Elon Musk. There it is. The top trend at Cannes Lions this year a day early. He is a living, breathing galactic-level disruptor – equal parts inspiring and terrifying. As an avowed advocate of free speech “within the bounds of law” notoriety dogged him after he suggested advertising could go “%@#$” itself for punishing him for unpopular social stances.
That aside, the bigger question he tackled is “AI, friend or foe?”
Musk shares the same point of view as Jeff Hinton, the “godfather of AI”, that there’s a 10 to 20% chance of AI being catastrophic. We need teach AI to be truthful and curious. (Houston, do we already have a problem?)
Musk feels AI can enhance human intelligence versus replace it. Yet in 1 to 5 years there may be an existential crisis – if AI can do most things we do better, why do anything? What is our purpose?
Musk feels the future belongs to those who learn to use AI most effectively.
With regards to advertising it’s a classic point of view, do work augured in human insight. But context is everything. People don’t inherently know what product they want, such as an electric car. You have to parse human need. According to Monk, “People won’t tell you they want an automobile. They’ll tell you they want a faster horse.”
Musk has undeniably done much for the planet – and society– through the creation of Tesla, Starlink, SpaceX and Neurolink. He thinks we are living in the most interesting time in history. Yet the words of Musk’s that really stay with me are these, “Even if annihilation is happening, I want to see it.”
At the same time Musk extols us to “enjoy the ride.”
Indeed.
Snapchat activation at Cannes
Just wait 40 years and all fads return. I give you: having your colours done. Pinterest nails it as usual.
Rebound Dogs. So much to love about this, where do I begin? The is taking “man’s best friend” to a whole new level. Pedigree’s suggestion to adopt a pup to help “move on”, moved me.
Love this nod to NOT becoming your parents. Progressive Insurance is a brand that wields humour effectively in a notoriously dull category.