Bots take lead over people, 1-0

Luis Almeida
Posted 10/4/17

I do action research in artificial intelligence as it pertains to the media.

Some of the things I like to investigate include the use of automated systems and its impacts on consumer engagement …

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Bots take lead over people, 1-0


I do action research in artificial intelligence as it pertains to the media.

Some of the things I like to investigate include the use of automated systems and its impacts on consumer engagement and social media likability, the impacts of bots for the growth of social media accounts, and the upcoming big data software tools used on the market today by media companies.

I am interested in business intelligence and how these elements have an impact on how we communicate and advance the business of media. We need to know what is coming toward us in order for us to be able to act and strategize accordingly.

By better understanding innovation, we give ourselves the chance to predict human behavior and corporate response. Understanding where we are in the adoption and acceptance of artificial intelligence tools, I would argue, is critical for our survival in 2017 and beyond.

My fellow citizens of Cleveland, Tennessee, we better get on the ball and start paying closer attention to how these tools will impact our lives because we will see, in the near future, an explosion of artificial intelligence artifacts in our communities. Well, it is already happening in the media, but it will be more mainstream in your industry, as well.

Let me share this with you. I have been conducting a pilot study on the impacts of what I call hybrid robotic-generated content versus human-based keystrokes. For about a month or so, I have been working with an artificial intelligence system that is able to co-generate short blog articles for mass consumption. The scary part, or exciting one if you are a TechnoGroupie, is that I am finding no significant differences in engagement and likability between my own articles and the ones I co-write with a robot!

Being fair, I serve as both writer and editor with the robot. Without my inputs, the bot stories are nothing but a nonsense piece. My human touch is still required to make the computer-generated artifact ready for media consumption.

I find some of this pretty disturbing, because as this technology develops we run the risk of seeing less articles written by human beings. That means less jobs and less taxes being paid to support local communities.

Let me clarify one important thing, though. Newspapers that have a local reach, like ours, shouldn’t be affected by this upcoming era of self-writing systems. Relationships and identification within the community can’t be easily replaced by a bot. Big media conglomerates, however, will operate differently. In fact, they are already operating differently. Have you heard about the 100 anchors, reporters, analysts and production staffers who recently lost their jobs at ESPN?

Do you know that the New York Times uses machine-learning technology in order to identify patterns in financial campaign data? The Associated Press is now using Automated Insights, an AI tool that generates stories with big data ranging from public-company earnings to minor league baseball games.

Artificial intelligence will revolutionize the media business, as we are going to see an explosion of articles using sophisticated AI big-data technology, which will probably reverse the current societal belief that news is fake. The former will come at the expense of the little man working in these big media conglomerates. Media validity will resurge.

From a business sense, investing in both labor and capital where artificial intelligence serves as both does not make too much sense to me, because sophisticated machines can act approximately like a human being if programmed correctly over time. Because of advances in AI, many media professionals will be forced to retire from places like CNN or ABC, which would cause a significant impact on how these organizations operate.

Institutional knowledge isn’t something that an intelligent machine can replace with ease. I predict a lot of managerial turbulence in the media industry ahead because of the implementation of artificial intelligence tools.

Machines are learning! The use of bots for social media growth will only get more sophisticated. Organizations that ignore the use of big-data systems will be left behind.

The robots are winning! I am concerned. How about you?


(About the writer: Dr. Luis C. Almeida is an associate professor of communication at Lee University and TEDx speaker. He is the author of the book, “Becoming a Brand: The Rise of Technomoderation,” and a devoted Christian. He can be reached via his website at


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