All of us, at some time in our lives, have had to sell something. Whether it is ourselves, a product, an idea, or a project, every day we present ourselves with audiences who listen to our proposal and buy, or not, our value offer.
A large part of the success of that sale does not depend on the technical argumentation of the idea, but rather on the trust that we arouse in our interlocutors and that is based, to a certain extent, on our physical appearance, but to a great extent on our language. body and once we pass the icebreaker barrier, in our microexpressions.
Well, Artificial Intelligence already knows that and is taking advantage of that advantage in its favor. Scientists from Lancaster University in the United Kingdom, and the University of California, Berkeley, conducted an experiment in which they used 800 images in which the subjects evaluated whether they were real or not, and the confidence that the subjects aroused. that appeared in the images.
After three experiments carried out, in which images of real people and images made with the technique known as deep fake, in which Artificial Intelligence (AI) recreates the human face from the combination of facial features of real faces found in its database, the result was that the subjects of the experiment trusted the artificial faces more. AI 1 – Human 0.
The researchers found that the synthetic faces, created by AI, had an average rating of 7.7% more confidence than the average rating of the faces of real people, submitted by the team that conducted the research. This, according to the scientists, is “statistically significant”, therefore there is more empathy in the artificially created faces.
The three faces rated most trustworthy were fake, while the four faces rated least trustworthy were real. This is because Artificial Intelligence has already learned to adapt to human judgment and presents us with those micro-expressions that we trust the most. It is as it happens in reality, the best sellers are those who develop techniques to generate more confidence in the market.
Although revealing, the result did not leave the researchers very satisfied, so it should not surprise us that very soon advertising commercials stop hiring actors for their production and that it is actors achieved with AI who present us with products of all kinds. This could be just the beginning of a new era in which manipulation reaches superlative levels, which will start the debate around the world.