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Recently, everyone has been talking about ChatGPT, the language model developed by OpenAI. With its advanced capabilities, ChatGPT is revolutionizing the way we communicate with machines. It has the ability to understand natural language and respond in a human-like manner, making it ideal for a wide range of applications, from customer service to virtual assistants. ChatGPT’s language processing abilities are based on deep learning algorithms that analyze large amounts of data to generate responses that are both accurate and contextually appropriate. As a result, ChatGPT is quickly becoming one of the most sought-after tools for businesses and individuals looking to improve their communication with machines (and humans).

The fact is, ChatGPT is only the beginning of a revolution that will transform the way humans interact with technology. Artificial intelligence has come a long way since the first AI program was written in 1951. Today, AI systems can perform a wide range of tasks, from playing chess to driving cars. However, AI is still in its infancy, and there is much more that can be done.

One area where AI is having a big impact is in natural language generation (NLG). NLG is the field of study that focuses on how computers can produce understandable human language. NLG is what powers chatbots like ChatGPT, which can converse with humans in a way that feels natural and intuitive.

A number of other companies are also active in this area, aiming to compete directly with ChatGPT. For instance, Google’s T5. T5 (Text-to-Text Transfer Transformer) is a NLG model developed by Google that is similar to ChatGPT in terms of its architecture and capabilities. T5 is pre-trained on a large dataset of text and can be fine-tuned for specific tasks, making it highly versatile and capable of generating high-quality text in response to various prompts.

In the coming years, thanks to this competition we can expect to see NLG technology continue to advance. Already, systems such as ChatGPT can understand and respond to human language at a level that was once thought impossible. These systems will be used to power virtual assistants, customer service bots, and digital humans.

Storytelling

In 2019 I published a book titled Storytelling and AI, arguing that machines were fast learning to speak like humans; and would soon master the secrets of storytelling that until now, for tens of thousands of years, have been the exclusive domain of humankind. The advent of ChatGPT is a strong confirmation of that argument.

Indeed, ChatGPT can be a very useful tool in the field of storytelling in several ways:

• Idea generation. ChatGPT can help writers generate new ideas for stories by providing prompts or suggestions based on a given topic, theme, or character.
• Character development. ChatGPT can assist writers in creating and developing complex characters by answering questions about their backgrounds, motivations, and personalities.
• Plot development. ChatGPT can help writers develop plot twists and turns by suggesting different scenarios or plot points to keep the story engaging.
• Dialogue creation. ChatGPT can assist writers in crafting compelling dialogue by suggesting different phrases, idioms, and expressions that fit the tone and style of the story.
• Editing and revision. ChatGPT can be used as a tool for editing and revising a story by suggesting alternative words, phrases, and sentence structures that may improve the flow and readability of the story.

In other words, today ChatGPT can be a valuable ‘storytelling assistant’ for writers to enhance their creativity, develop their writing skills, and create engaging and compelling stories.

We can expect to see even more exciting progress in the coming years.  As AI technology continues to advance at a rapid pace, it’s important to consider what the future may hold for NLG software such as ChatGPT. Here are some possible developments:

• Improved conversational abilities. ChatGPT and other NLG software may become even more advanced in their conversational abilities. They may be able to understand and respond to more complex queries, making them even more useful for customer service, personal assistance, and other applications.
• More realistic responses. In the future, NLG software may become even better at creating responses that are indistinguishable from those created by a human. They may be able to incorporate more nuance, sarcasm, and humor into their responses, making them even more engaging and enjoyable to interact with.
• Personalization. As ChatGPT software continues to advance, it may become more tailored to individual users. It may be able to learn from previous interactions and create responses that are more personalized and relevant to each user’s individual needs and preferences.
• Integration with other technologies. NLG software may become more seamlessly integrated with other technologies, such as virtual and augmented reality. This could create even more immersive and engaging experiences for users, allowing them to interact with NLG software in more natural and intuitive ways.
• Story invention. ChatGPT is already able to create stories on the basis of simple prompts. This ability will evolve making NLG software more and more able to invent meaningful narratives, even in the form of novels or movie scripts.
• More applications. As ChatGPT software becomes more advanced and versatile, it may find applications in a wider range of industries and contexts. For example, it could be used to generate personalized news articles, ads, financial reports, and other types of content.

