互联网的出现标志着人类
My musical taste is eclectic. The only way I can articulate my musical taste it to say that I like a little bit of everything, and a lot of very few things. My music recommendations are a horrible mess on every music service I’ve ever used.
我的音乐品味不拘一格。 我可以表达自己的音乐品味的唯一途径是说我喜欢所有事物，并且喜欢很少的事物。 我的音乐推荐对我使用过的每项音乐服务来说都是一团糟。
Algorithms don’t know what to do with a guy who wants to listen to Thelonious Monk, The Beatles, Taylor Swift, Leslie Odom Jr., Dolly Parton, Macy Gray, and the Beastie Boys on a single playlist.
算法不知道该与想要在单个播放列表上收听Thelonious Monk，The Beatles，Taylor Swift，Leslie Odom Jr.，Dolly Parton，Macy Gray和Beastie Boys的男人该做什么。
I never even bother to see what Apple Music is recommending for me anymore. I just make my own playlists.
我什至再也没有想过Apple Music为我推荐什么。 我只是制作自己的播放列表。
Earlier this week, my fat finger accidentally hit the damn Browse tab on the Apple Music app, and I discovered something beautiful. Front and center was a playlist called Nature Awaits, curated by humans for National Parks Day.
本周早些时候，我粗大的手指不小心碰到了Apple Music应用程序上该死的“浏览”选项卡，我发现了一些漂亮的东西。 前面和中间是一个名为“ 自然等待”的播放列表，由人类为国家公园日策划。
It was perfect for me. It also showed that tech giants like Apple realize that the future of AI recommendation engines is limited.
对我来说很完美。 它还表明，像苹果这样的科技巨头意识到人工智能推荐引擎的未来是有限的。
The market for AI recommendation engines is expected to be worth over $4 billion by 2022. While anything with a billion after it seems like a big number, this valuation is shockingly small.
到2022年，AI推荐引擎的市场规模预计将超过40亿美元。尽管看起来十亿美元以下的东西很大，但这一估值却小得惊人。
Consider that the entire ecommerce market is expected to be valued at $6.5 trillion in 2022. Since most ecommerce companies, including the twin ecommerce titans Amazon and Alibaba, depend on recommendation engines to fuel their growth, why isn’t the projected value for these AI tools $400 billion or even $40 billion?
考虑到2022年整个电子商务市场的价值预计将达到6.5万亿美元。由于大多数电子商务公司(包括双电子商务巨头亚马逊和阿里巴巴)都依赖于推荐引擎来推动其增长，为什么这些AI的预计价值不大工具4000亿甚至400亿美元？
Part of the reason is that the technological progression of AI tools has plateaued. AI isn’t getting any better at helping you find what you want. If you’re anything like me, you see this stagnation every time you log on to Amazon and get pitched the same flower vase you bought last month for the thousandth time.
部分原因是AI工具的技术进步已经停滞。 人工智能在帮助您找到想要的东西方面并没有进步。 如果您像我一样，每次登录亚马逊时都会看到这种停滞状态，并且会收到与您上个月千分之一次购买的花瓶相同的花瓶。
The reality is that humans are much better tastemakers that robots. AI cannot compete with the emotional ability of humans to curate content.
现实情况是，人类比机器人具有更好的品味创造力。 人工智能无法与人类策划内容的情感能力竞争。
今晚看什么 (What to Watch Tonight)
AI recommendation engines cannot get into your head and see what you’re thinking. All they do is accumulate and process data. This works for broad lists.
AI推荐引擎无法进入您的头脑并看到您的想法。 他们所做的只是积累和处理数据。 这适用于广泛的列表。
If you watch a lot of action movies, Netflix knows what to recommend to you. But most people watch a variety of things. This confuses algorithms. The robots are relying on metatags to decide what content to serve you. If you have too many different metatags attached to your movie-watching profile, the system doesn’t know how to serve you what you want.
