May
27
AI meets AI
Can artificial intelligence improve actual intelligence?
This the first in a series of articles that aims to investigate if AI can improve the performance of professional marketers. I am not a scientist, but I have been lecturing about the growth of automation, marketing technology and the potential of AI for the past 5 years. My university colleagues describe me as an academic practitioner. I am still figuring out if that is compliment.
We need to talk
There is so much hype about AI that it is difficult to sort the truth from the wishful thinking. Science tells us that Artificial intelligence (AI) can provide opportunities to enhance human intelligence, but can it improve the actual intelligence in marketers?
According to futurist Ray Kurzweil, AI’s ability to improve human intelligence will be achieved through various means, including the development of advanced neural interfaces, brain-computer interfaces, and the integration of AI systems directly into the human brain. He believes that these technologies will enable us to enhance our memory, cognition, and overall intellectual abilities.
Human-to-AI interfaces, also known as brain-computer interfaces (BCIs), are still in the early stages of development. While there have been significant advancements in the field, the technology is not yet at a stage where it can be widely deployed for enhancing human intelligence.
Current human-to-AI interfaces primarily focus on applications such as assisting individuals with disabilities, restoring motor functions, or enabling communication for people with severe paralysis. These interfaces typically involve invasive or non-invasive methods of connecting the brain to external devices or computers.
AI has the capacity to provide marketers with access to vast quantities of structured, unstructured, and semi-structured data and it can also help marketers analyse data and make decisions based on that analysis faster and more efficiently. This paper will explore concepts and definitions of intelligence and AI’s potential to improve actual intelligence. The author however, recognises that AI does not necessarily improve a marketer’s innate intelligence.
Innate intelligence refers to the natural cognitive abilities and intellectual potential that a person is born with. It is the capacity to learn, reason, problem-solve, and adapt to new situations that is inherent to an individual from birth and is not dependent on external factors such as education or experience.
The concept of innate intelligence has been debated and studied extensively in psychology and cognitive science, and different theories have been proposed to explain its nature and development. One of the most well-known theories is Howard Gardner’s theory of multiple intelligences, which identifies several different types of intelligence, including linguistic, logical-mathematical, spatial, musical, bodily-kinaesthetic, interpersonal, and intrapersonal intelligence. Variations on this model may provide a framework for assessing the ways in which AI may not actually improving innate intelligence but can provide opportunities to enhance what we might call actual intelligence to the degree that it improves the performance of marketers.
Actual intelligence, the contagionist subject of this paper, refers to a person’s cognitive abilities and intellectual functioning as measured by standardised intelligence tests or other objective measures of intellectual ability.
Actual intelligence can be assessed using a variety of tests and measures, including the Wechsler Adult Intelligence Scale (WAIS) and the Stanford-Binet Intelligence Scale. These tests typically assess a range of cognitive abilities, including verbal comprehension, perceptual reasoning, working memory, and processing speed.
It is important to note that intelligence is a complex and multifaceted construct, and no single test or measure can fully capture all aspects of a person’s intellectual functioning. Additionally, while actual intelligence is often used as a predictor of academic and career success, it is not the only factor that contributes to achievement and success in life. Other factors, such as motivation, personality traits, and social and cultural background, can also play important roles.
In short, actual intelligence is largely determined by genetics and early childhood experiences, and while education and experiences can help to develop and enhance intelligence, it is unlikely that AI can directly increase a person’s intelligence beyond their genetic potential. But that is by no means the whole story.
While genetic factors can certainly influence a person’s cognitive abilities and potential, there is evidence to suggest that environmental factors, including work and education, can also play a significant role in shaping intellectual development.
One way that work can increase a person’s intelligence beyond their genetic potential is through the concept of “brain plasticity.” This refers to the brain’s ability to change and adapt in response to new experiences and environmental stimuli. Research has shown that engaging in mentally stimulating activities, such as learning new skills or solving complex problems, can lead to structural changes in the brain and improvements in cognitive functioning over time. For example, studies have found that individuals who engage in regular physical exercise or learn a second language show improvements in cognitive abilities such as memory, attention, and problem-solving.
Additionally, work and education can provide opportunities for individuals to develop and practice cognitive skills that may not be fully realized without exposure to certain experiences. For example, a person who has a genetic potential for spatial reasoning may not develop these abilities to their fullest extent without exposure to activities that require spatial reasoning, such as playing certain types of video games or working in a field that involves spatial visualization.
Overall, while genetic factors can certainly play a role in shaping a person’s cognitive abilities, work and education can provide opportunities for individuals to develop and enhance their intellectual potential beyond what may be predicted by their genetics alone.
Moreover, intelligence can also be contextual, meaning that a person’s intellectual abilities may vary depending on the context in which they are being assessed or the specific skills that are being tested.
For example, a person who is highly skilled in one area, such as mathematics or music, may not perform as well in other areas that require different types of cognitive abilities, such as verbal comprehension or spatial reasoning. Similarly, a person may perform differently on different types of intelligence tests, depending on the specific skills that are being measured.
