Simon Sinek often spouts that when setting up a business or setting out to accomplish an audacious goal, think long and hard about why you’re doing it.
He famously captured this in his seminal work “Start with Why”, an approach to life and business that many entrepreneurs have adopted. The proposition is that the most successful ideas and businesses have a clear and authentic purpose that sustains them. In other words, if you want a product or service that is a perennial seller, you better be sure that your customers feel emotionally connected with your clearly defined purpose.
A few days ago, I was preparing to deliver a talk at The Global Diwan conference in Monaco, an exclusive meeting of East and West leaders. I’ve given hundreds of talks over the years on AI and have recently been feeling kind of bored hearing myself talk again; so I engaged in some reflection to remind myself of why the topic was important and why contributing on that stage would be of value to others.
The topic at hand was about the role of digitalization and AI in preserving arts, culture and heritage.
A reminder of what’s important
As the saying goes, the more exposed you are to something, the more desensitized you become to it.
In the case of AI, with it being the talk of the hour at pretty much every conference and at every corporate board meeting, everyone’s brains are simultaneously overwhelmed and desensitized to hearing the same stuff.
Reminding ourselves of purpose in this context is crucial. Building products with purpose makes them infinitely better - and the best example that Sinek writes about is Apple. Apple’s “why” is not to build great devices - it’s to challenge the status quo and think differently. Everything that’s built at Apple is done keeping this intention in mind, and as an Apple user, it’s not uncommon to feel special.
We’ll get to AI in a second - but first, a more rudimentary line of questioning to start with is:
Why do we build new technologies at all?
The term technology, a combination of the Greek technē, “art, craft,” with logos, “word, speech,” meant in Greece a discourse on the arts, both fine and applied. By the early 20th century the term embraced a growing range of means, processes, and ideas in addition to tools and machines. By mid-century technology was defined by such phrases as “the means or activity by which man seeks to change or manipulate his environment.”
The instinctive response here is to agree that we build new technologies to improve systems, operations, ourselves, or our environment.
That’s partially true. But we then have to ask ourselves why we seek to change or manipulate our environment. If we consider it that way, then the psychological purpose is clear.
We build new technologies to extend our legacy.
The Denial of Death
The Denial of Death by Ernest Becker is a book that I’ve read multiple times at different stages of my life.
At the heart of Becker’s Pulitzer Prize-winning analysis is the notion that our drive to build, to innovate, and to leave a mark on the world stems from a deep-seated fear of our own mortality. This isn't just about making life easier or more efficient; it's about our quest for a lasting legacy, a way to echo through the ages long after we're gone.
Apple transcends the mere creation of devices to embody the ethos of challenging the status quo and thinking differently. At apple it isn’t just about product design; it's a manifestation of a deeper "why" that resonates with us on a psychological level.
When we talk about the rush towards AI and technological advancements, we're not just discussing tools and systems. We're talking about our innate desire to extend our reach, to make a mark that outlasts us, to build not just technologies but legacies.
Becker's exploration of this theme provides a compelling framework to understand our technological pursuits not just as innovations but as part of our existential journey.
He distills it down to three forms of heroism.
Cultural Heroism: By aligning with or contributing to lasting cultural pillars—like religion, national identity, or social movements—we tether ourselves to something that promises to endure beyond our individual lives, achieving a form of timelessness.
Personal Heroism: Achieving personal milestones and recognition allows us to carve out a space of significance, battling the fear of oblivion with every accolade or breakthrough.
Transference of Heroism: When we connect with figures or ideologies seen as immortal, we borrow a piece of their perceived eternity, living vicariously through their enduring legacy.
In today's tech-driven era, this innate drive shapes our forward thrust:
Space Exploration becomes a collective leap towards immortality, a cultural heroism that stretches our presence beyond terrestrial confines.
Biotechnological Advances reflect personal heroism in science and medicine, as we strive to push back against the natural limits of our bodies, seeking to extend life and enhance human capabilities.
Digital and Technological Legacies merge personal and cultural heroism, where our creations and online identities promise a form of immortality that physical existence cannot.
On Arts, Heritage and Culture
Prior to going on stage for my talk, I spent some time mulling over the significance of art and culture. Art, culture and heritage are fundamentally human experiences. Since creativity is such an emotionally-driven domain, the possibility that AI can replicate or contribute to it is especially fascinating to us. If machines are capable of creativity, then that forces us into a deep self-reflection of our own capabilities and differentiators.