如果您看很多动作电影，Netflix会向您推荐什么。 但是大多数人观看各种各样的东西。 这混淆了算法。 机器人依靠元标记来决定为您服务的内容。 如果您在观看电影的个人资料上附加了太多不同的元标记，则系统不知道如何为您提供所需的服务。
If you have a hard time finding something to watch among the millions of titles on Netflix, you’re not alone. Just search, “Why is it so hard to find something to watch on Netflix” and see how many responses you get.
如果您很难在Netflix的数百万个标题中找到值得看的东西，那么您并不孤单。 只需搜索“为什么很难找到要在Netflix上观看的内容”，然后查看您收到了多少回复。
Algorithms make rational decisions based on the instructions encoded during their creation. Humans make emotional decisions. That’s why there’s so often a disconnect between what AI bots think you want and what you truly want.
算法根据其创建过程中编码的指令做出合理的决策。 人类做出情感决定。 这就是为什么AI机器人想要的和真正想要的之间经常脱节的原因。
It’s easier to find a movie to watch if you have some recommendations from friends, family or critics that you trust. Human curation saves you from the paradox of choice. The algorithm gives you too many options that are too broad for your specific interest at any one point. The more choices you have, the more likely you are to give up and choose nothing.
如果您有自己信任的朋友，家人或评论家的推荐，那么看电影更容易。 人为管理可以使您摆脱选择的悖论。 该算法为您提供了太多选择，在任何一点上，这些选择对于您的特定兴趣而言太宽泛。 您拥有的选择越多，您就越有可能放弃而什么也不选择。
Humans can recommend something to watch when you need a laugh or when you want to watch stuff get blown up. You get one or two ideas, not twenty or a million.
当您需要笑或想看东西被炸毁时，人类会推荐一些值得看的东西。 您会得到一两个想法，而不是二十个或一百万个想法。
The Nature Awaits playlist I found is a mix of artists that spans from the 1960s to the 2020s. Humans made interesting choices like using the cover of John Denver’s Take Me Home, Country Roads by alternative band Whitney instead of the original. This cover version fits better in the flow of the playlist than Denver’s classic.
我发现的《 自然等待》播放列表包含了从1960年代到2020年代的艺术家。 人类做出了一些有趣的选择，例如使用替代乐队Whitney代替了John Denver的Take Take Home，Country Roads的封面。 该封面版本比丹佛的经典曲目更适合播放列表。
A playlist created by an AI bot may have pulled a lot of songs dealing with nature, but it would not have the same feeling and flow as one created by humans who understand emotion, music, and what makes a great playlist.
由AI机器人创建的播放列表可能吸引了许多与自然相关的歌曲，但它的感觉和流向与理解情感，音乐和出色播放列表的人类所创建的感觉不一样。
That’s great news for writers and marketers. The future of business on the internet is human.
对于作家和营销商来说，这是个好消息。 互联网业务的未来是人类。
人工智能的优势 (What AI Does Well)
AI isn’t going anywhere.
人工智能无处不在。
There are many tasks where AI outperforms humans by a considerable amount. Humans cannot index large amounts of data with the precision and efficiency of an algorithm. Humans may have made the old library card catalog system, but you need AI to run an internet search engine.
在许多任务中，人工智能的表现要比人类好得多。 人类无法以算法的精度和效率来索引大量数据。 人类可能已经制作了旧的图书证目录系统，但是您需要AI才能运行互联网搜索引擎。
AI also works well at filtering out the first layer of results. A search algorithm works well to help you find a file on your computer or to point you in the right direction when you’re looking for something to eat in your neighborhood.
人工智能还可以很好地过滤掉结果的第一层。 搜索算法非常有用，可以帮助您在计算机上查找文件或在附近寻找食物时为您指明正确的方向。
AI is going to get better, but the improvements will be incremental. Algorithms will get marginally better at doing what they are good at — churning through massive amounts of data.
