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Avalon’s new CEO leads firm with fast-growing cyber division
SYRACUSE, N.Y. — After joining the business a few years ago as COO, Jon Bates is now leading Avalon as the firm’s CEO. The Syracuse–based company announced the promotion on May 22. JP Midgley, who previously was Avalon CEO, stepped down from the position in April and will now serve on Avalon’s board of directors […]
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SYRACUSE, N.Y. — After joining the business a few years ago as COO, Jon Bates is now leading Avalon as the firm’s CEO.
The Syracuse–based company announced the promotion on May 22.
JP Midgley, who previously was Avalon CEO, stepped down from the position in April and will now serve on Avalon’s board of directors and as the company’s corporate strategy director, per a May 22 news release.
First operating as a legal copy company, Avalon has evolved to offer tech services like digital forensics and eDiscovery, as well as niche document services nationwide, including scanning, secure print and mail, bid management, business-process outsourcing, and managed office services.
In more recent years, the company established Avalon Cyber to help businesses further by identifying and managing cyber risk through managed detection and response, vulnerability assessments, penetration testing, and incident response.
In his new role, Bates will lead all aspects of Avalon’s operations, particularly focusing on the company’s overall goals, growth, profit, and return on investment. More specifically, Bates will work with Avalon’s board of directors and top executives to establish short-term and long-term objectives and provide regular reports on the status of Avalon’s operations to the board of directors and company staff.
“I am honored to begin this new chapter at Avalon and continue working with this incredible team toward delivering the highest-quality work-product for our clients, transforming the way they do business,” Bates contended. “From litigation support and eDiscovery services to our rapidly growing cybersecurity division, we’re here to provide critical business services that strengthen our clients’ capabilities and contribute to their success. We have exciting plans on the horizon and, together, we will achieve historic growth for our company and our clients.”
Bates first joined Avalon in 2020 as COO and developed and implemented business strategies and policies to help increase market share and generate a big return on investment.
Prior to Avalon, Bates served as VP at document management firm CloudDOCX IT, which is based in Rochester. He also previously served as eastern regional business-development manager at InStream, an office-workflow solutions and document-management technology company headquartered in Nashville, Tennessee.
Avalon says it has offices in Syracuse, Buffalo, and Rochester in New York, as well as locations in Cleveland, Ohio; Tampa, Florida; Omaha, Nebraska; Detroit, Michigan; and Phoenix, Arizona.

Zero trust, MDR add strength to cybersecurity efforts
ROME, N.Y. — This spring, the Cybersecurity and Infrastructure Security Agency (CISA) released recommendations regarding zero trust, an approach to cybersecurity that limits access to data, networks, and infrastructure to only what is minimally required. On top of that, the legitimacy of user access must be continuously verified. The approach is a tool businesses may
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ROME, N.Y. — This spring, the Cybersecurity and Infrastructure Security Agency (CISA) released recommendations regarding zero trust, an approach to cybersecurity that limits access to data, networks, and infrastructure to only what is minimally required. On top of that, the legitimacy of user access must be continuously verified.
The approach is a tool businesses may want to consider adding to their cybersecurity arsenal to further protect sensitive information, says Michael Polce, CEO of M.A. Polce in Rome.
“Zero trust has got a lot of steam right now,” he says, adding that it puts more checks and balances into a security system. Those checkpoints create more opportunity to stop “bad actors” from accessing the system, Polce notes.
While it may seem burdensome to have to authenticate user presence each time a new area is accessed, “zero trust is trying to make security easier, if it’s done correctly,” M.A. Polce’s chief architect Nick Polce says.
Under the Zero Trust Maturity Model version 2 released by CISA, zero trust (ZT) is not a new idea, but recent more advanced and persistent cyberattacks have renewed interest in implementing ZT architectures.
“Under ZT, access to an information resource (data, applications, and services) is allowed for a specified period of time with the least possible privileges,” the model reads. “Authorization decisions are made through continuous evaluation of the user privilege and the device health as well as other contextual information. Resources and infrastructure are monitored actively to assess the current state of security for continuous diagnostics and mitigation.”
“While applicable to federal civilian agencies, all organizations will find this model beneficial to review and use to implement their own architecture,” CISA Technical Director for Cybersecurity Chris Butera said in a press release announcing the model.
Another cybersecurity element, one that pairs well with zero trust, is managed detection and response (MDR), Nick Polce says.
