Friends, work colleagues, spouses and neighbours - we are all part of social networks. We are connected in an almost undecipherable network by countless people in our immediate and remote environments. Nicholas Christakis' interdisciplinary research reveals how these social networks influence us. They can promote healthy or unhealthy behavioural habits, influence our emotions or circulate innovative ideas. That's because of the interaction going on within the network, such as the exchange of information or interpersonal feelings, but also of money or political views. At the 75th International Retail Summit, Nicholas Christakis will share insights into his research and highlight how social networks influence purchasing decisions and what happens when artificial intelligence is added to the mix.
More than the sum of its parts
Christakis uses carbon as a metaphor to illustrate the importance of the type of connections within a network. This chemical element exists in various forms including that of a diamond or graphite. Unlike the gemstone, which is extremely hard and transparent, graphite is relatively soft and black. The material's properties vary greatly depending on the arrangement of the carbon atoms. Christakis uses this comparison to show that a social network's attributes depend more on the way in which the individuals are connected to one another than the characteristics of the individuals themselves: "The type of interpersonal relationships makes the whole greater than the sum of its parts."
What makes us sociable
Christakis believes people possess key skills that are required for a society to function properly. They include the ability to show love, develop friendships and cooperate. This 'social suite' is genetically determined and has evolved over hundreds of thousands of years. Regardless of whether a society is urban or rural or its level of technological development, these attributes are incredibly consistent worldwide.
AI and human interaction
In a series of experiments, Christakis is exploring how interpersonal relationships and interaction change in the presence of artificial intelligence. He and his team used rather basic AI agents for this purpose. Various studies have indicated that AI agents can improve the quality of human interaction. In some cases, AI acted as a kind of catalyst to help people resolve problems more quickly and efficiently. However, other studies have shown that cooperation declined dramatically when AI agents were present. "The fact that AI might meaningfully reduce our ability to work together is extremely concerning.", says Christakis. He nevertheless believes human groups are more likely to benefit from AI.
At the 75th International Retail Summit being held on 10 and 11 September at the Gottlieb Duttweiler Institute, Nicholas Christakis will explore social networks and how this environment influences our behaviour and decision-making. Register to listen to Nicholas Christakis and other internationally distinguished speakers at the GDI and take the opportunity to enhance your own network. After all, just like for diamonds, it's not just who is connected, but how.