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As intelligent systems increasingly process, predict, and automate, a new question is emerging: what will become of the distinctly human capacity to think, adapt, and create meaning? At PMI, we are exploring the human capabilities that could define success in a world of human-machine collaboration, and why they may become one of the most valuable assets for individuals, organizations, and society.

 

What does PMI mean by human cognition?

What does PMI mean by human cognition?

Human cognition is the distinctly human capacity to think, learn, adapt, create meaning, exercise judgment, and navigate complexity. These capabilities shape how we solve problems, make decisions, and respond to change.

Why does human cognition matter now?

Why does human cognition matter now?

As AI takes on more routine cognitive tasks, uniquely human capabilities such as creativity, critical thinking, contextual judgment, adaptability, and social intelligence may become increasingly valuable.

Why is PMI inviting a discussion about human cognition?

Why is PMI inviting a discussion about human cognition?

Reinventing PMI for a smoke-free future required people across our organization to rethink long-held assumptions, build new capabilities, and adapt to entirely new ways of working. It has also required us to better understand how adult consumers navigate change, weigh up choices, and decide to do something different. That experience left us with a deep interest in how people learn, change, and thrive during periods of disruption.

Human cognition: The next frontier?

Even though conversations around AI are often dominated by talk of its processing abilities, it cannot replicate human experience, empathy, or ethical reasoning. 

The key decisions that shape organizations, communities, and society will depend on humans who can interpret context, challenge assumptions, and set innovation alight with the spark of genius that can only come from people.

Curious about why creativity, critical thinking, and curiosity are taking center stage as AI continues to evolve?

 

Videos

Find out how PMI's leaders participate in the public discourse on human congition.

 

0:47

Futureproofing business for the human-AI collaboration Era

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Philippa Leighton-Jones, Senior Vice President, The Trust, WSJ Barrons, speaks:

Vivienne, I think a lot of this conversation has revolved in the past around AI will replace some of the lower skill work. We often think of like there's low skill work, there's high skill work, but you have a different framing.

Can you talk us through that and explain what it means in the context of these workplaces we're talking about? 

Vivienne Ming, Founder and Executive Chair, Socos Labs, speaks:

When we look at what's interesting, AI doesn't care whether it's high skill or low skill. I'm saying it doesn't care what the skill is. And it becomes an economic question. Where's the sweet spot where the cost of the labor is a bottleneck to being able to do something bigger? What's really interesting from our experiments and beyond is a totally different dimension. Is this a well-posed problem?

Well-posed problems are the domains of AIs. They're not always perfect. They can hallucinate. But you can ask it anything, anytime, and it can give you a great answer. Humans are terrible at ill-posed problems. We are terrible with uncertainty and exploring the unknown. We are the only game in town, period.

And where we see those teams, I'm going to call it hybrid intelligence, humans and machines working together, that 5% to 10% that really do something amazing. The dynamic that you see isn't that the AI does the boring stuff and the human does the fun stuff, or the AI does this and that. It's the cyborgs. We can't even tell which of them made the decision. It's totally intertwined. Essentially, the AI is handling the well-posed stuff.

The AI pulls in all the historic trends. It pulls in all the quantitative details. And the human goes out and explores the long tails and asks the questions.

Philippa Leighton-Jones speaks:

The role that private enterprise has in driving R&D in the future and how so often private enterprise has a lot that they can teach government in driving innovation, that requires the kind of originality, the kind of critical thinking that we're hearing about on this panel. How do you preserve that in the future so that you can continue to drive innovation and R&D? 

Jecek Olczak, Group CEO, Philip Morris International, speaks:

Well, this is a really great question because it's so bridged to the education.

But, you know, in the past, education was about give me the, you know, graduates of a good reservoir of knowledge.

And I said, knowledge, you can find it. I want you to have a good technology of thinking. I want you to be a critical thinker. And you mentioned humility, right? There's still this human aspect into this whole thing.

And I don't think there are regulations which actually can drive you to this. And we can regulate the thing from security, safety, et cetera. I mean, on that sort of a perspective, OK, now we complicated the things, I think geopolitics into this whole thing and so on.

But the reality is I need the best performing, sorry, I need the humans with the best performing brains and the brains still on the emotional side and the brains still on the rational side. 

Philippa Leighton-Jones speaks:

Well, let's stay on the education piece because it seems a very fundamental conversation to have. Raj, EY is one of the biggest graduate employees, employers.