Most computer users are familiar with endpoint detection response (EDR), mainly in the form of anti-virus programs, he says. Those systems operate at the end-user level on individual machines.
MDR differs in that it operates on a global level across the entire system — generally in the background where users don’t even notice it — and it provides around-the-clock monitoring for security breaches paired with nearly instantaneous response to those breaches, he says.
Without giving the name, Polce said there was a recent case with a local business that operates four locations and has about 300 endpoints across its network. “It’s a topnotch environment, configured well,” he notes.
But it still was the target of a cyberattack where bad actors identified an access point into the network, where they then added an administrator account. “Within that same minute, an actual analyst began to triage the event,” Polce says.
Within two minutes, the situation was escalated to a senior-level analyst and in about eight total minutes, the attack was shut down. Impact was limited to just two machines, which were isolated from the network.
“We had them complete remediated within two hours,” Polce says.
Ultimately, he says, cybersecurity must be a layered approach with both zero trust and MDR something businesses should consider adding to their layers.

Comptroller: State needs to better protect water supply against cyberattacks
ALBANY, N.Y. — New York’s Department of Health (DOH) and Division of Homeland Security and Emergency Services (DHSES) can do more to protect the state’s water systems from cyberattacks, terrorism, and the threats posed by natural disasters like storms. That’s according to an audit that New York State Comptroller Thomas DiNapoli released June 27. “New
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ALBANY, N.Y. — New York’s Department of Health (DOH) and Division of Homeland Security and Emergency Services (DHSES) can do more to protect the state’s water systems from cyberattacks, terrorism, and the threats posed by natural disasters like storms.
That’s according to an audit that New York State Comptroller Thomas DiNapoli released June 27.
“New York has thousands of water systems supplying drinking water but, as we’ve seen in other states, this critical infrastructure is increasingly targeted by cyber and other attacks,” DiNapoli said. “The state should do more to ensure public-water systems are protected from threats with security assessments and emergency plans that are accurate and up to date.”
New York state has nearly 9,000 public-water systems, including more than 2,800 community water systems. DOH is responsible for ensuring that New York’s water supply is suitable to drink and assisting local water systems with their security and emergency preparedness, DiNapoli’s office said.
Background
As of December 2022, 318 of New York’s largest water systems were required to submit a water supply emergency plan to DOH for review at least once every five years. The plans include an emergency-response plan (ERP) and a vulnerability assessment (VA).
The VAs must identify potential vulnerabilities to natural disasters and must include a cybersecurity vulnerability assessment (CVA) that identifies vulnerabilities to terrorist attacks and cyberattacks, DiNapoli’s office said.
The comptroller’s audit examined whether the 317 community water systems outside New York City that are required to submit these plans had viable and up-to-date VAs and ERPs. It also examined whether DOH and DHSES are “effectively collaborating” in sharing information about risks identified by VAs.
Attacks on water systems can cause “widespread illness and casualties, impacting public health and economic vitality,” DiNapoli’s office said.
In recent years, water systems around the country have been shown to be vulnerable to cyberattacks and physical attacks, including contamination with deadly agents and toxic chemicals. Gov. Kathy Hochul’s 2023 State of the State book noted that ransomware attacks rose 13 percent nationwide in 2021.
New York’s water systems have been targets for hackers. In 2013, for example, a water dam in Rye was targeted by foreign attackers who were able to infiltrate the dam’s internet connection. Threats in the state “continue to persist.” In 2022, DHSES responded to 57 cyber incidents involving local governments, DiNapoli’s office said.
The state comptroller’s audit found that most water systems had submitted plans, but a number of them were more than a decade old and some systems had never submitted a CVA.
The review of the 317 plans outside of New York City found 32 water systems (or 10 percent) had out-of-date ERPs, including 15 that were over a decade old; 33 water systems (or 10 percent) had out-of-date VAs, including 16 over a decade old; and 30 water systems (or 9 percent of those audited) did not have CVAs, which were first due 2018.
The audit found that DOH sends letters to water systems when their plans need revisions, but “it does little” to follow up or provide enforcement if systems don’t send revisions or are late submitting them.
DOH officials said that an out-of-date plan “does not necessarily mean” an updated version has not been submitted. In some cases, they said the plans only appear to be missing because the local health departments have them and just haven’t sent them to DOH. The audit concluded that this might account for some missing plans but doesn’t explain why some are more than a decade old.
The audit found “there should be more collaboration” between agencies.
