The Promethean Dilemma

In the annals of Greek mythology, the tale of Prometheus stands as a stark reminder of the price of defiance and the cost of benevolence. The Titan, who sided with the gods during the cosmic battle against his own kind, was tasked by Zeus with the creation of man as a token of gratitude. His brother, Epimetheus, was tasked with distributing the gifts from the gods among the creatures. He bestowed the animals with powerful aptitudes of survival - fur, flight, strength, and speed. When it came to man, Prometheus found the cupboard of gifts bare.

Undeterred, Prometheus ascended Mount Olympus, stole fire from the gods, and gifted it to humanity. This act of rebellion, of disrupting the natural order, brought warmth, the ability to cook food, and the power to wage war into the hands of man. It also brought down divine wrath upon Prometheus, who was chained to a rock and subjected to the daily torment of an eagle feasting on his liver.

Today, we stand on the precipice of a new era, one dominated by Artificial Intelligence (AI). This technology, far more potent than fire, epitomizes humanity's innate desire to challenge the gods. The Promethean fire of our time, AI, promises to illuminate the path to an unprecedented future, but it also casts long, menacing shadows of existential risks.

The parallels between the tale of Prometheus and our current technological trajectory are striking. Just as Prometheus knew the risks of his actions but chose to empower humanity regardless, AI researchers, fully aware of the existential risks, have nonetheless pressed forward. The allure of power and the promise of new fortunes in this technological frontier are too enticing.

Our first interaction with AI, social media, was a mixed blessing. It connected us with people worldwide, accelerated the consumption economy, and enhanced our fortunes. Yet, it also led to a surge in teen depression, toppled democracies, and spread disinformation. The question then arises: by what measure can we consider it a net positive for society? Is it happiness? I challenge that assumption.

As marketers, we are complicit in this system. We fuel the engine of consumption, driving monetary growth and perpetuating a cycle of work, pay, and spend. But at what cost? Are we, like Prometheus, willing to pay the price for the progress we seek? Or are we blindly marching towards a future where we become the architects of our own downfall? The answer likely lies in our ignorance regarding the consequences of our actions.

The existential crisis we face at the dawn of the AI era forces us to question the very moral foundations of our existence. If AI enables us to take our productivity to new heights, drive prices down, and free us from tasks we dislike, are we on a path where humans get closer to being their own gods? Are we headed towards a future rich with pleasures and fulfillment?

Utopians believe in such a future. They see a world where we are all happy doing what we love. Yet, they seem to forget about our mortal limitations. They overlook the countless failed attempts throughout history to reach said utopia, spoiled by our nature for never being satisfied with what we have. And, I don’t think we need to go as macro as the socialist experiment spearheaded by the Bolsheviks in the 20th century to see the point I’m making—just look at the never-ending list of technological advancements that have not delivered on their promise of blissfulness.

Consider the washing machine. Its invention liberated us from the drudgery of hand-washing clothes, seemingly bringing us closer to happiness. Yet, in the 21st century, we dread doing our laundry—instead of washing our clothes once a month, we now are bestowed with the luxury to wash them several times a week. And yet, this preconceived advancement in happiness hasn’t lasted long—our satisfaction levels have returned to equilibrium. We can't escape our nature—we always want more.

When I look at the potential AI has to revolutionize marketing and advertising agencies, I see great upside. But I mean from a commercial and purely selfish standpoint. We will be able to write impactful and SEO-optimized copy in a matter of seconds, create visuals never before imagined, and personalize our ads to each individual consumer in real time. This is great for our clients' growth! More coal to the engine!

As a consumer, I'll see more relevant ads, ads that literally speak to me and my life. I’ll feel more engaged and stimulated, feeling that the brands I support understand my needs better than ever before. Yet, I will also be more easily manipulated and convinced to buy more, consume more, fulfill my never-ending hunger for better, all wrapped in nice emotive campaigns that pull the right strings in my heart. The allure of happiness will feel ever closer. But at what cost?

The tale of Prometheus, a narrative that has survived millennia, serves as a stark reminder. Are we destined to exist forever, or are we writing our own fate? Are we, like Prometheus, willing to endure the torment of an eagle feasting on our liver for the sake of progress? At this point, I suspect the choice is no longer ours to make.

In the world of marketing, we are the modern-day Prometheans. We hold the power to shape perceptions, to influence decisions, to drive consumption. We are the ones who stoke the fires of desire, who fan the flames of demand. But just as Prometheus was punished for his benevolence, we too might face the consequences of our actions.

In the end, the tale of Prometheus is not just a story of rebellion and punishment, but also a cautionary tale about the consequences of disrupting the natural order. It is a tale that forces us to confront the ethical implications of our actions, especially when those actions have the potential to alter the course of humanity. It is a tale that asks us to consider the price of progress and whether we are willing to pay it.

As we stand on the precipice of the AI era, many believe we should ask ourselves: Are we prepared to face the consequences of our actions? Are we willing to pay the price for the progress we seek?

But the real question is actually even simpler: Are we even aware of where we’re headed?

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