In brief, as AI technology continues to advance, NLG software in general, and ChatGPT in particular, will likely become even more powerful, versatile, and useful for a wide range of applications.

Metaverse and brand storytelling

In early November 2022, just weeks before the launch of ChatGPT, I published a book titled Brand Storytelling in the Metaverse. There, I noted that new NLG software will soon be integrated with AI avatars in the metaverse, particularly with brand avatars interacting in a dialogue with customers in virtual worlds. This development is now going to be enabled by tools such as ChatGPT.

By integrating ChatGPT with brand avatars, customers could have natural language conversations with artificial humans in real-time, allowing for personalized and responsive interactions. This could help to create a more engaging and interactive customer experience, as customers would feel like they are having a real conversation with the brand rather than simply receiving canned responses.

One potential benefit of using ChatGPT with AI avatars in the metaverse is that these artificial entities could provide customers with a much wider set of answers to their queries. For instance, a digital assistant for a car maker could be knowledgeable about all details of a 200-page instruction manual. A brand avatar empowered by ChatGPT could also help to reduce the workload of human customer service representatives. By automating some of the simpler interactions, such as answering frequently asked questions, human representatives could focus on more complex issues and offer more personalized assistance to customers.

However, there are also potential challenges associated with integrating ChatGPT with AI avatars in the metaverse. For example, as with any AI technology, there is a risk of discriminatory language if the training data is not diverse and representative. Additionally, it may be challenging to ensure that the avatar’s body language and facial expressions are conveying the intended tone and emotion of the conversation.

Clearly, there are still significant hurdles to integrating ChatGPT with AI avatars in the metaverse; but there are also many potential benefits. By creating more engaging and immersive customer experiences, brands will be able to foster deeper connections with their customers and increase customer loyalty.

Jobs

Many people worry that AI systems such as ChatGPT could ‘steal’ a lot of  jobs in the coming years. Undoubtedly, there is a risk that ChatGPT and other NLG technologies will automate some jobs that currently rely on human language skills, but it is important to consider the nuances of this issue.

On the one hand, NLG technologies like ChatGPT can be used to automate tasks such as customer service, content creation, and data analysis, which traditionally require human language skills. This could lead to job displacement in certain industries, particularly those that rely heavily on repetitive or routine tasks. For example, ChatGPT could be used to automate some aspects of content creation, such as generating news pieces or social media posts, which could potentially displace human writers and editors.

On the other hand, NLG technologies can also create new opportunities for human workers, particularly in areas where NLG can enhance or augment human skills. For example, ChatGPT could be used to help journalists and writers generate more content in less time, freeing them up to focus on more complex or investigative reporting. Additionally, ChatGPT could be used to help language teachers create more personalized learning materials for their students, or to help doctors and medical professionals create more accurate and efficient medical reports.

Furthermore, it is important to note that NLG technologies are not yet advanced enough to completely replace human language skills. While they can generate human-like text, they still lack the creativity, nuance, and subtleness that human language use requires. Human language is also highly contextual and often requires emotional intelligence and cultural knowledge that machines may not be able to replicate.

So, there is actually a risk that NLG technologies like ChatGPT could displace some jobs that rely on human language skills. However, there are also many potential benefits and opportunities for human workers. It is important for policymakers and industry leaders to consider the potential impacts of NLG technologies on the workforce and to ensure that the benefits are widely shared and that the transition to an automated future is managed in a responsible and equitable manner.

Other risks

Job displacement is not the only risk associated with a wider use of technologies such as ChatGPT. Here are some other potential dangers and some suggestions on ways to control and limit them:

1. Bias. NLG software can perpetuate biases present in its training data, resulting in offensive language or conclusions. To control and limit this risk, it is important to ensure that the data used to train the NLG software is balanced and representative of different groups. Additionally, regular audits should be conducted to ensure that the NLG software is not perpetuating any biases.
2. Misinformation. ChatGPT may inadvertently generate false or misleading information. To control this risk, it is important to incorporate fact-checking mechanisms into the NLG software. This can involve cross-referencing with reliable sources and verifying information with human experts.
3. Privacy. NLG software may collect personal information about users, potentially raising privacy concerns. To limit this risk, it is important to adhere to established privacy guidelines and regulations, such as GDPR. Additionally, users should be provided with clear information about what information is being collected and how it will be used.
4. Dependence. Technologies such as Chat GPT may become so widely used that humans become overly reliant on them. This can lead to a loss of critical thinking skills and the ability to evaluate information independently. To control this risk, it is important to encourage the development of critical thinking skills and provide education on how to evaluate information effectively.
5. Security. NLG software may be vulnerable to cyber attacks, potentially leading to the compromise of sensitive information. To limit this risk, it is important to incorporate robust security measures into the NLG software, such as encryption and regular vulnerability assessments.

