Why do 10-12 people in Mumbai collide with train every day? At the peak of the Kovid epidemic, the big question was how we inspire every citizen to take both doses of vaccine? And now, with Artificial intelligence Moving at a breakcone speed, the important question is: How do we ensure that AI is human centered so that it is used for more and more good of humanity?
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In an attempt to answer such complicated questions about human behavior, data analytics can tell us what people are doing. However, without understanding why people do what they do, a broad understanding of human behavior remains elusive.
One of the biggest obstacles to greed human behavior is a traditional belief that humans are rational, conscious creatures. This old approach assumes that increasing awareness is a solution to all behavioral issues.
Nevertheless, the failure of rational interventions aimed at the purpose of a conscious mind is clear everywhere. Despite countless awareness campaigns, road accidents continue to increase. Efforts to combat negative behavior such as alcohol and drug addiction through alcohol have proved to be ineffective at globally, with these problems just going underground. The inability to manage human behavior effectively is also true of organizations.
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Whereas departments such as finance, production and logistics work on close-permeal ‘Six Sigma’ levels, which deal with human behavior-like marketing and human resource-75–90%experience failure rate. For example, clicking rates for banner advertisements when they were first introduced in 1994, was 44%.
Today, despite the progress in data analytics, search engines optimization and technology, the click-wealth rate in digital markets has fallen to only 0.35%, a shocking decline in the ability to influence human behavior. Such failures are ignored by large -scale policy makers and corporate authorities.
Our limited understanding of human behavior not only hinders our ability to understand the root of the problems faced by us, but also blinds us for the forces behind the positive behavior near us. We often hear that Indians maintain cleanliness only in Singapore or Switzerland, but there are no paan stains in our metro stations, not even decades old in Kolkata. There are many such positive human behavior in evidence. Understanding ‘Why’ behind these positivity is equally important – so that we can repeat and scale them effectively.
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Brain behavior has constantly argued that the best way to understand human behavior is that all thoughts and very sources of action: the human brain. When we examine the behavior through the lens of brain science, it becomes clear that many behaviors can be detected back to our biological origin.
What we are learning from brain science is undisputed. Traditional methods of managing human behavior are no longer enough. From road signage and 30-second advertisements to employee-inum plans, old methods should receive new people based on deep understanding of human behavior.
Recent insight into human decisions, especially from sports, is making it clear that most are made only in milliseconds. Since smartphones become a major way of engagement with the world, micro-chillimuli-kupes that work within the millskand are ready to convert the commercial of 30-second as the most effective way to influence consumer behavior.
Nobody denys that many of the works currently performed by humans can be done more efficiently by AI. But does the construction of highly advanced AI devices guarantee automatic adoption? For example, take Beethoven’s ’10th Symphony’ composed by AI. It sounds significantly like their other functions, yet it has not seen the audience much. Getting continuous AI adoption will undoubtedly be an important challenge for AI developers.
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Perhaps the biggest challenge for AI experts will be the managing carbon footprint of the industry. When Alfgo of Google Deepmind defeated Lee Sedol, human champion Go Sports, 4–1, it was an impressive achievement of technology. However, during the match, Alfgo consumed 200,000 watts of electricity, while Lee Sedol’s brain used only 13 watts.
The question is: When do AI machines match the energy efficiency of the human brain? Over the years, this column has detected the complexity of various human practices.
As I write this last article of behavior in the brain MintI reflect on the journey of incredible learning. A heartfelt thanks -for all who have been part of this exciting exploration.
Among all attractive insights I have received about human behavior, nothing is more than biological facts that 99.99% of brain procedures are at non-conscious levels. How can we really understand the huge hidden processes running our decisions? And how do we affect these non-conscious mechanisms? These are important questions for the future of human behavior management.
My journey will continue to detect the depth of these non-conscious brain processes.
The author is the main generosist, fructal analytics.