Google’s DeepMind communications head shares how storytelling can advance artificial intelligence
By Jennifer Cloer
Q: What role does storytelling play in your overall communications strategy?
Amanda: Storytelling is a pivotal part of any communications strategy I architect. Having spent most of my communications career in the tech industry, my success relies heavily on the ability to translate complicated, technological concepts into digestible, easy-to-understand, and compelling narratives. If people don’t understand quantum computing or artificial intelligence or how these technologies might benefit their lives, they’ll always be fearful and confused. Great stories are how we educate our audiences, grow their understanding, and eventually drive their acceptance.
Q: When did the power of storytelling to influence or advance business in a significant way first become clear to you?
Amanda: A big reason I chose this career was because I knew it was all about telling stories to advance my clients’ missions. When I joined IBM, it became even more apparent to me. Throughout our communications department, the holy grail of storytelling was to place a piece so impactful and compelling that it actually raised the stock price. Those stories were few and far between. I’ll never forget when I finally placed mine - a piece on our commercial quantum computing program - and the pride I felt knowing I had directly influenced our share price. It was incredibly rewarding and remains one of my crowning achievements during my time at the company.
Amanda Carl
“Great stories are how we educate our audiences, grow their understanding, and eventually drive their acceptance.”
Q: How has storytelling changed or evolved over the last few years? What new techniques interest you?
Amanda: In many ways, the art of storytelling has remained the same: great characters, compelling examples, and a unique point of view. The avenues in which we tell those stories, though, have evolved. We have so many options for delivering a great story - from owned channels to earned, from video to audio, and everything in between. And getting eyeballs is more competitive than ever, which means we have to uplevel whatever we create to be truly captivating and worth our audiences’ limited attention spans.
Q: How can story help advance a constructive conversation around AI?
Amanda: The data tell us that most people fear AI and focus primarily on the technology’s potential risks. Most of the media conversation focused on the technology is doom and gloom, so it makes sense that the public would be distrustful and apprehensive. My storytelling challenge isn’t necessarily about Google Deepmind, but about convincing people that AI is truly going to transform our lives - and in a positive way. If we can tell real-world stories about the power AI has to improve healthcare and cure diseases that were once incurable, or AI’s ability to help us tackle some of our bigger climate and sustainability challenges, we could balance the mainstream conversation and depolarize the public’s views on AI. We have to leverage the power of good stories to bring the technology to life - if we aren’t able to convince the world of the benefits, we won’t find neutral ground.
Q: Why are you investing your team’s time in a Storytelling Workshop with our CEO Jennifer Cloer?
Amanda: The best communicators are outstanding storytellers. No matter what media landscape we find ourselves in, compelling storytelling is always critical. When I think about the most crucial skills a communications team needs, storytelling is at the top of the list for me – and I can’t think of a better person to lead a workshop on this discipline, than Jennifer.