{"version":1,"type":"rich","provider_name":"Libsyn","provider_url":"https:\/\/www.libsyn.com","height":90,"width":600,"title":"Coffee with Samso - A Beginners Guide to Understanding AI - Being Intimate with Artificial Intelligence - Eric Starling | Principal Innovation Advisor, AWS","description":" Coffee with Samso Episode 206 is about how we understand and interact with AI. We all know what Artificial Intelligence is about but do we really know ? Are we just taking it for granted what we actually know and is it sufficient to just take what people say about about what AI will do for or to us in the coming years. After a short break to launch Samso News \u2014 our new platform blending ASX announcements with the signature Samso blog style \u2014 we\u2019re diving headfirst into the evolving world of artificial intelligence. In this deeply engaging episode of Coffee with Samso, we are focusing today squarely on one of the most transformative forces of our time: Artificial Intelligence (AI). Joining us is Eric Starling, Principal Innovation Advisor at Amazon Web Services (AWS), who brings over two decades of experience in software design, innovation strategy, AI integration, and digital transformation. Eric is not just a technologist \u2014 he\u2019s a builder, a thinker, and a translator between code and real-world outcomes. We sat down at the UWA Club on the grounds of the University of Western Australia for an honest, wide-ranging conversation that demystifies what AI is, how it works, and where it's taking us. Key Topics Covered in the Coffee with Samso on Artificial Intelligence. What AI Is \u2014 and What It Is Not Eric explains how AI systems like ChatGPT and Claude don\u2019t \u201cthink\u201d in the way humans do. Instead, they learn from massive datasets, building probabilistic models to predict likely responses based on prior inputs. The concept of \u201cautocorrect on steroids\u201d is used to illustrate how large language models (LLMs) operate. Language Models and Why English Is the New \u201cCode\u201d in Artificial Intelligence For non-technical users, the rise of LLMs represents a paradigm shift. No longer do you need to speak in code \u2014 natural language itself has become the interface. This accessibility is redefining who gets to build, create, and automate. The Role of Data \u2014 Why AI Wouldn't Exist Without the Internet Eric underscores the fundamental role that the internet and cloud computing play in powering AI. From the petabytes of storage to globally linked data centres, AI's performance relies on a vast, interconnected ecosystem. AI Doesn\u2019t Reason \u2014 It Repeats Patterns A powerful analogy compares image recognition AI to showing a model 10,000 pictures of a cat. The model \u201clearns\u201d by exposure, not by understanding. This highlights the difference between learning and cognition, a distinction too often blurred in public discourse. Agentic AI and Industry Transformation We delve into agentic AI, which moves beyond chat interfaces into tools that can take actions, manage files, automate workflows, and simulate decision-making processes. This development is fueling a wave of innovation across industries \u2014 from grant writing to robotic inspection. AI in China vs. the West \u2014 A Tale of Two Approaches We explore how AI implementation differs starkly between China and Western nations. In the West, commercial viability and public acceptance are major hurdles. In contrast, China\u2019s top-down model has allowed faster implementation \u2014 raising important questions about innovation, ethics, and regulation. Deepfakes, Data Ownership & Ethical AI Eric raises critical concerns about data control and digital identity. What happens when small AI companies are acquired or go bust? Where does your data go \u2014 your voice, your image, your interactions? The episode serves as a cautionary tale about uploading personal content without considering long-term implications. AI\u2019s Creative Disruption in Entertainment One of the most thought-provoking segments explores how AI may not replace actors or creatives, but could radically expand who gets to produce high-quality content. Eric envisions a world where indie creators and hobbyists wield studio-level capabilities \u2014 disrupting traditional media from the ground up. What the Future Holds \u2014 AI in 5, 10, 15 Years Eric offers predictions on how AI will evolve: A world filled with interchangeable micro-agents Lower barriers to business innovation Tools that assist \u2014 not replace \u2014 human creativity A higher value placed on intention and authenticity in content creation Misunderstandings and Missed Conversations Eric notes that cognition remains the most misunderstood concept of AI. The tools may sound smart, but they don\u2019t \u201cknow\u201d anything. He also warns of the underappreciated