On his Substack, William M Briggs introduces us to a new coat of paint and fresh marketing polish to encourage us to feel so much more comfortable with clankers:
Cracker Barrel infamously tried changing their homey friendly warm and folksy logo to a stripped down dull almost monotone cool version. To remain “current”. They also, reports say, redid the insides of restaurants to emulate modern real estate Soviet-inspired ideas of stripping all detail and turning everything monotonous shades of suicide-inducing gray. They thought this would increase business.
Scientists, grown weary with their dull old ways, and wanting to stay hip — do they still say hip? — decided to redesign their logo, too, as it were. Only they didn’t make the same mistake Crack Barrel did. Instead of hiring some ridiculously over-priced longhoused consulting firm, they asked computer scientists to do the redesign.
Brilliant!
Computer scientists are the firm that brought us neural nets, machine learning, genetic algorithms, and, yes, artificial intelligence, which they cleverly capitalized as “AI”. What’s fantastic is all these evocative names represent the same thing! Models (basically non-linear regressions with some hard coded rules thrown in).
Used to be computer guys would trot out a new name only after they sensed the old one had lost its shine. But “AI” has not. The bubble daily swells. It still tickles imaginations. Which means computer guys hit upon a real innovation: they invented a new name while the current one still shines.
Digital Twin.
What is a Digital Twin? It is, like every new name invented by computer scientists, a model. Only now AI “creates” or “builds” the model. In other words, a Digital Twin is a model of a model.
Where might we find Digital Twins? Here’s some happy-talk hype examples.
Outperform your competition with a comprehensive Digital Twin
Leverage the comprehensive Digital Twin to design, simulate, and optimize products, machines, production, and entire plants in the digital world before taking action in the real world. This helps manufacturers to tackle industry’s biggest challenges: mastering complexity, speeding up processes, and improving sustainability overall.
IBM:
What is a digital twin?
A digital twin is a virtual representation of a physical object or system that uses real-time data to accurately reflect its real-world counterpart’s behavior, performance and conditions.
What is digital-twin technology?
A digital twin is a digital replica of a physical object, person, system, or process, contextualized in a digital version of its environment. Digital twins can help many kinds of organizations simulate real situations and their outcomes, ultimately allowing them to make better decisions.
In other words, models. But how tediously banal is models? Try and sell a model. IBM: “Let us build a model of your system, which might provide useful predictions.” Doesn’t sing. Doesn’t entice. Doesn’t scream premium price. Try this instead: “Be the first to adopt our AI-designed Digital Twin which gives AI insights.” Now you can charge real money.
Digital Twin reeks of excitement. So much so, you just know academics will be getting in on it.
