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2023 m. birželio 25 d., sekmadienis

Dirbtinis intelektas kol kas neskatina atleisti iš darbo rinkodaros specialistus

   „Generatyvusis dirbtinis intelektas (AI) jau buvo naudojamas, kuriant reklaminę medžiagą ir sumažinant tam tikrą nuobodžių darbų kiekį. Tačiau rinkodaros specialistams kyla vienas klausimas: kaip greitai tai ateis juos pakeisti jų darbo vietoje?

 

     Laiko juosta neaiški, tačiau AI gebėjimas remtis duomenų telkiniais, kad padėtų kurti skelbimus, gali pralenkti žmogaus veiklą. Be to, didėja spaudimas naudoti šią technologiją vardan didesnio produktyvumo ir išlaidų taupymo, įskaitant atleidimus iš darbo.

 

     Tačiau didžiausią ilgalaikį poveikį gali turėti tai, kaip dirbtinis intelektas keičia rinkodaros darbo pobūdį. Vadovai teigia, kad jiems neišvengiamai reikės perkonfigūruoti darbo krūvius ir įdarbinti žmones, turinčius AI patirties, o kai kurie teigia, kad dėl permainų jų komandose liks mažiau darbuotojų ir mažesni biudžetai.

 

     Kol kas BRO nori nustatyti, kaip dirbtinis intelektas gali padėti, atliekant tokias užduotis, kaip atsakymas į socialinės žiniasklaidos įrašus ir individualių pranešimų kūrimas individualiems vartotojams, sakė Laura Beaudin, konsultacinės įmonės „Bain & Co“ partnerė.

 

     „Žvelgiant iš BRO perspektyvos, jie turės būti vieni iš pirmųjų, turinčių labai tvirtą paaiškinimą, ką tai reiškia ir kaip jie tai priima“, – sakė Beaudinas.

 

     Remiantis rinkos tyrimų bendrovės „NewtonX“ „The Wall Street Journal“ atlikta apklausa, pagrindinis rinkodaros specialistų AI tikslas šiuo metu yra padidinti savo kampanijų efektyvumą. Kai buvo paprašyta įvardyti atitinkamus tikslus, 78 % rinkodaros specialistų pasirinko didesnį efektyvumą, o 63 % teigė manantys, kad dirbtinis intelektas padės sukurti naujo tipo turinį.

 

     Vadovai taip pat mano, kad dirbtinis intelektas padės jiems sumažinti išlaidas vidutiniškai apie 13 proc., rodo apklausa. 19 % apklausos dalyvių teigia, kad didžiausias tų sutaupymų šaltinis bus vidinis darbuotojų skaičiaus mažinimas.

 

     Tačiau darbo vietų praradimas kurį laiką išliks nedidelis dėl teisinio netikrumo dėl dirbtinio intelekto, teigia rinkos tyrimų įmonė „Forrester“." [1]

 

1. EXCHANGE --- Artificial Intelligence Isn't Booting Marketers, for Now. Coffee, Patrick. 
Wall Street Journal, Eastern edition; New York, N.Y. [New York, N.Y]. 24 June 2023: B.3.

Artificial Intelligence Isn't Booting Marketers, for Now.

"Generative AI has already been used to create advertising materials and reduce a certain amount of grunt work. But one question hangs over marketers: How soon will it come for their jobs?

The timeline is unclear, but AI's ability to draw on pools of data to help create ads could begin to outpace human performance. And pressure is growing to embrace the technology in the name of both enhanced productivity and costs savings -- including through layoffs.

The biggest long-term impact, though, may be in how AI changes the nature of jobs in marketing. Executives say they will inevitably need to reconfigure workloads and recruit people with AI expertise, while some say the shifts will leave their teams with fewer employees and smaller budgets.

For now, CMOs want to determine how artificial intelligence can help with tasks such as replying to social-media posts and creating personalized messages for individual users, said Laura Beaudin, a partner at consulting firm Bain & Co.

"From a CMO's perspective, they are going to need to be one of the first to have a very solid explanation of what it means and how they're adopting it," Beaudin said.

Marketers' top goal for AI for now is to increase the efficiency and effectiveness of their campaigns, according to a survey conducted by market research firm NewtonX for The Wall Street Journal. When asked to name relevant objectives, 78% of marketers picked greater efficiency, while 63% said they think AI will help them produce new kinds of content. 

Executives also think AI will help them cut costs by around 13% on average, according to the survey. Internal head count reductions will be the biggest source of those savings, according to 19% of survey participants.

Yet job losses will remain modest for some time due to legal uncertainty around AI, according to market research firm Forrester." [1]

1. EXCHANGE --- Artificial Intelligence Isn't Booting Marketers, for Now. Coffee, Patrick. 
Wall Street Journal, Eastern edition; New York, N.Y. [New York, N.Y]. 24 June 2023: B.3.