Recommendations, responses
DiNapoli’s audit includes several recommendations to improve DOH and DHSES guidance and oversight of water-system operators’ emergency plans. It recommends that DOH develop and implement a method to monitor the timeliness of water systems’ plan submissions, follow up to ensure revisions and updates are made, and provide better guidance to local health departments.
It also recommends that DOH and DHSES strengthen follow-up efforts on recommendations from DHSES to water systems.
In its response, DOH said that it has created a formal policy to monitor plan submissions and escalate enforcement against water systems that miss deadlines, according to DiNapoli’s office. The department agreed that greater communication and participation of local health departments with DHSES site visits and calls would benefit monitoring of water systems.
DHSES also said that it has “no authority to compel” local water systems to follow up on its recommendations, DiNapoli’s office noted. It also noted that it has invited local health departments to participate in site visits and calls regarding its recommendations to water systems.

Digital literacy summer program for students includes cybersecurity
SYRACUSE, N.Y. — AT&T (NYSE: T), Syracuse University, Tech4kidz and the Syracuse Academy of Science Charter School plan to host a free digital literacy and education summer program. The AT&T ‘Cuse Youth Digital Ambassador program seeks to address equity issues in technology education and careers, “while supporting local students impacted by the digital divide by
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SYRACUSE, N.Y. — AT&T (NYSE: T), Syracuse University, Tech4kidz and the Syracuse Academy of Science Charter School plan to host a free digital literacy and education summer program.
The AT&T ‘Cuse Youth Digital Ambassador program seeks to address equity issues in technology education and careers, “while supporting local students impacted by the digital divide by providing critical skills to help prevent a summer slide in technology,” according to an AT&T news release.
Students will learn about digital-literacy skills that include cybersecurity, robotics building, social-media uses, computer-coding basics, keyboarding skills, AI (artificial intelligence) and associated ethics issues, and finding factual news. The students will also learn how to use technology for good and community building by “creating solutions and discovering creative uses to address issues impacting youth of the region, such as digital citizenship,” AT&T said.
The program is also designed to encourage more underserved and diverse students to enter the field of technology, an industry that has “long faced a pervasive diversity gap,” while providing students with digital-literacy skills and hands-on experience with emerging technology and training them to be community digital ambassadors to help others be safe and more proficient online.
The program will provide more than 45 underrepresented students from the Syracuse City School District, local nonprofit organizations, and city charter schools in grades 5-7 an opportunity to gain digital literacy and readiness skills through technology focused, “immersive experiences,” while encouraging them to explore tech focused educational and career paths, AT&T said.
The free program has been made possible by financial support and programming collaboration from AT&T as part of the company’s three-year, $2 billion nationwide commitment to help “bridge the digital divide and homework gap.” To eliminate economic barriers, the program is free, with lunch, snacks, and transportation provided.
The AT&T ‘Cuse Youth Digital Ambassador program is set for later this month at the Syracuse Academy of Science Charter School, located at 1001 Park Ave. in Syracuse. The local organization Tech4kidz and professors from Syracuse University’s School of Information Studies (iSchool) will host the program that is scheduled between July 31 and Aug 4 from 9 a.m.-3 p.m. each day.
To sign up a child for the free program, parents need to register them via the registration site at: https://tech4kidz.net/event-calendar/att-cuse-youth-digital-ambassador-program —or call (315) 400-0488 — by July 14.
Qualifying students will be accepted in order of registration. The program will notify all applicants regarding the acceptance shortly after they register and qualify.
The AT&T ‘Cuse Youth Digital Ambassador program will culminate Aug. 4 in a digital demo day where the students will present and showcase their final digital projects, which will feature student created technology in the digital world addressing digital-citizenship issues and how to be safe online.

New dean of Syracuse University’s iSchool has Upstate connections
SYRACUSE, N.Y. — He was educated in the Capital Region and previously worked at the Rochester Institute of Technology, and Andrew Sears will soon begin his time as dean of the Syracuse University School of Information Studies (iSchool). Sears’ appointment, which was approved by the executive committee of the Syracuse University board of trustees, begins
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SYRACUSE, N.Y. — He was educated in the Capital Region and previously worked at the Rochester Institute of Technology, and Andrew Sears will soon begin his time as dean of the Syracuse University School of Information Studies (iSchool).
Sears’ appointment, which was approved by the executive committee of the Syracuse University board of trustees, begins Aug. 1, per the school’s June 28 announcement.