Overall, while tools such as ChatGPT offer many potential advantages, it is important to be aware of the potential risks and take steps to avoid them. By addressing these risks, we can ensure that NLG technologies are used in a safe and responsible manner that benefits society as a whole.

In the first two decades of this century, a number of stories have dominated the world news. Among the most riveting: the Islamic wars fought by the US and its allies after Nine Eleven; the worrying deterioration of the environment caused by climate change; the emergence of China as world power and factory of the planet; the advent of Artificial Intelligence and the danger to your job posed by smarter robots; Brexit, and the prospect of a disintegrating Europe. Still, in the last couple of months the information about those topics (and many others) has been pushed aside by a single narrative. The novel coronavirus is proving to be the greatest story of our time – the most compelling and inescapable.

Besides, Covid-19 is not just ubiquitous in the media: it’s also the issue that dominates private conversations among people. Although it may not be perceived by all, the symbolic power of this story is overwhelming and unprecedented. And for several good reasons.

The number of deaths is only a tragic premise. Internationally, it has already overcome the number of victims from the atomic bombing of Hiroshima and Nagasaki 75 years ago. In the US, it‘s already above the number of the fallen of the 20-year-long Viet Nam war. Luckily, it has been contained by all the measures enacted in many countries to limit the pandemic – otherwise it might have climbed to millions. But we still don’t know how it will affect the poorest countries of the world, where the virus has not yet reached its full lethal potential. Checking the progression of this number in the evening news has become an angst-ridden ritual for many – an underlying subtext to the coronavirus story.

And yet, there are many other chapters in this narrative – each contributing a great deal to the drama, although in debatable and potentially divisive ways. Here’s a short analysis of the most relevant ones.

The virus’ origin

Where and when did the novel coronavirus first jump on a human? If the date is being scrutinized (and pushed back to at least October 2019 by recent disclosures), the place is the subject of strong controversy.

As everyone knows, President Trump has called corona “the Chinese virus”, a definition that officials in China find irresponsible. Is the story that Covid-19 originated from a Wuhan wet market credible? Mike Pompeo is skeptical of this hypothesis and suspects an accident occurred at Wuhan’s Institute of Virology. US intelligence agencies (and others) exclude that the virus was man-made or genetically engineered, but are still investigating whether it might have escaped from the Wuhan lab. Zhao Lijian, the spokesperson of China’s Ministry of Foreign Affairs, counters it might be the US Army who brought the epidemic to Wuhan during the Military World Games last fall. As for the Iranians, they are convinced that the virus was cooked up by American scientists to weaken their nation (notwithstanding the high number of deaths in the US). Facts are scarce and conspiracy theories abound, a good recipe for misunderstanding and conflict.

Indeed, the virus’ origin is still a mystery, and the evidence about it appears so far insufficient to prove anything. With patient zero impossible to pinpoint, a lot of the pandemic theme is left to interpretation.

This part of the story may have heavy implications. Trump has already cut the funding of the World Health Organization, on the assumption it failed to take a hasher stance towards China. His administration also suggested it will seek accountability for the spread of the virus and is drawing up plans to punish Beijing on multiple fronts, which might go from additional trade barriers to economic sanctions. China will not accept this idly, and might bring the confrontation to a new unpredictable level. This chapter of the story includes all the components of a geopolitical thriller.

Spread of the disease

Whatever the origin of the pandemic, a lot of media attention has been directed to the notion of ‘social distancing’. Individuals have had to learn what this is, and why it matters. The extremely fast manner Covid-19 spreads across nations has persuaded people everywhere to change their long-established behaviors, quickly adapting to staying at home, avoiding hugs and kisses, keeping one or two meters from one another, wearing masks, and washing hands frequently. That’s not an easy change to impose on 4 billion people in just 2 or 3 months.

