Are human beings redundant?

Quote - Joe Campbell - October 16, 2017

Rory Sutherland, the Vice Chairman of Ogilvy & Mather Group, interviewed on the Knowledge Project podcast, gave a great example of the what gets lost in automation, talking about the difference between an automated door and a doorman, pointing out that while an automated door offers the main benefit, it misses the ancillary benefits of a doorman from security to status to accepting deliveries:

This is a criticism that I have for Silicon Valley, that what they often do is they take something that a human does, they define it’s role very, very narrowly, devise an algorithm or technology which replaces that very narrow role and then assumes that the human being has become redundant…

You realize that what Silicon Valley is doing is sometimes they take the simplest and most salient part of someone’s job, replacing that, and then leaving the rest of the functions to go hang…

Quite a lot of these [jobs] have evolved to have multiple purposes of which one may be the most obvious; but that doesn’t mean if you replace the one with a technological solution, that all three somehow become miraculously technologized…

I’ve been to 3 conferences in the past 3 weeks: GlobalLink NEXT (for clients of’s translation and localization technologies); Tableau 2017 (for analysts and business intelligence experts); and SlatorCon New York (focusing on language services). Each of them has focused a lot on two concepts:

  • The growing importance of machine learning to businesses; and
  • How this machine learning still points to the paramount importance of people to an organization.

I’ll be writing about these concepts more in the coming weeks – as I think navigating between these two concepts will be the key for any organization in the coming decade.

A special thanks to Shane Madden of TransPerfect for pointing me to this podcast. As he said… It was brilliant.


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