He comes to Syracuse from Penn State University, where he has served as dean of the College of Information Sciences and Technology since 2015, Syracuse University said in a news release.
“Through his leadership and scholarship, Andrew has brought renown to Penn State and garnered the respect of faculty and staff in structuring the college to support academic programs, experiential learning, student engagement and faculty success,” Gretchen Ritter, vice chancellor, provost, and chief academic officer, said in the release. “He is joining a dynamic academic enterprise at the iSchool with the depth of experience necessary to continue to move it forward and adapt to an exciting and rapidly evolving information age.”
Ritter expressed gratitude to David Seaman, dean of Syracuse University Libraries and University librarian, for serving as iSchool interim dean after Rajiv (Raj) Dewan concluded his deanship last year.
At Penn State, Sears leads a college that was founded in 1999 and is composed of 150 faculty and staff, offers 24 degree and certificate programs, and has more than 2,100 resident students statewide and nearly 1,500 students taking courses online through Penn State World Campus.
“I believe higher education exists to transform the lives of our students and to make the world a better place for everyone. We transform the lives of our students and their families through the education and experiences we provide, and we make the world a better place through our research, scholarship and outreach,” Sears said in the release. “The iSchool at Syracuse has a long and proud history of innovation and impact, and its mission of expanding human capabilities by connecting people, information and technology has never been more important. I am excited to work with the faculty and staff of the iSchool to continue changing the world for the better.”
Sears’ own research projects have addressed issues associated with mobile computing, health-information technologies, speech recognition and assessing an individual’s cognitive status via normal daily interactions with information technologies.
His research has been supported by various tech companies, government agencies, and foundations, including IBM, Intel, Microsoft, Motorola, the National Science Foundation, the National Institute on Disability and Rehabilitation Research, the National Institute of Standards and Technology and the Verizon Foundation, Syracuse said.
Sears earned a bachelor’s degree in computer science from Rensselaer Polytechnic Institute in Troy and a Ph.D. in computer science with an emphasis on human-computer interaction from the University of Maryland. Prior to Penn State, he was professor and dean of the B. Thomas Golisano College of Computing and Information Sciences at Rochester Institute of Technology, Syracuse said.
VIEWPOINT: Check fraud is on the rise
Your bank offers safer ways to pay Recently, the U.S. Postal Service (USPS) issued a warning about check fraud and made an unusual request — it asked people to stop sending checks in the mail, and instead look to more secure ways of sending money. For the USPS — which has lost revenue as the
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Your bank offers safer ways to pay
Recently, the U.S. Postal Service (USPS) issued a warning about check fraud and made an unusual request — it asked people to stop sending checks in the mail, and instead look to more secure ways of sending money. For the USPS — which has lost revenue as the use of electronic communications has replaced sending items through the post — to recommend against using its services is eye-opening.
The recent increase in criminal activity targeting checks is broad. People and businesses have been victimized either by having their checks “washed,” which involves using chemicals to remove ink on a written check allowing the criminal to change the payee and amount, or by misuse of the routing information on a stolen check to initiate a fraudulent electronic transfer of funds.
Consumers may look to secure transfer options, such as Zelle. But if you’re a business customer, you’ll want transfer options that provide significant flexibility and meet the needs of your organization.
One of the most flexible options for organizations is using business cards. Using a business credit card will feel familiar to using their consumer counterparts, but they come with a range of options for additional flexibility and security depending on the needs of your organization.
A basic business credit card offers the same protections you typically find with a consumer credit card, such as zero liability and fraud protections. Using a business card has the added benefit of allowing for payments without divulging your business’s bank-account information, such as the routing and account numbers that are visible on a check. Plus, many banks include additional services to help your business with their cards, such as expense-reporting tools and cards for employees at no additional charge.
Commercial-card platforms offer even higher levels of payment controls. For example, there are virtual-pay options that allow a business to make payments that specify the receiving business, the exact payment amount, and even a date range. Any attempts to move funds outside of these established parameters will either be rejected or subject to additional scrutiny, providing a higher level of security.
Think of virtual pay in this way — after setting up the payment system, your bank will make a payment only if the recipient, the amount, and the date range that you established matches. That makes it a lot harder for a criminal to circumvent security.
You should talk to your financial institution about which type of business cards are right for your organization. Some of the more robust security features come with added controls and a higher cost, so it’s important to find the right solution for your company’s size and budget.