So why would we want to use AI to preserve arts, heritage and culture?
In order to preserve ourselves.
How do we preserve ourselves?
We etch our identities into the world through art, through stories, through the very fabric of society, in hopes that a part of us will endure beyond the confines of our physical lives.
With its capacity to analyze, replicate, and innovate, AI seems to be an incredible ally for this endeavor. It can safeguard our cultural heritage, from the brushstrokes of Renaissance paintings to the subtle nuances of ancient languages, ensuring that these treasures are not lost to the ravages of time but are instead shared, understood, and appreciated by generations to come. Beyond preservation, AI can assist in the creation of new cultural artifacts, blending centuries of human creativity with its own unique insights, thus co-authoring the next chapter of our collective story.
The RePAIR Project
In A.D. 79, Mount Vesuvius erupted and destroyed the ancient city of Pompeii. Today, very little remains of Pompeii, with fragmented pieces of the city buried underneath astonishing amounts of rubble and destruction.
Pompeii is significant not only due to its dramatic end. It was a flourishing Roman city, with an impressive urban structure, thriving trade practices, nuanced religious practices, and social structures that have in many ways shaped the modern day.
The art of Pompeii, especially its frescoes, provides a vivid glimpse into the aesthetic values, social norms, and daily life of the time. These works not only serve as inspiration for artists and designers but also help historians and sociologists understand the cultural and social dynamics of ancient Rome.
History is a means through which we gain a deeper understanding of ourselves. Scientists at the Italian Institute of Technology understand this, which is why they invested in the RePAIR Project (Reconstructing the Past: Artificial Intelligence and Robotics meet Cultural Heritage), that melds robotics, AI and archeology in an attempt to reconstruct architectural features of Pompeii. Accomplishing this using human labor alone is nearly impossible - it would take an immense amount of time, investment, and painful labor.
If the project succeeds, the technology can be used to reconstruct a variety of fragmented cultural artifacts whose restoration has remained “out of human reach,” according to project coordinator Marcello Pelillo, a professor of computer science and artificial intelligence at the University of Venice.
In the context of using advanced technology to resurrect Pompeii, the "why" goes beyond the mere application of robotics and artificial intelligence for archaeological purposes. It's about connecting with our shared human history, preserving the lessons, art, and experiences of those who lived before us, and ensuring that this rich tapestry of the past can inform and enrich future generations. This endeavor taps into a fundamental human desire to remember, learn from, and honor our ancestors and their civilizations.
We can see how this pursuit transcends technical achievement. It becomes a mission fueled by the desire to safeguard cultural heritage, to make the ancient world accessible and relevant to today's society, and to inspire a deeper appreciation for the continuity of human history. This example serves as a vivid illustration of how starting with a compelling "why" can drive innovative solutions to complex challenges, engaging a broad audience in the value and importance of preserving our collective past. And importantly, it also marks a cultural shift in the minds of the humans involved - RePAIR cannot succeed without the collective contributions from historians, archeologists, and scientists.
Figuring out why you should adopt AI
There are a lot of bad reasons to adopt AI.
Doing it because your neighbors are doing it is one. Another is doing it because your leadership told you to. Yet another is doing out of fear of missing out. While these are all valid reasons, they aren’t good enough to create enduring products and services that will be of impact to your customers and to wider society.
But if you’re able to identify the right reasons, that resonate with you, your organization, and your team, then the chances of success are infinitely higher. It’ll help you identify the right consultants, developers, and customer needs. This requires an honest reflection of why you want to adopt AI - and will help shape your strategy over the next 3, 5, or even 10 years.
Here are some questions organizations can ask themselves to determine the "Why" behind their AI adoption:
Why do we exist?
What is our core mission and purpose as an organization?
How does AI align with our fundamental values and objectives?
Why is AI important to us?
What specific problems or challenges can AI help us address?
How can AI enhance our ability to fulfill our mission?
Why should our stakeholders care?
How will AI benefit our customers, employees, and partners?
What positive impact can AI have on the community or industry we serve?
Why now?
What changes in our environment or industry make AI adoption timely?
Are there emerging opportunities or threats that AI can help us navigate?
Why are we uniquely positioned for this?
What sets us apart in our ability to leverage AI effectively?
How can we harness our strengths and resources to excel in AI adoption?
Ultimately, any purpose that’s identified needs to be clearly communicated both internally and externally so that it can emotionally resonate at scale.