Santiago Ambit: "AI Will Redefine Our Existence and Our Place in the Universe"

In a conversation that seems straight out of a science fiction movie, Santiago Ambit, professor at ESIC Business and Marketing School and Innovation Manager at Peninsula Corporate Innovation, offers a profound and provocative vision of the impact of Artificial Intelligence (AI) on our society. With the voice of someone who observes the phenomenon with both fascination and concern, Ambit describes how technology, especially AI, is rapidly transforming reality. "This year has been, without a doubt, thrilling. Every month, week, and even, dare I say, every day, we have witnessed innovations that initially seemed magical and have become commonplace."

The advancement in AI has been dizzying, and Ambit emphasizes how the adoption of these technologies has begun to become part of our daily lives without us even realizing it. "It is no longer surprising to use AI for simultaneous translation of any language, to talk to a chatbot with the voice of your favorite artist, or to organize trips like the best guide," he notes, highlighting how AI has integrated into activities as diverse as artistic creation, programming, and design.

However, the impact of this technology goes far beyond these practical applications. According to Ambit, we are on the brink of a technological singularity, a point where machines could develop intelligence superior to that of humans. "We have talked about AIs that surpass the average human intelligence capacity and we are close to the singularity where the machine will be able to generate original knowledge never seen before." This perspective, though exciting, raises profound questions about the future of humanity and its relationship with machines.

Ambit evokes scenes from science fiction movies like 'Minority Report' or 'I, Robot' that once seemed distant but now feel strangely close. "I remember how in 'Minority Report' crimes were predicted or contextualized advertising was shown for each user," he says, recalling how those fictional images are now being surpassed by reality. This year, according to Ambit, we have realized that "we were living in a science fiction movie that could be reclassified as a documentary."

The professor also reflects on the future of work in a world dominated by AI. In his opinion, the most valued skills will be those that allow humans to adapt and excel in a highly automated environment. "I firmly believe that cultivating curiosity and asking good questions will be the most demanded skills," he assures, suggesting that the ability to ask intelligent questions could be the distinguishing trait for coexisting with AI in the coming years.

But perhaps one of the most provocative questions Ambit asks is about the limits of AI. "What is the limit of AI? What can't it do that humans can?" he asks, highlighting that the answer to this question is not only uncertain but raises even more questions. "What will happen when we can include all data and process it? When it is possible to measure how many leaves a tree has, when they fall, and what effect their decomposition produces?" These questions not only reveal the vast possibilities offered by AI but also the ethical and philosophical challenges humanity and the world of knowledge will face.

The professor at ESIC Business and Marketing School also points to efforts by large tech companies to create superintelligence—an AI that surpasses human capabilities in all aspects. However, he notes that while they focus on these advances, much remains to be done in terms of optimizing businesses with these new technologies. "I can already imagine a world with automatic accounting replacing tax advisors, a world of lawyers based on these tools, receptionists both in hotels and taking orders in restaurants," visualizes Ambit, suggesting that sectors with high service recurrence and high margins could be the first to benefit from these innovations.

Ambit concludes with a look at a future that, although full of possibilities, also provokes some unease. "We have not yet reached year two post-Chat GPT—a tool that started an unrestrained race to measure everything," he says. Humanity has barely scratched the surface of what AI can offer. "This is just the tip of the iceberg, and what is yet to come could redefine our existence and our place in the universe." Therefore lies ahead a profound reflection on humanity's role in an increasingly technology-dominated world. Ambit's vision, though futuristic, reminds us that the future is closer than we think and that as a society we need to prepare for radical changes ahead.

In the coming weeks, ESIC Business and Marketing School, which began offering its senior master's and postgraduate programs in Alicante province two years ago, will hold several free sessions in various locations in collaboration with AITEX as a strategic partner with the province: 'How to Sell More by Creating Synergies Between Marketing and Sales' on September 12 at FERRI facilities on Avenida de la Paz 35 in Villena; September 19 at COEVAL facilities on Avenida del Textil 22 in Ontinyent; as well as 'Neurosales: How to Program Our Clients' Brains' on September 24 at AIJU facilities on Avenida de la Industria 23 in Ibi.