Likely, it was around cybernetics1, an interdisciplinary science, in the early 1940s and 1950s that the initial and essential ideas of AI as we know it today were born. At the time, the aim was to "model the decision-making processes of living organisms with the help of binary machines." As a scientific advance, AI is one of the most spectacular, if not revolutionary, developments of the last thirty years, to the point where we are witnessing a global race towards this tool, as is the case between the giants of fixed and mobile internet, namely Chinese and American operators. For the average citizen, AI is part of our daily lives. Implemented out of necessity or habit, it is omnipresent and set to develop further in view of its usefulness and the services it can provide to society and organizations.
But what exactly is AI and what is it all about? According to some authors, AI is seen as a theoretical and technological feat which, in recent years, has brought about significant changes in the way our societies function and, above all, in our daily lives, to the point where it is believed that the period 2000-2100 will be the century of artificial intelligence. AI, in its orientation, follows in the footsteps of computer science, and to this end, it should be viewed as an attempt to understand human intelligence using computer programs. As a technology, AI combines machines, algorithms, and data. It contributes to the production of cutting-edge knowledge. Thus, AI was created with the aim of researching, exploring, and producing new knowledge for the benefit of humans, as well as providing solutions to complex problems. Over the years and through various contributions, AI has become established at all levels. But how can we benefit from it? It should be noted, however, that according to current trends, AI is a digital technology based on algorithms and Data which is likely to bring gains in productivity and quality for services. AI as a science has established itself and taken shape through an object, concepts, an approach methodology, and tools for investigation and data collection. In a world undergoing rapid change in terms of both technology and theories of socioeconomic development, AI appears to be an essential advance. It is a construct rooted in scientific thinking, fueled by theoretical and practical innovations, and with a human face. Humans are at the center of AI. Regardless of the field or sector in question, AI lends itself to and benefits from it, offering opportunities for analysis and beneficial use of data. Because AI is applicable in various fields of knowledge and activities (education, economics,
medicine, employment, etc.), it should be seen as an opportunity rather than a threat. A victim of its own rapid technological rise, AI today is a sanctuary for many issues, around which a thriving digital economy has sprung up. Another issue surrounding AI concerns its use in terms of why/how and for what results? Ethical questions are also linked to this. Still in terms of challenges, we can question, from different angles, the relationship between AI and societal issues such as the availability of such technology, its control, and its use. AI as a machine and data is evolving rapidly and raises questions related to the efficient collection of data and the model by which it can be exploited. As a digital technology, AI is the result of the alchemy between several fields of knowledge that are not always accessible to the layman. This is a challenge that must be overcome if we want to put AI at the service of humanity. Another challenge for AI, as a process, remains its integration into training and the workplace, where it is considered a threat to employment. Whatever one may say, it is important to consider AI as one of the sectors that will drive the global economy in 2025, effectively playing a leading role in growth. On a practical level, what can AI bring to a field such as communication? From this perspective, the contribution is significant. Indeed, the world of communication is evolving very quickly. Just a few months ago, digital marketing was the new trend which, particularly with the advent of COVID-19, enabled many companies to understand the importance of having a strong online presence. Today, professionals in the field of communications are interested in artificial intelligence, which has influenced trends in customer relations and marketing communications. In our humble opinion, artificial intelligence is a powerful tool that can help organize work and improve marketing communication strategies. Taking market research as an example, artificial intelligence makes it possible to obtain additional, accurate data on the demographics of the target audience in a specific region. In another area, graphic design, many organizations brainstorm around the first draft of a logo generated by artificial intelligence and then work with a graphic designer to produce the final version based on the group's brainstorming. This avoids issues of image rights and intellectual property. When it comes to event planning, artificial intelligence can be used to forecast the weather, plan logistics, and structure the various operations, enabling the organization to save time and money when setting up events at a venue. In terms of analysis, site implementation, and data exploitation, AI makes it possible to obtain statistics from the various platforms generated, which facilitates decision-making and improves various
communication and marketing strategies. As for social media posts, teams can use them to communicate and maintain their online presence. In doing so, it is important to define a content strategy in advance and be consistent with the message that stems from the company's vision and mission. Moreover, artificial intelligence is a co-pilot that provides decision-makers with a wealth of information to optimize their work and save time. We emphasize the point that behind all the information and data, there is a human being who analyzes and synthesizes it for the proper functioning of the institution. Thus, humans are at the beginning and end of AI. Clearly, thanks to technological advances such as AI, industrial societies have continued to improve and reinvent themselves, benefiting from the improvements made possible by new means of accessing knowledge. Despite the opportunities it offers, access to AI remains, for some parts of the world, a hurdle to overcome. This is a challenge that must be addressed.
1 See (One Hundred Years of Humanities, Sept. 2000, pp. 62 and 75 2 Notably GAFA (Google, Apple, Facebook, Amazon), IBM, and Alibaba 3 Serge Soudoplatoff (2018) Artificial Intelligence