Asking the right questions

Who’s asking the questions?

Depending on who you ask, AI is either the game-changing solution we’ve all been waiting for or the harbinger of Armageddon. But where does the truth lie?

As a creative agency, Whitewall has been utilizing Artificial Intelligence for some time now, as well as researching and developing strategies for its use. Whatever your views on AI may be, it’s clear that this is a tool that will impact all our lives, our businesses and our future.

Obviously, tools have been transforming the world since time immemorial: from the wheel to the latest cutting-edge technology. Tools are not inherently ‘good’ or ‘bad’; what makes the difference is what the human element – us – does with them. In the case of AI, it’s all about who is using it, and how.

Even though AI is new, humans have been interrogating how to get at vital information for centuries.  As far back at the eighteenth century, Voltaire was saying: “Judge a man by his questions rather than by his answers”. Before the first computer was even dreamed of, he knew that it was the way in which human beings have framed the enquiry that delivers optimal results.

If French philosophers aren’t your thing, think of it this way: John, Paul, George and Ringo were undoubtedly a talented quartet, but it took someone like George Martin to harness their raw, creative genius to enable them to evolve. A lot of that was about knowing what questions to ask…and when. AI is a vast pool of ‘talent’, but it too needs the right ‘producer’ to draw out what’s best in it, make value judgements and keep asking the right questions. Having a creative partner like Whitewall ensures that your AI output is not just making your content quicker and easier to produce, but better.

One of the key strengths of AI is its ability to comprehend complex questions and provide accurate information in a concise manner. It can assist users with a multitude of tasks, ranging from providing explanations and solving problems to offering creative suggestions and generating coherent written content. However, it’s essential to remember that AI’s responses are generated based on patterns and correlations in the data it was trained on, rather than possessing true understanding or consciousness.

The idea of “garbage in, garbage out” has never been more true than when using AI, so we must assess output on the questions posed, highlighting the power of inquiry and critical thinking. Profound questions often lead to more meaningful insights than simple answers. As you consider how AI can help transform your business, having the right creative partner by your side can make all the difference. The partner who’ll help you ask all the right questions.

If you’d like to find out how Whitewall can help you make every moment count with AI systems today, please contact Rod Lee at