At the same time, this part of the story is not exempt from contradictions. By the way, should the distance be one or two meters? Initially Italian authorities told their citizens that one meter was enough. Instead, Israeli authorities said that two meters were needed from the start. How this can have impacted the outcome of the disease is unclear, but subsequent studies have shown that people who sneeze or cough can spread their droplets four meters away, or even more. And it’s a fact that Italy has experienced something like 50 deaths from Covid-19 per 100 thousand inhabitants, whilst Israel just about 3. Most probably other factors concur to this result (for instance, the median age of the population). However, the way social distancing is actually carried out can make a big difference.

Another contentious point is whether lockdowns are really warranted, and what are the human costs of shutting everything down. Here, several questions still go unanswered. The high death toll in countries such as Italy and the UK is attributed to delayed closures, but countries like the Netherlands and Sweden have experienced less deadly outcomes while keeping most activities open. So, is herd immunity a reasonable option or not? And what about children? Are they highly contagious and a big risk to their grandparents, or is this just a disputable, unproved standpoint? The virus story may vary a lot depending on what role children are supposed to play.

Connected to the spreading issue is also the topic of tracing methods. In places like China, Hong Kong, and Singapore, contact tracing has proven very helpful in containing Covid-19. But some apps that work pretty well for that purpose are seen negatively in Western countries as potentially infringing on individuals’ rights to privacy. It’s one thing to use advanced technology to track criminals and terrorists, it’s another to track the movements of any of us. In other words, many don’t seem to agree on making corona’s narrative too similar to a detective story.

Effects of the coronavirus crisis

The virus’ fallout, anyway, is definitely huge. The media nowadays are full of content related to this chapter, and our lives bear witness to how impactful Covid-19 can be. In the developed world we are already set in a deep economic recession, which risks becoming the worst depression of the last 100 years. Everybody knows where this trend is headed: the main outcome is joblessness, meaning more and more people are losing their livelihoods and becoming unable to support their families.

This grim reality has already started to take hold (for instance, by producing 33 million unemployed in the US in a matter of weeks); and that’s the reason why so many people are utterly scared of what SARS-CoV-2 could bring – not death, but a fall into poverty.

In developing countries, corona’s effects could be even more devastating. There, the story might rapidly turn into tragedy. According to the Head of United Nations’ World Food Programme, David Beasley, the world is now at risk of famines “of biblical proportions” caused by the coronavirus pandemic. Within a short few months, the number of people suffering from hunger could go from 135 million to more than 250 million.

Yet, economic depression and famines would not be the only catastrophes. As suggested by Nouriel Roubini, the New York-based economist who famously predicted the 2008 financial crisis, the current pandemic is accelerating trends toward balkanisation and fragmentation that were already underway in many regions of the world. According to him, more protectionist policies are going to prevail, with tighter restrictions on the movement of goods, services, capital, labor, technology, and information. The geostrategic standoff between the US and China will intensify. Populist leaders will benefit from economic weakness, mass unemployment, and rising inequality, leading to a strong impulse to scapegoat foreigners and migrants for the crisis. And there will likely be an upsurge in clandestine cyber warfare, potentially conducive to military clashes.

The peril is certainly there. All these trends could entail the emergence of both new social conflicts inside countries and tensions among them, with heightened risks of isolationism coupled with the internal repression of civil liberties. Some developments may be an anticipation of what is to come. Antonio Guterres, the present UN chief, has recently warned about the dangerous ‘tsunami’ of hate speech that has risen alongside the Covid-19 pandemic. In his view social media companies and civil society must urgently stand up to the many forms of xenophobia, racism and intolerance that have surfaced during the crisis. Absent a concerted effort in this direction, anti-foreigner sentiment, antisemitic conspiracy theories, attacks against Muslims, and the targeting of journalists, health workers, human right activists despised just for doing their job, will only rise further.

Technology: the light at the end of the tunnel

The dark connotations of the previous chapter of the story – providing the emotional climax to it – are fortunately counterbalanced by the promises deriving from the extraordinarily quick scientific progress in dealing with SARS-CoV-2.

Although it’s not certain that a vaccine for this disease may ever be found (as it was never found for HIV, the virus causing AIDS), many research teams around the world are competing in the quest for it. Huge sums and energies are being invested. And the general expectation is that, in this case, the time needed to find and bring a vaccine to market will be just a fraction of the many years of research and trial that have always been necessary in previous pandemics.

