilities in old age. If AI responds to emails for me, prepares a strategy for a client, chooses an "outfit" for me, and makes a grocery shopping list, what will my brain do? What does this mean for the development (or decline) of cognitive abilities in old age? For the development of diseases typical of later years – memory disorders, understanding, even the development of dementia or Parkinson's disease?

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Another perspective that I find worthy of wider discussion is the purpose of developing AI. What do we want to achieve with this? Greater productivity and earnings? Employee safety, because technology will do dangerous work instead of humans? Shorter working hours, because AI will take over some work tasks?

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And last but not least, I am also interested in what AI means for the culture in organizations. Study after study confirms that organizational culture and the resulting relationships are extremely important in recruiting and retaining employees. For Generation Z, (fair) pay is basic hygiene, and important priorities are interesting work tasks, personal growth, diversity, relationships, and responsibility (towards society, the individual, and the environment). What role will AI play here?

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I believe that curiosity will continue to guide us in the future, and we will develop new technologies that will make our lives and work easier. However, alongside satisfying personal or societal curiosity, we must not forget to consider the broader implications of technological progress and the responsibility that both individuals and organizations should be aware of. Because, if I may reiterate the opening thought: curiosity is what drives innovation, not the other way around. Let it remain so for now – if we don't want to forget about responsibility.

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The column was originally published in the print magazine Super Brand, #10, Summer 2023. You can order the magazine here.