It can be hard to appreciate the homogenizing effects of various strong influences around us. Social justice, for example, aspires to mediocrity, as excellence is relative and allows some to succeed and, invariably, some fail. Better we should all be mediocre, or equitable as it’s benignly described, than hard work and talent be rewarded. If we’re all beautiful, then no one can be more beautiful. And the unbeautiful will be just as entitled to prominence as the gorgeous, even though we all know they’re butt ugly.
But our reliance on technology similarly pushes homogenization, as Carolyn Elefant describes in a very interesting post, dystopianly entitled “Alexa, Please Hire Me A Lawyer: How AI Will Change EVERYTHING We’ve Been Taught About Marketing Legal Services.” Before getting to the meat, it’s worth noting the word “please” in the request to an AI service. There’s nothing wrong with being polite by default, as most of us are, but there is a belief that when talking at (not “to,” but “at”) HAL, you ought to be nice. So as not to hurt HAL’s feelings.
Yes, I realize that asking an AI-assistant to find a lawyer sounds far-fetched — like something out of a bad sci-fi movie. But Marketing in the Age of Alexa , a thoughtful, must-read article by Niraj Dawar in this month’s issue of the Harvard Business Review will persuade you otherwise. Dewar describes how consumers will come to rely on AI-assistants not just to carry out instructions like purchasing laundry detergent or scheduling a dog-walker, but also to anticipate their needs.