Also, technology is already providing precious help in other ways. The novel coronavirus genome was sequenced in record time and shared by Chinese medical authorities on January 11, only a couple of weeks after they had alerted the WHO of the new pathogen. Today the advanced apps that ensure the precise tracking of infected people – though not liked by all – allow those who have not got the virus to keep distant and protected. Besides, a number of treatments have been very fast devised and approved for use on patients, with life-saving results. New drugs are expected to be available soon.

Sure, the limits to our ability to cure and treat people affected by SARS-CoV-2 remain important. The death toll attests to this situation. However, the level of scientific awareness reached by mankind has created a totally new situation. As Homo Sapiens author Yuval Harari recently wrote, when in the 14^th century the Black Death killed more than a quarter of all humans in Asia and Europe, people had no idea of what caused it: “They usually blamed the plague on angry gods or black magic, and the best thing they could think of doing was hold mass prayers to the gods – which often led to mass infections.” (Viruses were only discovered in the last decade of the 19^th century). And when in 1918 the Spanish flu killed far more people than World War I, no one had an inkling of what a genome is – not to say how to sequence one. The much more favorable way a pandemic can be faced in our time is entirely due to the advancements of science. And technology is the light sword that will guide us through the darkness – and possibly save us.

The future of the human-virus relationship

Yet, scientific awareness doesn’t necessarily mean wisdom. Thus, at this stage, how this captivating story will end is uncertain. As I have remarked in a previous post, SARS-CoV-2 has all the traits of the perfect villain. Not by chance, this has led many people to state that ‘we are at war’ with an invisible, deadly enemy. The media are fond of this scenario and have made it their own. Indeed, there are many reasons to set the corona narrative as a fight between the human species and a sinister evil force. The virus is undoubtedly a merciless killer. And health workers are waging a terrible battle with great courage and dignity. But, if pushed too far, this representation may not be the wisest, and risks being misleading.

In fact, other perspectives are possible. What if, just for an instant, we adopted the viewpoint of the virus? That’s exactly what the beautiful video titled #what future do you choose does. Instead of depicting SARS-CoV-2  as a faceless, unforgiving enemy, it gives it a voice. What does corona say? It says that most viruses are usually kept in check by healthy environment and only get to know their original host animal (without jumping species); that the blame for what is happening now should be placed on humans, who rip forests apart thus bringing viruses like itself out of their natural quarantine; and that humankind should finally understand how its behavior is affecting the planet.

What this video actually does is making us realize that the novel coronavirus story should mainly be framed as a narrative of environmental imbalance. Its conclusion about who bears responsibility for a better future is very clear: only humans – not viruses – can choose to make wiser choices in what they consume and how they live.

Can this be the real happy ending of this story? Is there a way for us to grasp that our lifestyles and consumption habits are leading the Earth to disastrous consequences? As bad as the pandemic is to many people, it has also brought us less air pollution – and jellyfish once again swimming in Venice’s crystal-clean waters. Evidently something has to be corrected in the manner we interact with our world. Will the environmental implications of the Covid-19 outbreak become a relevant and lasting part of the ‘new normal’? It’s hard to say. What is certain is that the way the great coronavirus narrative develops in the future will depend very much on all of us.

The dynamics of the coronavirus crisis is proving that Bill Gates had it right. In a now-famous TED talk video dated April 3, 2015, he predicted that “if anything kills over 10 million people in the next few decades it’s most likely to be a highly infectious virus rather than a war”. And he was right on another crucial point – when he argued that “we’re not ready” to face such a catastrophe.

Our unpreparedness, which has become evident in the questionable way the crisis is being handled in many countries, has led to social distancing and personal isolation. This, in turn, has brought about an unprecedented reliance on digital tools that are helping us communicate and support the feeling of togetherness.

The push to digitalize is indeed one of the few benefits of this crisis, but it should not be overemphasized. It may be true that even grandma is learning to use Zoom, and that you can definitely hold that meeting online instead of going to the office. Surely, thanks to COVID-19 many are discovering how digital can be useful to their lives and work. The proof of this is the feeling of deprivation among the families and individuals who do not have computers at home (yes, there are more of them than you may think).

However, we should not celebrate this development as an all-encompassing solution for several reasons.

The first one is that, as humans, we are not made to live physically isolated for long. As Angela Dewan wrote on CNN, Humans Are Terrible at Social Distancing. Probably because touch is the first sense that a baby develops in the womb, we really like to be with other people and exchange handshakes, hugs and kisses. Touching each other releases the same chemicals in the brain and body (endorphins, etc.) that make us happy. This experience is what we miss in teleconferencing, and we’ll do whatever it takes to get it back.

