The term “artificial intelligence” is often used to describe advanced data processing, automation, and machine learning. However, intelligence in a real-world business context requires more than algorithms and data alone. It requires an understanding of nuance, urgency, context, and human decision-making. Emotion plays a critical role in enabling this understanding.
As organisations explore AI adoption, NSC Global looks to the evolution of previous technologies to understand what drives meaningful and lasting value. The automotive industry provides a compelling example.
Robots have been used in automotive manufacturing since the early 1960s, initially confined to cages and limited to repetitive manual tasks. While these early robots improved efficiency, their isolation from human workers restricted flexibility and limited overall productivity. Hand-offs between automated processes and human tasks constrained the value that automation could deliver.
By the late 1990s, the emergence of collaborative robots, or cobots, marked a turning point. Designed to work safely alongside humans, cobots transformed the manufacturing environment. Robots took on physically demanding and repetitive activities, while people focused on precision work, oversight, and quality control. This collaboration unlocked far greater value than automation operating in isolation.
AI in business today is at a similar stage. While it is delivering benefits in many areas, its potential is often constrained by a lack of emotional context and human understanding. To move beyond hype and deliver sustained business value, AI must evolve from a standalone capability into a collaborative partner.
NSC Global sees the future of AI in identifying areas where human emotion and insight can augment machine learning. By harmonising human judgment with AI-driven capabilities, organisations can achieve outcomes that are not only efficient, but also relevant, contextual, and aligned to real business needs.
NSC Global believes that while artificial intelligence (AI) has become a powerful business tool, its true potential is only realised when it is combined with human emotion and judgment.
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