人工智能将变得更好，但是改进将是渐进的。 算法在做自己擅长的事情时会略微变得更好-通过大量数据进行搅动。
But, there is not likely to be an AI breakthrough in our lifetime that will allow algorithms to compete with human-curated content in terms of relevance and emotional resonance.
但是，在我们的生命中不可能有AI突破，这将使算法能够在相关性和情感共鸣方面与人类策划的内容竞争。
That last piece, emotional resonance, is especially important. People make emotional decisions and then look for facts to justify those decisions. It’s how all of us are wired.
最后一点，情感共鸣，尤其重要。 人们做出情感决定，然后寻找事实为这些决定辩护。 这就是我们所有人的连线方式。
Content that appeals to you emotionally will always be what you gravitate towards. No AI bot can compete with that emotional resonance.
在情感上吸引您的内容将永远是您所偏向的。 没有AI机器人可以与这种情感共鸣竞争。
AI bots are already creating news articles. Mostly these are box score summaries for sporting events and financial data pieces about stock and commodity prices. If you have staked your future to providing just the facts, that’s bad news for you.
人工智能机器人已经在创建新闻文章 。 通常，这些是体育赛事的框式摘要，以及有关股票和商品价格的财务数据。 如果您将未来仅仅用于提供事实，那对您来说是个坏消息。
But, the best journalists and artists have always gone beyond providing just the raw data. They have explored the emotional impact of an event. A robot can write about the fact that the Milwaukie Bucks decided to strike and not play a playoff game. It cannot write about why the team made that decision and how the community in Milwaukie feels about that decision.
但是，最好的新闻工作者和艺术家总是不仅仅提供原始数据。 他们探索了事件的情感影响。 机器人可以写出密尔沃基雄鹿决定罢工而不参加季后赛的事实。 它无法写出团队为何做出该决定以及密尔沃基社区对此决定的感受。
人工智能失败的地方 (Where AI Fails)
AI cannot know how you are feeling at the moment when you are looking for recommendations. It may be able to pick up on some context clues based on your search, but Google, Amazon, and Facebook can’t distinguish between searches for research purposes and personal searches.
当您寻找建议时，人工智能无法知道您的感受。 它可以根据您的搜索获取一些上下文线索，但是Google，Amazon和Facebook无法区分出于研究目的的搜索和个人搜索。
A bot can deliver results to you based on what others have searched and clicked on. But, it cannot give you results that hit you in your gut the way your mom or best friend can.
机器人可以根据其他人搜索和点击的内容向您提供结果。 但是，它无法像妈妈或最好的朋友那样给您带来直觉中打击您的结果。
AI lacks emotional intelligence. It has no soul, and so it cannot speak to you on a spiritual level. Algorithms can play games with your dopamine levels, but they cannot provide you with the sensation that you have been heard and seen by another human.
AI缺乏情商。 它没有灵魂，因此无法在精神层面上与您说话。 算法可以按照您的多巴胺水平进行游戏，但无法为您提供别人听到和看到的感觉。
People will continue to make emotional decisions. A list of search results is not the same as a recommendation from your college roommate.
人们将继续做出情感决定。 搜索结果列表与大学室友的推荐不同。
为什么互联网内容营销的先驱之一全力以赴地进行策划 (Why One of Internet Content Marketing’s Pioneers is All-In on Curation)
While businesses have used content marketing for hundreds, if not thousands, of years, the term was coined late in the 20th century. Brian Clark of Copyblogger fame didn’t coin content marketing, but he did perfect it for the internet age.
尽管企业使用内容营销已有数百年(甚至数千年)的历史，但该术语是在20世纪后期创造的。 Copyblogger的成名布莱恩·克拉克(Brian Clark)并未参与内容营销，但他在互联网时代做到了完美。
He built several seven-figure businesses on the back of blogging, podcasts, and email marketing.
他在博客，播客和电子邮件营销的背景下建立了几家七位数的公司。
Today he is in all-in on curation as a business strategy.