In addition to that, the war against coronavirus must clearly be won in the physical world. When indicating viruses as the biggest threat to mankind, Bill Gates also suggested that the answer to this challenge has to be based on better international coordination among health systems, with the deployment of a rapid healthcare force, and possibly with some support from the military and its logistics capabilities – something that requires a lot of very concrete efforts and investments.

Another reason relates to the fact that the digital world is not exempt from limits and risks. Clearly the advancements of AI, machine learning, and robotics are improving our lives in countless ways and, hopefully, they may soon provide the way to beat this damned virus and other diseases. However, the notion of digitalizing all work doesn’t make sense.

Why? Because we’ll still need the hairdresser. Because being compelled to work digitally for 8 hours a day is alienating. And because technology is progressing so quickly that there’s a huge risk of losing control.

In fact, just as we have been hit by a virus in the real world, we could well be devastated by a very smart malevolent virus or unforeseen lethal algorithm in the digital one.  Elon Musk has been warning us of this danger for years (and Bill Gates too). Computers are now writing their own algorithms, and they are so complex that the human mind cannot comprehend them. In the long term Artificial Intelligence will become smarter than us, therefore relinquishing our grip on the physical world to transfer most of our activities online doesn’t seem a promising idea.

In brief, this is another area where people, organizations, and governments “are not ready”. Finding the right balance between physical and digital will simply become vital, and we should make our preparations to get there as fast as we can.

Storytellers are well aware that a story is only as good as its villain. Nobody wants to watch a movie where the hero faces no obstacle. That’s why finding a tough and terrifying villain is so crucial in making a story work (and sell). Today, although the coronavirus causing COVID-19 is undoubtedly a very serious matter, some experts in the scientific community say the panic surrounding it is not warranted. The fact is, the media all over the world are seizing on the opportunity of portraying this virus as the perfect enemy of us all. The consequence: a lot of people are scared as they have never been before. With the threat increasing, many switch to their instinct of individual survival and may start behaving irrationally (for instance, by panic buying). The symbolism of this unfolding conflict is very powerful, but it’s somewhat concealed. Here are some keys to decode it and put it in plain view.

A most unnerving enemy

SARS-CoV-2, the so-called coronavirus, is dangerous and it’s a killer. Many epidemiologists and political leaders warn that, if left unchecked, it could kill millions. Besides, it’s characterized by a series of traits that make it particularly frightening. It’s alien. It’s very contagious. It’s stealthy because it’s invisible. When magnified, with its ‘corona’ (crown) it appears at the same time beautiful and horrific. Its fatality rate (the percentage of the dead on the infected) is much lower than Ebola’s but much higher than the common flu’s. One may be infected without showing symptoms, meaning it may be anywhere, close to you. It’s cruel as it kills by preventing one from breathing. Currently, there’s no real defense against it. It’s different from all other viruses, so it’s basically unknown. As such, it’s unpredictable and ominous.

This description explains why the coronavirus is so distressing to many people. Yet the portrait may be somewhat misleading. So far, the number of deaths associated with this virus is just a fraction of that of malaria or rotavirus, or even AIDS (which has wiped out a total of 32 million people and is still killing over 700 thousand each year). As for cancer, according to the WHO it accounted for an estimated 9,6 million deaths in 2018. So, why isn’t people’s attention turned to those other medical conditions?

For several psychologists, the main reason is the fear of the unknown. People are less worried with diseases that have been around for a long time and whose cause is familiar – for instance, most people know that malaria, yellow fever, and dengue fever are caused by mosquitos. Instead, they are deeply concerned by coronavirus because scientists understand so little about it and its origin is controversial (a bat? a lab? a conspiracy?). A further reason for anxiety is the disturbing uncertainty it has injected into our lives, ravaging the economy and putting millions of jobs on the line.

Also, in a growing number of countries the virus has totally disrupted daily routines, as social distancing means no meetings, no events, no schooling, no restaurants, no pubs, no gym, no cinema – in short, no public life at all, which adds to the impression that coronavirus must be worse than any other disease. All these elements converge in making the crisis quite difficult to handle in terms of mental health and emotional challenges. 