You may also already be using other payment forms in your business. Many employers use Automated Clearing House (ACH) for direct deposit of payroll funds. ACH provides transfers of money from one financial institution (such as your firm’s bank) to the clearing house, and from there the funds are deposited into a second financial institution (such as your employee’s checking account).
Wire transfers are similar in that they provide a method of transferring funds electronically. However, wire-transfer funds go directly from one financial institution to another financial institution. These two forms — ACH and wire transfers — are governed by different rules and frequently have different timelines.
Sometimes, using a physical check is unavoidable. If your business regularly has to write checks, talk to your bank about enrolling in Positive Pay. This service helps detect check fraud by matching up multiple elements: check numbers, the account used for payments, and historical payment amounts that have been authorized. A business enrolled in Positive Pay uploads an electronic file daily to its bank with a list of checks issued and the amounts. When a check is presented for payment, it’s compared to the list provided, and anything that doesn’t match exactly will end up on a list of exceptions. The business can then review these and determine whether to pay them.
Good cyberhygiene continues to be critical. Check your online accounts daily and quickly report anything that seems amiss. Update passwords frequently, and use appropriate controls including multifactor authentication whenever possible, especially to protect your banking accounts. Train any employees with access to sensitive information about “spear phishing,” a practice that tricks people into divulging account information by pretending to be someone your firm does business with looking for a missing payment.
And finally, take the advice of the USPS — if you need to mail a check, go into the post office rather than leaving it in a free-standing mailbox. Criminals are breaking into them using stolen “arrow keys,” a type of universal key mail carriers use to unlock mailboxes.
Criminals constantly change and adapt their tactics. This means we need to be ever-vigilant about how we address cybersecurity threats. Check fraud isn’t new, but with the prevalence of online payments, guarding the routing and account information of your business is more important than ever. Take steps now to protect your accounts, and consider using alternative, more secure forms of payment for your business.
Margaret Scopelianos is director of treasury management & government banking at NBT Bank. She is responsible for directing the NBT’s treasury management services, which provide payments and liquidity solutions to commercial entities across NBT Bank’s footprint. At the helm of NBT’s government banking business, she also leads a team of relationship bankers serving the financial needs of municipalities, public schools, agencies, and authorities.

Brown & Brown, Inc. (NYSE: BRO), the Florida–based insurance-brokerage parent of Syracuse–based Brown & Brown Empire State, recently announced it has appointed Barry Hensley as chief security officer (CSO) and Rob Burch as chief information security officer (CISO). “With the addition of a CSO role and the talents of Barry and Rob, Brown & Brown
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Brown & Brown, Inc. (NYSE: BRO), the Florida–based insurance-brokerage parent of Syracuse–based Brown & Brown Empire State, recently announced it has appointed Barry Hensley as chief security officer (CSO) and Rob Burch as chief information security officer (CISO).
“With the addition of a CSO role and the talents of Barry and Rob, Brown & Brown is investing in our business’s long-term success and future,” Gray Nester, the company’s chief information officer, said in a release. “Barry’s service in the armed forces and with a leading security firm, paired with Rob’s experience working for Fortune 500 companies, brings new depth to our team, enabling us to strengthen our security framework.”

Hensley has extensive experience in the security space, advising businesses across the globe on the cyber-threat activity landscape, providing recommendations to enhance security programs and controls and educating leadership about current cyber risks and best practices for measurably reducing organizational risk. He is also a specialist in attack-surface reduction, incident response and recovery, targeted-threat hunting, forensics/malware analysis, and threat-group analysis, per the release.
Before joining Brown & Brown, Hensley served as the chief threat intel officer and senior VP at Secureworks. He is also the former director of the Army’s Global Network Operations and Security Center. Throughout his 24-year Army career, Hensley served in various leadership positions at all levels within the communications and information-security career field.
Burch has a track record of developing and implementing comprehensive information-security programs for large and complex financial services and insurance organizations. He specializes in translating complex security and IT risks to enable business leaders to make informed decisions. He is also well-versed in cyber-incident response planning, testing, and breach management, according to Brown & Brown.
Prior to joining the company, Burch held the role of senior VP and chief information security officer at Fidelity National Financial, where he was responsible for the development and management of its global information-security programs composed of fintech and insurance subsidiaries.
Both Hensley and Burch will be based at Brown & Brown’s Beach Street Campus in Daytona Beach, Florida.
