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人工智能永遠(yuǎn)無(wú)法取代人際聯(lián)系

人工智能永遠(yuǎn)無(wú)法取代人際聯(lián)系

Marc Rey 2018年04月16日
人工智能無(wú)法取代人的交往和人的心靈,如果搞人工智能的企業(yè)忽略了這一點(diǎn),那么人工智能可能將成為一種威脅。

Mads Perch/Getty Images

在所有關(guān)于人工智能的熱議中,有一點(diǎn)是十分正確的:人工智能確實(shí)能做一些非常了不起的事,它能正確解讀消費(fèi)者看電視或聽音樂的品味,在高峰期找到最不堵車的回家路線,人工智能的可能性簡(jiǎn)直無(wú)窮無(wú)盡。但這項(xiàng)技術(shù)卻無(wú)法取代人的交往和人的心靈,如果搞人工智能的企業(yè)忽略了這一點(diǎn),那么人工智能可能將成為一種威脅,而不是一種機(jī)遇。

因此,關(guān)鍵是要用人工智能增強(qiáng)和提高人的因素,而不是取代人的因素。這一點(diǎn)在高端美容行業(yè)尤為明顯?,F(xiàn)在這個(gè)行業(yè)的一些企業(yè)已經(jīng)將產(chǎn)品開發(fā)技術(shù)與AI中“人的因素”結(jié)合了起來(lái),從而幫助人變得更美麗。

比如在我工作的資生堂公司,我們就使用了AI技術(shù)定制和加深消費(fèi)者的體驗(yàn)。同時(shí)我們秉承尊重、信任、無(wú)私的“以心致誠(chéng)”理念,在方方面面都添加了“人的因素”。

我們最近收購(gòu)了加州帕洛阿爾托市一家名叫MatchCo的創(chuàng)業(yè)公司,這家公司開發(fā)了一款移動(dòng)應(yīng)用,消費(fèi)者可以用它掃描自己的膚色,為自己制定一款量身打造的粉底。在這個(gè)案例中,AI技術(shù)并沒有削弱每個(gè)人的固有特質(zhì),而是加強(qiáng)了與客戶的情感聯(lián)系。

人工智能經(jīng)常能精確地發(fā)現(xiàn)我們的偏好,并據(jù)此提出建議,但目前它能精準(zhǔn)預(yù)測(cè)的東西并不算多。在有些情況下,比如當(dāng)你試圖與消費(fèi)者建立真正的情感聯(lián)系時(shí),AI的預(yù)測(cè)能力有時(shí)甚至?xí)蔀橐环N負(fù)擔(dān)。而與消費(fèi)者建立情感聯(lián)系,正是消費(fèi)者服務(wù)的核心。

首先,人是偶爾需要一些驚喜的,它會(huì)將普普通通的一次購(gòu)物變成一種更深的、更愉悅的體驗(yàn)。在這方面,AI只能提供一個(gè)框架。而當(dāng)消費(fèi)者意外挑中一種自己喜歡的顏色或香氣時(shí),這種情感效果絕對(duì)是AI無(wú)法比擬的。

與消費(fèi)者建立親密關(guān)系對(duì)任何主營(yíng)奢侈品或生活方式的公司都是十分重要的。在這方面,科技是永遠(yuǎn)無(wú)法取代人類的情感的。比如蘋果公司和愛馬仕合作推出智能手表,達(dá)美航空為精英會(huì)員推出了保時(shí)捷上門接機(jī)的驚喜服務(wù)(但是該服務(wù)是無(wú)法提前預(yù)約的),這些令人愉悅的體驗(yàn)只有通過(guò)人際交付才能實(shí)現(xiàn)。

在各種推銷算法和大數(shù)據(jù)的狂轟爛炸下,消費(fèi)者買不買一種產(chǎn)品,往往取于他們的情感需求,而不是理性選擇。這也解釋了為什么經(jīng)濟(jì)危機(jī)期間口紅的銷量不降反升。當(dāng)世間的一切貌似都無(wú)法掌控時(shí),嘗試一種新的口紅顏色也就成了一種合理的人性沖動(dòng)。對(duì)于這種沖動(dòng),機(jī)器既不能理解,也無(wú)法預(yù)測(cè)。

換言之,科技的目的是要深化人與人的關(guān)系?,F(xiàn)今世界,科技的變革速度越來(lái)越快,個(gè)人往往會(huì)有被時(shí)代拋棄的感覺,人與人的情感聯(lián)系則更顯得無(wú)比重要。(財(cái)富中文網(wǎng))

本文作者M(jìn)arc Rey是資生堂美洲分公司董事長(zhǎng)兼CEO。

譯者:樸成奎

For all the hype about artificial intelligence, this much is true: AI can do some pretty amazing things. Whether correctly predicting consumer tastes in television shows or music, or finding the best route home in rush hour traffic, the possibilities seem endless. But technology still can’t replace the human touch or the human heart, and for the businesses that lose sight of this, AI may be a threat rather than an opportunity.

The key is using artificial intelligence to augment and enhance the human element, rather than replace it. This is especially apparent in the luxury beauty industry, which has successfully married the technical science of product development with the human ability to make people feel beautiful.

For example, Shiseido, the company I work for, uses AI to customize and deepen the consumer experience. But we also apply a human touch to everything we do, adhering to the Japanese philosophy of omotenashi, which describes the subtle connection between respect, trust, and selflessness.

We recently acquired MatchCo, a Palo Alto, Calif. startup that developed a mobile app enabling consumers to scan their skin tone to identify and create a personalized foundation, and then order the customized blend. Rather than diminish the unique qualities inherent in every person, like technology sometimes does, in this case, AI actually intensifies the emotional relationship with the customer.

AI can frequently pinpoint our preferences and make suggestions as a result, but there are very real limits to what it can get right. What is more, in some cases, the ability to predict can be a liability when it comes to building a genuine emotional connection to consumers, which is at the very heart of serving them.

The need to surprise is one example, and this can be crucial to help turn an everyday purchase into a deeper, more pleasurable experience. Here, AI might provide a framework—but there is no match for human emotion in picking out an unexpectedly pleasing color or fragrance.

Similarly, when it comes to creating an intimate connection with consumers, which is essential in any luxury or lifestyle industry, technology will never replace human sensitivity. Note Apple’s teaming up with Hermès to create a smart watch, or Delta’s surprise-and-delight service that transfers elite customers from gate to gate in a Porsche but can’t be requested or scheduled beforehand. These aspirational experiences are made possible only through human curation.

Because for all the power of algorithms and big data, the decision to buy a product is often rooted in emotional need rather than rational choice. This explains why lipstick sales increase in times of crisis. The pleasure of trying out a new color when everything else seems out of control is a human impulse that machines can neither comprehend nor anticipate.

To put it another way, technology needs to be at the service of deepening human relationships. In a world where technology is evolving at a faster and faster pace, and individuals can feel like they are being left behind, human connections put us back at the center of the equation.

Marc Rey is the president and chief executive officer of Shiseido Americas.

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