The war has started

Anyway, despite being unprepared (as we have no weapons), we have already started this battle. Doctors and nurses on the front line say they “feel at war”, and the sentence has been picked up first by politicians and then by everyone else. Some may interpret it literally. In the US many rifle shops have now the longest queues, with people flocking to buy guns and ammunition: clearly it’s not about shooting the virus but – irrationally – trying to prepare for the unknown, one way or another.

The world over, scientific laboratories are at work in search of vaccines and treatments. Not by chance, in many countries the restrictions to the freedom of movement are now enforced by the army. The many sudden and tragic deaths due to the virus aggravate this feeling. In Bergamo, a northern Italian town close to Milan, the number of dead is so high that there’s no way to cremate all corpses locally, therefore somber military truck convoys carry the coffins elsewhere, in the surrounding regions. Strong symbols such as national flags and anthems are being shared to support social values and appeal to a sense of unity.

On the other side of the front, the coronavirus is alone – but symbolically no less powerful. Its strength is provided by its Darwinian, unique drive to expand by multiplying as much as possible. A sort of obsession, which however cannot be labeled this way as a virus in not a living entity. In a way, the condition of this coronavirus might be seen as pitiful. It’s tiny. It’s simply, as scientists say, ‘on the edge of life’ (like all viruses), meaning that it’s unable to survive on its own and compelled to enter other organisms in order to exist. It’s probably soon bound to be defeated by a vaccine and possibly eradicated from Earth like its cousin SARS-CoV (the virus responsible for SARS). But this end cannot be taken for granted, and for many months from now (some say at least eighteen) SARS-CoV-2 is threatening to wreak havoc all over the place.

The role of brands

So, the fight is underway and no one can escape it. We all have to decide which side we are on. It may seem that nobody will side with the virus but this is not necessarily true. All those who behave irresponsibly and, when infected, avoid quarantine, are acting in support of corona. But what about the role of brands? What is their position in this context and in this story? That’s a delicate question. Obviously brands, as important social players, should be on the side of mankind and provide all possible help to overcome this crisis.

Realistically, some of them will benefit and some will face very difficult times, depending on what industry they are in. Many companies operating online will thrive, while providing much needed goods and services at the same time. Other companies, like those related to travel and tourism, are already suffering. All brands, in any case, should take good care of their customers and their employees, protecting them from the health and economic implications that are impacting our societies.

Are brands doing all that they can? Not always. One meaningful example: I greatly appreciate the behavior of some outstanding newspapers that have decided to offer free access to their websites on the global coronavirus crisis. Instead, I am quite surprised to see other news websites that attract readers with alarming titles but reserve the information on the crisis to their paying subscribers – even when it’s about something vital for anyone to know. From a symbolic point of view, these brands are not on the side of the virus; but they are not really on the side of people, either. It’s an ambiguous position that should be corrected, the sooner the better. In this unsettling war, panic may be unwarranted but brands should definitely not try to make a profit from it.

Today the shop around the corner, the hairdresser, the physiotherapist or the little, nice restaurant are in dire straits. Most of these activities are being shut down, and require the solidarity of all. The biggest brands should do their part, showing what social responsibility actually means. And they must avoid certain temptations. For instance, in the current situation they shouldn’t inundate email boxes with newsletters aimed at stimulating captive customers to buy online things they don’t really need. That’s not the time to be greedy: it’s the time for brands to play their role of helpers, supporting the heroes of this battle – the normal consumers/citizens, the doctors and nurses, the little businesses – in their effort to overcome this moment and get their lives back.

Many are already doing the right thing. Brands such as Subway, Pret A Manger, Nando’s are offering discounts on food and free coffee to medical workers. Chinese tech companies have developed apps to provide citizens with detailed, verified and updated information on the virus outbreak. Eventually, when the crisis will pass, and it will pass, people will remember which brands were indeed helpful and which ones weren’t.

I discussed this article with my friend Alexander Linder, who contributed some valuable insights. Clearly Alexander is not responsible for the possible shortcomings of my piece.

Un articolo di James Freeze uscito due giorni fa su Forbes fa il punto sulle prospettive delle voci degli assistenti digitali. Freeze, che è Chief Marketing Officier di una società statunitense impegnata nel costruire assistenti virtuali voice-enabled, vede un immenso potenziale nelle capacità delle tecnologie legate alla voce di trasformare il modo in cui accediamo all’informazione e ci relazioniamo alle marche.

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