Brown & Brown, through its subsidiaries, offers a broad range of insurance products and related risk-management services. It has more than 15,000 employees and about 500 offices worldwide. The insurance-brokerage firm makes frequent acquisitions of insurance agencies a key part of its growth strategy.
Brown & Brown Empire State is headquartered at 500 Plum St. in Syracuse’s Franklin Square area. It also has an office in Vestal.

GrammaTech wins nearly $10M Navy contract modification for cyber technologies
ITHACA, N.Y. — GrammaTech Inc. was recently awarded an almost $9.85 million modification to a previously awarded contract from the U.S. Navy for the Matured, Enhanced Total Platform Cyber Protection (TPCP) technologies for Improved Security (METIS) effort. The purpose of the METIS initiative is to build a fleet of relevant tools and capabilities based on
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ITHACA, N.Y. — GrammaTech Inc. was recently awarded an almost $9.85 million modification to a previously awarded contract from the U.S. Navy for the Matured, Enhanced Total Platform Cyber Protection (TPCP) technologies for Improved Security (METIS) effort.
The purpose of the METIS initiative is to build a fleet of relevant tools and capabilities based on university performers’ initial proofs of concept that align with task areas in the TPCP broad agency announcement, according to a June 5 contract announcement from the U.S. Department of Defense.
Work will be performed in Ithaca and is expected to be completed by June 4, 2024. The contract modification will exercise Option 4, totaling $9,847,104. Fiscal 2023 research, development, test and evaluation (Navy) funds of $703,349 are obligated at time of award and will not expire at the end of the current fiscal year, per the announcement. The Office of Naval Research in Arlington, Virginia is the contracting activity.
GrammaTech says it is a provider of application security testing products and software research services used by security conscious organizations to detect, measure, analyze, and resolve vulnerabilities for software they develop or use. The company is also a cybersecurity and artificial-intelligence research partner for the nation’s civil, defense, and intelligence agencies.
GrammaTech’s research and development center is in Ithaca and its corporate headquarters is in Bethesda, Maryland.
VIEWPOINT: AI and 3 Predictions on its Emerging Role in Marketing
“I’m sorry, Dave. I’m afraid I can’t do that.” — HAL It was 55 years ago that Arthur C. Clarke and Stanley Kubrick explored the thrilling and terrifying dance between man and machine in their sci-fi masterpiece “2001: A Space Odyssey.” As the brain of the spaceship in the novel and movie, HAL is an
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“I’m sorry, Dave. I’m afraid I can’t do that.” — HAL
It was 55 years ago that Arthur C. Clarke and Stanley Kubrick explored the thrilling and terrifying dance between man and machine in their sci-fi masterpiece “2001: A Space Odyssey.” As the brain of the spaceship in the novel and movie, HAL is an onboard robot that uses information systems to become human-like. An acronym standing for Heuristically programmed ALgorithmic computer, “Heuristic” and “Algorithmic” are two primary processes of human intelligence. Dave is the main character, the mission commander, who finds himself locked outside the spacecraft, asking HAL to open the pod bay doors and let him back in. HAL says no, the mission is too important to allow humans to jeopardize it. Clarke and Kubrick were prescient men.
Today, society stands at the threshold of — depending on how one looks at it — a revolutionary new age of content generation or a potentially HAL-ish moment in history: the dawn of easily accessed generative artificial intelligence (AI). In 2001: A Space Odyssey, when HAL becomes sentient and chooses to lock Dave out of the spaceship, we see a prediction of what could happen if AI-powered machines were to break bad. Even the CEO of OpenAI has testified before Congress that he believes AI needs to be overseen and regulated to mitigate its risks and thwart the ill-intentioned.
Without delving further into the details of its origin or the debate about the socioeconomic impacts, ethics and morality of AI, let’s look at the power this technology holds for the business of marketing communications.
First and foremost, it is our belief that generative AI programs, such as ChatGPT and DALL-E, are useful and beneficial tools, much as pen and paper, typewriter, computer, tablet, and smartphone have proven their worth in the communicator’s toolbox. Have the tools of the marketing trade become smarter and more powerful over time? Without a doubt. The phones in our pockets are exponentially smarter, faster and better tools than the first desktop Macs were in 1984. But the smartphone is still only a tool. In the hands of the right person, AI is another breathtakingly powerful creative tool. It is also out-of-this-world smart.
