Gemma Milne is a technology writer and author of the just available ‘Smoke & Mirrors’. I spoke with Gemma about the book and why we all need to talk about artificial intelligence differently if we want a better society.
PA: Some people may not think technological terminology being misused is a big deal. Can you clarify how big a deal is it and why they need to read the book?
GM: We all know the phrase 'the pen is mightier than the sword' and it's this idea which I think is key in understanding why hype matters: it influences the flow of funding, policy-making, voting, consumer behaviour, all sorts. Advertising agencies spend a great deal of time and money telling clients how important it is to sway people with narratives - their business makes no sense if words have no impact, right? And so when technological terminology prods and nudges and pushes people along paths which are ultimately detrimental - whether it's done deliberately or not - the end result is a worse-off world. Everyone is susceptible to being fooled by hype, so the point of the book is to arm each and every one of us with the insight, tools and understanding of how hype works, so we can better manage what information does to us and - ultimately - create better futures for us all.
PA: Is it possible to quantify issues caused by it? Now? In the future?
GM: Possibly - quite a lot of different factors play into how people make decisions, believe certain things and so on. I don't think there are many great ways to measure the effect of hype right now, but as we discuss it more and find better ways to define it, spot it in practice and encourage more people to think critically around it, I wouldn't be surprised if more research and focus goes into its quantification in much the same way 'echo chambers' have prompted far more focus on quantifying the effect of so-called fake news.
PA: If nothing changes today what happens in 10 or 20 years' time?
GM: A continuation of what we have - some people in utopia, and many in dystopia: a society that doesn't always move towards new things based on inherent value but perceived value.
PA: Which technology has the biggest potential to be harmful if technology terminology is misused and why?
GM: For me right now I think that's AI, I think because there's such a cult of entrepreneurship around it and a severe lack of reality in its general coverage. There are way too many people funding words on a slide deck, far too many people having philosophical discussions around the singularity as opposed to holding those in power right now to account, and far too many people still super influenced with the sci-fi narratives which have been in popular media over the last few decades. There's much to be done in reframing AI narratives, and I worry about the fact that there's a lack of context around what's already being done, never mind what's to come.
PA: What examples of technology terminology misuse didn’t make it into the book and why were they excluded?
GM: Anything on blockchain 'saving the world' - I find this space super dubious, some of which verges on pseudoscience, and I wanted to stick with hype around misinterpretations of technologies I personally deem more viable and closer to having a real impact on the world. Whilst there are some interesting companies doing interesting things in blockchain, it's a space that I think suffers from greater problems than hype.
PA: What are the practical tips you want business leaders and just regular people to take away from the book in order to minimize the effect this issue is having on the world?
GM: Just pause for a second before you retweet, share or internalise something. Think for a second: 'in what context does this make sense?' It's not about not believing anything you read, but about trying to see narratives and terminology for what it is - shortcuts to understanding. Shortcuts that sometimes take us places faster, and sometimes which lead us astray. It's not about being an instant expert, but having the courage to sit with complexity and be ok with not fully understanding something - it stops you from searching for absolutist answers common with hype.
9) How much blame does the PR industry have for all of this? Or is it Founders? What blood is on whose hands?
I'd argue that each and every one of us has the responsibility to critically think better. Yes those with influence should be far more careful with their words ('with great power comes great responsibility' and all that) but not enough is said about the fact that hype spreads because the masses take part - and we're all complicit in that.
INTERVIEW 'Smoke & Mirrors' - Gemma Milne
INTERVIEW 'Smoke & Mirrors' - Gemma Milne
INTERVIEW 'Smoke & Mirrors' - Gemma Milne
Gemma Milne is a technology writer and author of the just available ‘Smoke & Mirrors’. I spoke with Gemma about the book and why we all need to talk about artificial intelligence differently if we want a better society.
PA: Some people may not think technological terminology being misused is a big deal. Can you clarify how big a deal is it and why they need to read the book?
GM: We all know the phrase 'the pen is mightier than the sword' and it's this idea which I think is key in understanding why hype matters: it influences the flow of funding, policy-making, voting, consumer behaviour, all sorts. Advertising agencies spend a great deal of time and money telling clients how important it is to sway people with narratives - their business makes no sense if words have no impact, right? And so when technological terminology prods and nudges and pushes people along paths which are ultimately detrimental - whether it's done deliberately or not - the end result is a worse-off world. Everyone is susceptible to being fooled by hype, so the point of the book is to arm each and every one of us with the insight, tools and understanding of how hype works, so we can better manage what information does to us and - ultimately - create better futures for us all.
PA: Is it possible to quantify issues caused by it? Now? In the future?
GM: Possibly - quite a lot of different factors play into how people make decisions, believe certain things and so on. I don't think there are many great ways to measure the effect of hype right now, but as we discuss it more and find better ways to define it, spot it in practice and encourage more people to think critically around it, I wouldn't be surprised if more research and focus goes into its quantification in much the same way 'echo chambers' have prompted far more focus on quantifying the effect of so-called fake news.
PA: If nothing changes today what happens in 10 or 20 years' time?
GM: A continuation of what we have - some people in utopia, and many in dystopia: a society that doesn't always move towards new things based on inherent value but perceived value.
PA: Which technology has the biggest potential to be harmful if technology terminology is misused and why?
GM: For me right now I think that's AI, I think because there's such a cult of entrepreneurship around it and a severe lack of reality in its general coverage. There are way too many people funding words on a slide deck, far too many people having philosophical discussions around the singularity as opposed to holding those in power right now to account, and far too many people still super influenced with the sci-fi narratives which have been in popular media over the last few decades. There's much to be done in reframing AI narratives, and I worry about the fact that there's a lack of context around what's already being done, never mind what's to come.
PA: What examples of technology terminology misuse didn’t make it into the book and why were they excluded?
GM: Anything on blockchain 'saving the world' - I find this space super dubious, some of which verges on pseudoscience, and I wanted to stick with hype around misinterpretations of technologies I personally deem more viable and closer to having a real impact on the world. Whilst there are some interesting companies doing interesting things in blockchain, it's a space that I think suffers from greater problems than hype.
PA: What are the practical tips you want business leaders and just regular people to take away from the book in order to minimize the effect this issue is having on the world?
GM: Just pause for a second before you retweet, share or internalise something. Think for a second: 'in what context does this make sense?' It's not about not believing anything you read, but about trying to see narratives and terminology for what it is - shortcuts to understanding. Shortcuts that sometimes take us places faster, and sometimes which lead us astray. It's not about being an instant expert, but having the courage to sit with complexity and be ok with not fully understanding something - it stops you from searching for absolutist answers common with hype.
9) How much blame does the PR industry have for all of this? Or is it Founders? What blood is on whose hands?
I'd argue that each and every one of us has the responsibility to critically think better. Yes those with influence should be far more careful with their words ('with great power comes great responsibility' and all that) but not enough is said about the fact that hype spreads because the masses take part - and we're all complicit in that.
You can buy ‘Smoke & Mirrors from Amazon here.