Contextual factors such as the environment, cultural background, and social experiences can also influence a person’s intellectual abilities. For example, research has shown that individuals who grow up in intellectually stimulating environments, such as homes with a lot of books or access to quality education, tend to have higher cognitive abilities than those who grow up in less stimulating environments.
Overall, while intelligence can be a relatively stable trait, it is also influenced by a range of contextual factors that can impact how it is expressed and measured in different situations. Perhaps we need to start with some basic questions?
What is intelligence?
Intelligence is a complex and multifaceted concept that is difficult to define with a single, universally accepted definition. Generally speaking, intelligence refers to the ability to learn, understand, reason, plan, solve problems, and adapt to new situations.
One commonly used definition of intelligence is the ability to think abstractly and comprehend complex ideas, learn from experience, adapt to new situations, and engage in critical thinking. Another definition simply focuses on the ability to solve problems and think logically.
Intelligence can be measured through various tests and assessments, such as IQ tests, but there are many criticisms of these tests and their ability to accurately measure intelligence.
It’s important to note that intelligence is not fixed and can be developed and improved through education, experience, and practice. Additionally, intelligence can manifest in different ways and there are many different types of intelligence, including linguistic intelligence, spatial intelligence, musical intelligence, interpersonal intelligence, and more.
Marketers need to be knowledgeable about different types of intelligence in order to understand their target audience and create effective marketing strategies. Here are a few types of intelligence that may be useful for marketers:
- Emotional intelligence: Emotional intelligence refers to the ability to recognize and understand one’s own emotions and the emotions of others. This is important for marketers because they need to be able to understand their customers’ emotions, motivations, and behaviours in order to create effective marketing messages and campaigns.
- Social intelligence: Social intelligence refers to the ability to navigate social situations and build relationships with others. This is important for marketers because they need to be able to network, collaborate, and build relationships with customers, stakeholders, and other professionals.
- Cultural intelligence: Cultural intelligence refers to the ability to understand and navigate different cultures and cultural norms. This is important for marketers because they need to be able to create marketing campaigns that are sensitive to different cultural backgrounds and preferences.
- Linguistic intelligence: Linguistic intelligence refers to the ability to use language effectively, both written and spoken. This is important for marketers because they need to be able to create compelling marketing messages that resonate with their target audience.
- Visual-spatial intelligence: Visual-spatial intelligence refers to the ability to think in three-dimensional space and visualize concepts and ideas. This is important for marketers because they need to be able to create visually appealing marketing materials, such as graphics, videos, and websites.
- Interpersonal intelligence: Interpersonal intelligence refers to the ability to perceive and understand the emotions of others. This is important for marketers who have to work closely with a wide range of clients and colleagues often under intense time pressure to meet deadlines and objectives with optimal efficiency.
These are just a few examples of the different types of intelligence that may be useful to marketers. Ultimately, marketers need to be able to understand and connect with their target audience in a variety of ways in order to create successful marketing campaigns.
Can emotional intelligence be tested?
Yes, emotional intelligence can be tested through a variety of assessments and tools. There are several standardized tests and measures of emotional intelligence that have been developed and validated by researchers.
One commonly used measure of emotional intelligence is the Emotional Quotient Inventory (EQ-i). This assessment measures a person’s emotional intelligence across five domains: self-perception, self-expression, interpersonal, decision making, and stress management. The EQ-i consists of a series of questions and scenarios that are designed to elicit responses related to emotional intelligence.
Another popular tool for assessing emotional intelligence is the Mayer-Salovey-Caruso Emotional Intelligence Test (MSCEIT). This test measures emotional intelligence through a series of tasks that require the individual to identify, use, understand, and manage emotions.
While these tests can provide valuable insights into a person’s emotional intelligence, it’s important to remember that emotional intelligence is a complex and multifaceted construct that cannot be fully captured by a single test or assessment. Additionally, some researchers argue that emotional intelligence may be better assessed through real-life scenarios and behaviours rather than through standardized tests.
Can social intelligence be tested?
Yes, social intelligence can be tested through various assessments and tools. Social intelligence is the ability to understand and navigate social situations and build relationships with others. There are several measures of social intelligence that have been developed and validated by researchers.
One commonly used measure of social intelligence is the Social Intelligence Quotient (SQ). The SQ is a system that uses techniques such as Q&A to measure social intelligence across several factors, including social awareness, social facility, social information processing, and social influence. Individuals with high SQ scores are better at perceiving and decoding the internal states, motives, and behaviours of others, a useful skill in everyday life and mission-critical in professional poker players.
Another tool for assessing social intelligence is the Interpersonal Perception Task (IPT). The IPT is a test that measures the ability to accurately perceive and interpret social cues and nonverbal communication. In this test, individuals are shown short video clips of social interactions and are asked to make judgments about the emotional states and intentions of the people in the videos.
Other measures of social intelligence may include interviews, behavioural observations, and other types of assessments that focus on social skills, emotional regulation, and empathy.