You talked about the accounting. You know, we heard in Qatar last month, Tech Live, you know, those kind of like junior analyst jobs, they're gone. Like, it's lawyers, analysts, accountants.

You obviously have a different view. How would you advise a 17, 18 year old thinking about their future career now as they think about this workplace that's probably seeming quite difficult to navigate? 

Raj Sharma, Global Managing Partner, EY, speaks:

I have a thousand technologists or a hundred thousand technologists, sorry, that work for EY.

Back in the day, we used to look at LinkedIn. You have these skills, interview higher. Now I actually look for a different type. How have you used AI to do your work? In engineering, it's OK that you're using AI to generate code. I actually want to see your critical thinking on how you solve the problem. Because irrespective of what this tech company is saying, so even in simple things like programming, what part of the programming chain will I give to an agent? Who determines that? A human has to determine that.

I used to manage five developers before. Now I have to manage two developers and five agents. I still have to aggregate the work to be able to do that. My management skills are very different. I used to train under a manager, used to manage people. I learned from it. Now I'm training you completely differently to be able to do the work that augments your potential at a completely different level.

 

At the WSJ Journal House in Davos, Switzerland, Group CEO PMI Jacek Olczak discusses with other industry leaders how hybrid intelligence will change the way we work. (Custom content from WSJ)

 

02:04

Cognition: The new currency—why human judgment matters more than ever.

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Moira Gilchrist, Chief Global Communications Officer, PMI, speaks:

I started to think about AI and what was going to happen to society, to my company, to employees, and realized actually what makes us uniquely human is going to be the thing that is the most important going forward. 

Sam Jordan, Advanced Technology and Computing Head, Future Today Strategy Group, speaks:

If the cost of intelligence is cheap, anyone can use it. I think that there's going to be a real distinction between the people that use it to fuel their agency and curiosity and the folks that maybe just use it like a Google search.

So selection, conviction, agency, I think those are areas that are going to compound. 

Rita McGrath, Professor of Management, Columbia Business School, speaks:

We're seeing the cost of something that used to be really expensive drop to virtually zero. You have the potential for disruption when two conditions apply. Something that used to be really hard becomes really easy and broadly accessible, and something that used to be expensive becomes inexpensive and accessible.

Yes, I think it's an inflection point. I think actually we're kind of on the cusp of being past the digital one, and we're right at this turning point where there are a lot of decisions we make today that will have big long-run implications for the future.

So back to this, you're making what's difficult easy, and you're making what's expensive cheaper, and that opens up all kinds of possibilities that we can't even imagine right now today. 

Moira Gilchrist, Chief Global Communications Officer, PMI, speaks:

You have to think twice and think carefully, and I think that's a great place to start.

It becomes man or woman and machine together, and I think that can be a very powerful mix. I firmly believe that these unique human skills are going to be the things that make or break people, that make or break companies, that make or break societies.

So things like creativity, analytical thinking, intuition, judgment, innovation, those are very difficult to replicate with a machine. Not impossible, but very, very difficult. So I feel incredibly hopeful that those unique human characteristics are going to be more sought after, not less, now that knowledge is essentially democratised.

 

At WSJ’s Future of Everything, PMI’s Chief Global Communications Officer Moira Gilchrist participates in a panel discussion on the importance of the irreplaceable human skills in the age of AI. (Custom content from WSJ)

 

00:$&

Why human judgement and empathy matter in the age of AI

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Moira Gilchrist, Chief Global Communications Officer, PMI, says:

I love humans because

I think we are way more important today

than ever in the era of AI.

Human connection, human judgment,

human empathy, human creativity,

those are the things that will take us

through to the next millennium, I think.

Barbara Peng, Chief Executive Officer, Business Officer, says:

Connection and closeness actually

become more important in this age of AI.

I think it's so critical to know which is applied

when, in which environments, in which ways,

because we need both in order

to be effective and impactful.

But I think you said it better.

I love humans, too.

Philip Morris International logo appears on screen.

Words reading A Global Smoke-free Champion.

 

Moira Gilchrist reflects with Barbara Peng, former CEO of Business Insider,  on human instinct, leadership responsibility, and the role of cognition in an age of acceleration.

 

Explore more insights

 

The human edge in the age of AI: A Q&A with Dr. Moira Gilchrist

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Protecting human skills is vital as AI advances into the workplace, WSJ survey finds

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PMI encourages global dialogue on the future of human cognition in the age of AI

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Philip Morris International and WSJ survey finds human intuition is irreplicable in the age of AI

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