risk of data misuse when using third-party AI services without considering data ownership. Samso Concluding Comments - The Coffee with Samso Discussion: This episode with Eric Starling is a reminder that Artificial Intelligence is not just a buzzword \u2014 it\u2019s a structural shift. One that is already changing how businesses operate, how services are delivered, and how value is created. For ASX investors, the real takeaway here is this: AI is no longer confined to Silicon Valley or tech unicorns. It\u2019s becoming embedded in sectors across the board \u2014 from mining and energy to biotech, financial services, and logistics. Companies that can leverage AI meaningfully \u2014 not just sprinkle it into their marketing decks \u2014 are likely to unlock productivity gains, margin expansion, and operational efficiencies that markets may not yet be fully pricing in. Over the last few months, I have learnt and as Eric clearly articulates, not all AI is created equal. The true edge comes from owning your data, understanding the limitations of generative tools, and building AI agents that solve specific problems with clear intent. This is where discerning investors should pay attention: Is the company investing in capability, or just riding the narrative? We're also entering a period where content creation, compliance, customer service, and internal processes ar.e being quietly transformed \u2014 especially in capital-light industries. In our view, the most investable opportunities on the ASX may come not from \u201cAI companies,\u201d but from traditional businesses that are applying AI in transformative ways. This conversation reinforces our belief that investors need to go deeper than headlines. Understanding where a company sits in the AI landscape \u2014 builder, adopter, or observer \u2014 could offer meaningful insight into future performance and resilience The chapters below will help you navigate the Coffee with Samso and l hope you will all get some value from Eric. Chapters: 00:00  Start 00:09  Introduction 02:50  Who is Eric Starling ? 03:36  What is AI and What is Not AI ? 05:44  AI language is now called English 07:55  AI is all about What is the \u201cInternet\u201d. 09:26  AI is about Learning and not Thinking. 13:07  AI needs data to \u201cThink\u201d. 14:40  Where does AI get its source of data? 17:18  Where are we at in terms of the AI Revolution? 20:30  What is the most Misunderstood of AI? 23:55  The Reasoning learning process of AI still needs existing data. 26:18  The least obvious profession that AI will replace. 31:32  Could use of AI decrease the quality of content we accept? 35:55  The China vs. The West approach to AI implementation of AI. 40:15  What does Eric worry about AI? 43:08  What could we see with AI in 5, 10, 15 years time? 46:53  What are people not considering about AI? 49:34  The reality and danger of deep fake. 51:47  The changing face of AI means we have to be educational about AI 54:13  Last woods on Ai from Eric 56:15  Conclusion PODCAST The Samso Way \u2013 Seek the Research Here at Samso, we pride ourselves on delivering content for investors that is independent and informed by over three decades of experience in the industry. We are always asking the question that may sound simple and irrelevant, but these are typically the ones that make sense to you, the one seeking the knowledge. Our mission is simple: cut through the noise and spotlight what matters\u2014genuine stories, grounded insights, and real opportunity. Our content is well-researched and is only created if the team sees a merit in discussing the company or concept. Investors can explore our three core platforms: Coffee with Samso Samso News Samso Insights There may be numerous paths to success in investing, but the common thread among successful individuals is that they remain committed to making informed decisions. Equip yourself with the right knowledge and tools, and you will be well on your way to achieving your financial goals. Most importantly, investors need to be absolutely diligent in understanding their own risk-reward tolerance and capabilities. Never bite off more than you can chew. As they say, Rome wasn\u2019t built in a day, and the Great Wall stood because it took centuries to complete. The Samso Philosophy: Stay curious. Stay sharp. And remember\u2014digging deeper always uncovers the real value. In Life, there is no such thing as a Free Lunch. Happy Investing, and the only four-letter word you need to know is DYOR. To support our independent nature of our work, please head over to our Support Page and give us a helping hand in any of the ways listed. This is a new initiate for the Samso Platform, and it was always the concept of Samso when we started this journey in 2018. ","author_name":"Coffee with Samso","author_url":"http:\/\/samso.libsyn.com\/www.samso.com.au","html":"