Released in 2022 by OpenAI, ChatGPT is a free AI-powered chatbot. ChatGPT answers questions typed in by the user. It responds in lightning-fast fashion, with eerily, almost unerringly human-like responses. It can develop simple or complex concepts and write about them, not only with the intelligence gleaned from thousands of years of reading and learning but often as if it possesses human feelings or emotional intelligence as well. If you haven’t tried ChatGPT yet, it’s at your fingertips: openai.com/blog/chatgpt
So, what is the emerging role of AI in marketing? We have three predictions:
1. Marketing strategists, writers and designers will use AI to jump-start creative ideas and content generation. An AI query can quickly, in seconds, identify what has been done before, maybe too many times, as it identifies patterns in strategy and content (both words and images). Because most AI creates from what already exists, we believe there will still be a need for original ideas created by humans. “HAL” may disagree. Only time will tell.
2. AI’s real power comes in asking it the right questions. Creative, effective marketers will become experts in honing the most pointed question or prompt to ask AI in order to achieve accurate, usable results. Sure, AI can deliver the answers from the database of all recorded human thinking, but if we are asking the wrong question, the results are only as good as the question asked.
3. Marketers will use AI to “get out of their own heads” and move to the universal with AI’s help in seeing those patterns. Great branding and advertising move us emotionally. We are all stirred by the same universal concepts, which show up in patterns across history. AI’s genius is in identifying those patterns.
Bottom Line: Don’t leave the spaceship. The ride is about to get interesting.
Steve Johnson is managing partner of Riger Marketing Communications in Binghamton. Contact him at sdjohnson@riger.com. Ann Rose is Riger’s art director. Contact her at arose@riger.com.
OPINION: New York’s Radical Climate Agenda is Getting Out of Hand
There does not seem to be any limit to how far New York State’s left wing will go in the name of climate-change extremism. Since the Climate Leadership and Community Protection Act (CLCPA) was passed in 2019, Albany Democrats have been racing to completely overhaul the state’s energy grid with little consideration given to the
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There does not seem to be any limit to how far New York State’s left wing will go in the name of climate-change extremism. Since the Climate Leadership and Community Protection Act (CLCPA) was passed in 2019, Albany Democrats have been racing to completely overhaul the state’s energy grid with little consideration given to the real-world impacts on New Yorkers.
In a “shoot-ready-aim” approach to environmental policy, they have placed enormous restrictions on how families will be able to heat their homes, banned the use of gas stoves and appliances in new construction, and now the New York City Department of Environmental Protection has proposed banning coal-and-wood-fired ovens used in some of the city’s most successful restaurants — most notably their historic pizza parlors.
The entire impetus for this rushed and radical climate agenda is to reduce carbon emissions — a noble goal — however, it ignores the reality that New York is only responsible for 3 percent of emissions here in the U.S. and 0.4 percent of emissions globally. Considering one city official cited by the New York Post article covering the plan estimates the most recent oven ban would impact fewer than 100 restaurants, we are talking about fractions of fractions of emissions. The costs to these businesses, which will be forced to completely reinvent their business model and install and maintain expensive new equipment, will be far more significant.
What Democrats are doing to New York’s power grid amounts to tearing down a bridge before a new one is built. It makes sense to diversify our energy portfolio and bring renewable sources online over time. But unilaterally eliminating traditional, reliable, and proven energy sources is a dangerous and costly decision.
Not surprisingly, the issue of “cost” is becoming more of a concern as renewable projects start to advance. It is being reported that a trade group representing renewable-energy developers and the builders of a clean-energy transmission line have asked for more money from state grants to complete their work. Citing the rising costs associated with inflation, the Alliance for Clean Energy NY says that a number of “green” projects will not be completed without more up-front money from the state. Anyone who has seen their utility bill rise in the past year knows it’s the consumer who ends up paying the bill when energy projects get more expensive.
New York’s power grid calls for a diverse portfolio that guarantees reliable, affordable energy. The path we are on now does not do that, and policies like the one proposed in New York City do much more harm than good. Elected officials have a responsibility to develop solutions to ensure a healthy environment and a robust economy. Those two considerations are not mutually exclusive, despite what the New York progressives would have you believe. A proposed ban on coal-and-wood-fired stoves is nothing more than a misguided gimmick that has no place in our state.
William (Will) A. Barclay, 54, Republican, is the New York Assembly minority leader and represents the 120th New York Assembly District, which encompasses all of Oswego County, as well as parts of Jefferson and Cayuga counties.
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