Humans + Humans: what Artificial Intelligence can really give us

Interview with Francesco Morace, President @ Future Concept Lab

Francesco Morace
President @Future Concept Lab

Homo faber ipsius fortunae.

Is man really the architect of his own fate?

The Renaissance motto, with man who, having to compete with powerful Artificial Intelligence algorithms, must position himself at the center of the universe once again, is more relevant today than ever before.

It is true that AI works through and processes huge amounts of data at high-performance speeds. But, as Francesco Morace, author of “Futuro+umano. Quello che l’Intelligenza Artificiale non potrà mai darci” (Future + Human: What Artificial Intelligence Will Never Be Able to Give Us), points out, this is “meaningless”.

What does he mean? Despite being highly functional on a practical (computational) level, AI is unable to make sense of what it processes. It is in this context that added human value comes into play, with technology to enhance it.  

The risk is linked to passiveness: in the chaos resulting from the hyperchoice determined by current consumption and where whims are a regressive form of desire, man must take back ownership of his listening skills. Technology only has to accompany him, magnifying them.

According to the conceptual grid developed by Morace, the “negative” dimensions of whims, passiveness and chaos should be contrasted by those of curiosity, passion and care. With the support of AI, the synthesis of these processes reveals taste, ingenuity and quality, areas in which Italian creativity can excel.

But how is this concept applied to marketing? AI can give a competitive advantage because, if it exploits the data on user interests and behavior that it manages to collect, it can enable the recognition of every single consumer’s unique nature. Perhaps we should go as far as calling the consumer a consumAuthor, because they want to feel like the protagonists of a brand’s communication.

Obviously, human creativity must be added to technology. This is what happens with Content Intelligence (which we spoke about here) and the tools that integrate it (THRON’s Italian SaaS DAM is an example).

Starting out by measuring both anonymous and profiled user interactions through content, this strategy is able to identify the themes and formats that have led to conversion the most. Of course, AI provides metrics, but then it is down to the brand’s editorial team to know how to best take advantage of the data collected to come up with content that is increasingly effective, enhancing the rules of marketing automation.

Let’s find out more about this topic with expert Francesco Morace, President of Future Concept Lab.


Q: What do you think the advantages are in placing Artificial Intelligence at the service of creativity?

A: The advantage lies in managing to combine and converge two human potentials: the ability to perceive the technique as a strengthening of one’s own actions, and the capability to create innovation through unexpected connections that a machine will never be able to take advantage of.

They are not conflicting dimensions but, on the contrary, can achieve an expert balance: what’s important is being aware of it. Artificial Intelligence can, therefore, multiply the creative spark, defining its boundaries, enhancing its applications, and optimizing its effects from both a sales and communication point of view. Creativity produces experience and AI draws value from the creative experience.

But, if creativity stops, the experience becomes sterile and AI goes around in circles. We shouldn’t fear machine intelligence and its learning capacity. Instead, we should avoid the stupidity and obtuseness that humans are capable of.


Q: What do you mean by consumAuthor and why are we talking about the hyperpersonalized future of marketing?

A: The consumAuthor is an individual who is free to make their own choices: a designer of their own existence who aims to have a unique, memorable and special experience. They are no longer satisfied with approved products, brands and services, which are the same for everyone, to demonstrate their social status. Instead, they want to be recognized as protagonists who are able to make a difference and stand out.

In this way, personalization is becoming the currency of new marketing. Protocols are then developed to share and circulate their own tastes and choices on social media and in their own communities. In this way, hyperpersonalized consumption dynamics are achieved.