Pivot to the Pacific? That Misses the Point.

"Should the U.S. give Asia priority over Europe? According to some national-security experts, the answer is increasingly yes. America's resources are finite and its military capacity limited, the argument goes, so it should direct them to the Pacific theater, where China appears poised to attack Taiwan. Meantime, the Europeans can handle Vladimir Putin.

This argument ignores what should be the military's primary focus: rebuilding its war-fighting capabilities. America needs to be able to respond wherever its interests are threatened -- be it in the Atlantic or the Pacific, whose theaters are inextricably linked.

Since the end of the Cold War, our national-security community has increasingly conceived of war as a series of controllable conflicts. This mindset has come in large part from the military's experience of fighting for two decades on 18th-century battlefields with 21st-century weapons. In its counterterrorism and counterinsurgency operations, the U.S. has controlled the airspace, managed secure communication and control nodes, and enjoyed largely unchallenged logistics systems.

This dominance over time led our defense establishment to accept a false sense of security. As successive administrations sought to capitalize on the "peace dividend," they pursued domestic policy at the expense of the military, leaving the Defense Department with a significantly smaller Joint Force. After 9/11, the military was reformatted for expeditionary operations, specializing in "just in time" efficiency capabilities for weapons and munitions production. Though Washington thought this transformation was wise, it has since left our military unprepared for direct conflict against our two pre-eminent competitors.

The American military lacks the resources to contend with mobilizing Russian and Chinese forces. The U.S. Army came up 15,000 soldiers short -- or 25% -- on recruitment targets last year. A senior Army official told Congress last month that the service is projected to miss its target again for 2023. Many European armies are similarly underequipped, especially the U.K., France and Germany. The only North Atlantic Treaty Organization countries that have seriously begun to rearm -- Finland, the Baltic states, Romania and especially Poland -- are on Europe's eastern flank. This comes as Moscow has announced it will increase its military to 1.5 million personnel by 2026 and as China continues to enhance its navy, which is already larger than America's.

Meantime, over the past 30 years the U.S. defense industry has consolidated from 51 to five aerospace and prime defense contractors. This mismatch has led to multiyear delays for weapons and munitions deliveries to our forces and allies. As a result, our military isn't positioned to fight simultaneous and potentially uncontrollable conflicts on the horizon -- a problem that no amount of strategic finessing, rebalancing between theaters, or technological sophistication can resolve.

There's a way forward, but it will require that we invest in expanding the military and the defense industrial base. The U.S. Navy, for instance, operates more-capable ships than the Chinese navy. Yet numbers matter, as even the most sophisticated ship can't be in two places at once. American munitions may be orders of magnitude more precise than what the Chinese or the Russians can bring to the fight, but if U.S. stocks are insufficient, they will run dry while the enemy keeps firing.

The events in Ukraine offer a useful real-time example. According to U.S. estimates, the Ukrainian forces last year fired roughly 3,000 artillery rounds a day. America has responded to that demand and plans to boost its production of its 155mm artillery shell "from 14,000 a month to over 24,000 later this year" -- reaching 85,000 a month by 2028. That's a significant improvement, but such production and stockpiling, for the U.S. and its allies alike, needs to be ramped up across a series of weapons if the military is to be prepared for long-term battles against its two determined adversaries.

Instead of debating whether we should "pivot" to the Pacific, we should focus on enhancing U.S and European war-fighting capacities. In so doing, we must move from a fixation on "just in time" efficiencies to a "just in case" approach that puts a premium on stockpiling weapons and ammunition. Our national-security policy makers should abandon the assumption that future battles will resemble those of the past. When fighting a near-peer or peer adversary, the U.S. will need to have excess defense industrial capacity to respond should its logistical chain suffer from enemy attacks.

When it comes to national defense, the U.S. needs sufficient weapons and ammunition to deter its adversaries -- and, if needed, to defend itself and its allies in Europe and Asia. Rebuilding its defense industrial base should be the top priority. No amount of strategic finessing can substitute for the real hard power the U.S. military must bring to the fight.

---

Mr. Michta is dean of the College of International and Security Studies at the George C. Marshall European Center for Security Studies in Garmisch, Germany, and a nonresident senior fellow at the Atlantic Council's Scowcroft Center for Strategy and Security." [1]


Mr. Michta does not discuss how to survive a nuclear World War III. That is fatal omission if our opponents are not goatherds in Afghanistan.

1. Pivot to the Pacific? That Misses the Point. Michta, Andrew A. 
Wall Street Journal, Eastern edition; New York, N.Y. [New York, N.Y]. 24 June 2023: A.13.