While these tests can provide valuable insights into a person’s social intelligence, it’s important to remember that social intelligence is a complex and multifaceted construct that cannot be fully captured by a single test or assessment. Additionally, social intelligence may be better assessed through real-life scenarios and interactions rather than through standardized tests.
Can cultural intelligence be tested?
Yes, cultural intelligence can be tested through various assessments and tools. Cultural intelligence refers to the ability to understand and navigate different cultures and cultural norms. There are several measures of cultural intelligence that have been developed and validated by researchers.
One commonly used measure of cultural intelligence is the Cultural Intelligence Scale (CQS). The CQS is a self-report questionnaire that measures cultural intelligence across several domains, including cognitive, physical, emotional, and behavioural. The scale asks individuals to rate their own abilities and experiences related to cultural intelligence.
Another tool for assessing cultural intelligence is the Cultural Competence Assessment (CCA). The CCA is an assessment that measures the ability to work effectively with people from diverse cultural backgrounds. This assessment includes questions about cultural knowledge, cultural awareness, and cultural skills.
Other measures of cultural intelligence may include interviews, behavioural observations, and other types of assessments that focus on cultural knowledge, sensitivity, and adaptability.
While these tests can provide valuable insights into a person’s cultural intelligence, it’s important to remember that cultural intelligence is a complex and multifaceted construct that cannot be fully captured by a single test or assessment. Additionally, cultural intelligence may be better assessed through real-life scenarios and interactions rather than through standardized tests.
Can linguistic intelligence be tested?
Yes, linguistic intelligence can be tested through various assessments and tools. Linguistic intelligence refers to the ability to use language effectively, both written and spoken. There are several measures of linguistic intelligence that have been developed and validated by researchers.
One commonly used measure of linguistic intelligence is the Test of English as a Foreign Language (TOEFL). The TOEFL measures an individual’s ability to understand and use English at a university level. This test includes sections on reading, listening, speaking, and writing.
Another tool for assessing linguistic intelligence is the Grammar and Usage Test. This test measures an individual’s knowledge of grammar and usage in written language.
Other measures of linguistic intelligence may include tests of vocabulary, reading comprehension, and writing skills.
While these tests can provide valuable insights into a person’s linguistic intelligence, it’s important to remember that linguistic intelligence is a complex and multifaceted construct that cannot be fully captured by a single test or assessment. Additionally, linguistic intelligence may be better assessed through real-life communication scenarios and interactions rather than through standardized tests.
Can Visual-spatial intelligence be tested?
Yes, visual-spatial intelligence can be tested through various assessments and tools. Visual-spatial intelligence refers to the ability to understand and mentally manipulate visual information, such as maps, diagrams, and 3D objects. There are several measures of visual-spatial intelligence that have been developed and validated by researchers.
One commonly used measure of visual-spatial intelligence is the Block Design subtest of the Wechsler Intelligence Scale for Children (WISC). This test asks individuals to use blocks to recreate a visual pattern, which measures their ability to mentally manipulate visual information.
Another tool for assessing visual-spatial intelligence is the Mental Rotations Test. This test measures an individual’s ability to mentally rotate 3D objects and identify the correct orientation of the objects.
Other measures of visual-spatial intelligence may include tests of visual memory, spatial reasoning, and spatial perception.
While these tests can provide valuable insights into a person’s visual-spatial intelligence, it’s important to remember that visual-spatial intelligence is a complex and multifaceted construct that cannot be fully captured by a single test or assessment. Additionally, visual-spatial intelligence may be better assessed through real-life scenarios and tasks that require the use of visual-spatial skills.
Can interpersonal intelligence be tested?
Intrapersonal intelligence is one of the eight intelligence capabilities proposed by Howard Gardner’s theory of multiple intelligences. It refers to the ability to understand and manage your own emotions so that you can interact effectively with other people.
There are various tests and assessments available that can measure different aspects of interpersonal intelligence. For example, the Emotional Intelligence Quotient (EQ) test can measure an individual’s ability to perceive, understand, and manage emotions in themselves and others, which is a key component of interpersonal intelligence.
Other assessments, such as the Myers-Briggs Type Indicator (MBTI), the DISC assessment, and the Enneagram, can also provide insights into an individual’s interpersonal skills, preferences, and tendencies.
It’s worth noting, however, that while these assessments can be helpful in identifying strengths and areas for improvement in interpersonal intelligence, they are not definitive measures of one’s abilities. Interpersonal intelligence is a complex and multifaceted trait, and many factors contribute to an individual’s interpersonal skills, including experience, cultural background, and personal values.
We’re just getting started.
As you can begin to appreciate, Intelligence is a complex and multifaceted construct that can be both innate and contextual, meaning a person’s intellectual abilities may vary depending on genetic background and the specific skills being tested or the environment in which they are being assessed. Factors such as motivation, personality traits, and social and cultural background also play important roles in intelligence. In the next article, I will explore how each of these forms of intelligence might play out in the world of the marketing professional.