今天，他全心全意地将策展作为一种商业策略。
He is using curation to transform his flagship business Copyblogger, as well as to build new ventures like Further, a newsletter for GenXers, and Your Boulder, a real estate website.
他是用策展转变他的旗舰企业Copyblogger ，以及建立类似此外 ，GenXers简讯，和你的博尔德 ，一个房地产网站新的合资企业。
Clark is also continuing to use curation to grow his Seven Figure Small brand.
克拉克(Clark)还将继续使用策展来发展他的Seven Figure Small品牌。
Why would the godfather of internet content marketing start curating other people’s content?
互联网内容营销的教父为什么要开始策划其他人的内容？
Because he knows two things. There is too much noise on the internet. There are too many blogs, podcasts, YouTube videos, TikToks, and tweets. It’s harder than ever to grow a business solely by producing awesome content.
因为他知道两件事。 互联网上噪音太大。 博客，播客，YouTube视频，TikToks和推文太多。 仅通过产生出色的内容来发展业务比以往任何时候都更加困难。
He also knows that people want help finding the best stuff on the internet.
他还知道人们希望获得帮助，以在互联网上找到最好的东西。
This doesn’t mean Clark isn’t still producing some original content. But, instead of making content creating as his primary strategy, he is using content curation.
这并不意味着Clark仍未产生一些原创内容。 但是，他没有使用内容创建作为主要策略，而是使用内容策划。
Curation is just the next iteration of content marketing. You are building trust and demonstrating authority with your core audience by curating stuff that resonates emotionally. You are performing a service that AI cannot.
策展只是内容营销的下一个迭代。 您正在通过策划引起情感共鸣的内容来建立与核心受众的信任并展示权威。 您正在执行AI无法提供的服务。
对您的业务意味着什么 (What It Means For Your Business)
Just like a blog would have been helpful no matter what kind of business you were running 15 years ago, today curation will also work for any business.
就像您15年前从事哪种业务一样，博客都会有所帮助，今天的策展也将对任何业务都适用。
The big strategic pieces of curation are the same ones used in old-school content marketing. You first have to identify who you are serving, and you have to provide answers to their questions. But instead of only using original content like a blog or podcast, you are now curating a mix of your own content and the content of others to help your audience.
策展的重要战略部分与传统内容营销中使用的策略相同。 首先，您必须确定您服务的对象，并且必须提供有关他们问题的答案。 但是，您现在不仅在使用博客或播客之类的原始内容，而且还在策划自己的内容和其他内容的组合，以帮助您的听众。
The easiest way to curate content is to build an email list. However, you could also use video, audio, blogs, or even a catalog to curate content for your audience.
整理内容的最简单方法是建立电子邮件列表。 但是，您也可以使用视频，音频，博客甚至目录来为您的观众安排内容。
Your goal with curation is to attract your ideal prospects to your platform, build a relationship, and use curation to move them into your sales funnel, converting them into paying customers.
策展的目标是将理想的潜在客户吸引到平台上，建立关系，并利用策展将其转移到您的销售渠道中，将其转化为付费客户。
It’s time for your business to stop adding to the noise of the internet. Curation allows you to become a filter for your audience.
现在是您的企业停止增加互联网噪音的时候了。 通过策划，您可以成为受众群体的过滤器。
Your audience will fall in love with you as you consistently provide value, and they will want to buy from you because you do more than just push your own content and offers all the time. You will be able to provide an emotional connection and your unique story. People would much rather buy from a person than a bot.
当您始终如一地提供价值时，您的观众会爱上您，他们会想从您那里购买商品，因为您所做的不仅是推送自己的内容并始终提供。 您将能够提供情感上的联系和独特的故事。 人们更愿意向人购买而不是机器人。
AI is here to stay, but the future of business on the internet is human.
人工智能将继续存在，但互联网业务的未来是人类。
翻译自: https://medium.com/escape-motivation/future-of-business-on-the-internet-is-human-41c3d3498a62
互联网的出现标志着人类
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