A long time ago, when I was at college exploring a brand new field of study called "Computer Science", my fellow students and I were often frustrated by the fundamentals of the incredibly accurate disipline required. Like the binary math that drives all program, there's a 1 and a 0. A right and a wrong answer. There was no grey zone. Our mentors taught us early on: "Bullshit in, Bullshit out!" While I knew that two and two equals four, my computer didn't. I needed to write a simple program that told it: "2+2=4".

Fast forward to today and we have large language models that are collecting, comparing billions of bits of data at astronomical costs.

These models cannot distinguish between bits of data that represent reality or fantasy.

If the L.L.M. is fed a diet of accurate information, the resulting 'output' will probably be fairly similar to the reality we occupy.

Feed it bullshit and you'll be able to conjure up stuff like this artificial technology from some artificial past; circa 1960?  

Look . . . The Titanic didn't reaqlly sink. It was stolen and taken to Brazil!

While making up ads like this can be a lot of fun, the ability to do so reveals the darker side of a L.L.M.'s potential.

"Bad Actors" can seed hundreds of thousands of 'fake' ideas into the historical timeline of their choice to artificially 'alter' the past.

In time other models and search engines will roll these bits of information into their assessments and answers that they "innocently" provide. [Some] younger people and [some of] those from different cultures will treat these 'generated answers' as factual.     

About a hunderd years ago, in the 1920's, when advertising standards were lax and cigarette research non-existent, the U.S. Lucky Strike brand came up with this really BIG idea; encourage women, who want to loose weight to reach for a Lucky Strike cigarette instead of a snack.

So hard to believe you say. 

What were they thinking you say. 

That would NEVER happen today you say.

With the benefit of my age and time, I see it differently.

Invariably a big idea begins as a creative solution to a practical challenge - but goes the extra mile in that it manages to slip through or past all of the current 'restrictions' governing the use and promotion of a product or service.    

Across North America everybody wants everything faster, cheaper, free shipping and returns plus a lifetime guarantee.

To satisfy this unreasonable, insane, and insatiable desire for more cheap food, goods and services, we’ve gutted small manufacturers across North America and sent millions of jobs and billions of dollars, per year, overseas so that we can brag about how cheap 'it' is.

NOT HOW GOOD OR DURABLE IT IS, OR HOW THE PURCHASE SUPPORTS YOUR LOCAL, PROVINCIAL OR CANADIAN ECONOMY.

In the process of ignorantly discounting the price of everything from peanuts to military pensions, we’ve taught our kids that many jobs are not worth doing or having. This self-serving, short-sighted and narrow-minded economic mentality continues to shut down local businesses and lays waste to cities, towns and individual aspirations all across North America.

Where will this end?

When companies don't earn a decent profit margin their foundations crumble.

• They cut back or stop doing research and development. Without leading edge research and development their managers blindly follow the “best practices” of their competitors, fail and fall behind.
• Then they cut back on staff training and development.
• Short and long term employee benefits are cut next. Loyal full-time staff members are 'fired' and then 'rehired' as part-time staff without benefits.
• Part time staff, who don't earn a living wage, need to juggle two or three part time jobs to make ends meet. They have no holiday pay, day's off with pay, pension plans or medical support.
• Many do not have enough savings to cover two or three months of unemployment. 
• Because they are just making ends meet, they can't afford to "support" the arts or local charities; key indicators of a healthy economy. 
• It even affects homeless people, who depend on our collective good-will to get by - one cold night at a time.  
• And on and on it goes in a giant downward spiral.

One of my x-clients had his website designed and built in the Philippines to save money; "they charge 1/4 of what you do Frank." He thought their deal was far too good to pass up. Sadly, while the site-construction was cheap, it didn't drive much business to his store.

No research.

No analytics.

No strategy.

No tactics.

Because he focused on price, so did his customers. In the end his business tanked because he couldn't make up in volume what he consistently lost on margin.

When we charge a fair price and invest the profits in our people, our communities, and our industries, and Canada, we all grow stonger, better and smarter.