Dan's Biz Bookshelf: 'Move Your Bus'
Driving Innovation: Direct Imaging vs. Conventional Exposure
It’s Only Common Sense: Selling to Today's Generation of Buyers
Will Computers Ever Truly Understand What We’re Saying?
January 12, 2016 | Lawrence Berkeley National LaboratoryEstimated reading time: 5 minutes
Robots and computers, on the other hand, converse based on a statistical analysis of a word’s meaning, Stolk said. If you usually use the word “bank” to mean a place to cash a check, then that will be the assumed meaning in a conversation, even when the conversation is about fishing.
“Apple’s Siri focuses on statistical regularities, but communication is not about statistical regularities,” he said. “Statistical regularities may get you far, but it is not how the brain does it. In order for computers to communicate with us, they would need a cognitive architecture that continuously captures and updates the conceptual space shared with their communication partner during a conversation.”
Hypothetically, such a dynamic conceptual framework would allow computers to resolve the intrinsically ambiguous communication signals produced by a real person, including drawing upon information stored years earlier.
Stolk’s studies have pinpointed other brain areas critical to mutual understanding. In a 2014 study, he used brain stimulation to disrupt a rear portion of the temporal lobe and found that it is important for integrating incoming signals with knowledge from previous interactions. A later study found that in patients with damage to the frontal lobe (the ventromedial prefrontal cortex), decisions to communicate are no longer fine-tuned to stored knowledge about an addressee. Both studies could explain why such patients appear socially awkward in everyday social interactions.
Stolk plans future studies with Knight using fine-tuned brain mapping on the actual surfaces of the brains of volunteers, so-called electrocorticography.
Stolk said he wrote the new paper in hopes of moving the study of communication to a new level with a focus on conceptual alignment.
“Most cognitive neuroscientists focus on the signals themselves, on the words, gestures and their statistical relationships, ignoring the underlying conceptual ability that we use during communication and the flexibility of everyday life,” he said. “Language is very helpful, but it is a tool for communication, it is not communication per se. By focusing on language, you may be focusing on the tool, not on the underlying mechanism, the cognitive architecture we have in our brain that helps us to communicate.”
Stolk’s co-authors are Ivan Toni of the Donders Institute for Brain, Cognition and Behavior at Radboud University in the Netherlands, where the studies were conducted, and Lennart Verhagen of the University of Oxford.
Page 3 of 3Share on:
Suggested Items
It’s Only Common Sense: Selling to Today's Generation of Buyers
06/30/2025 | Dan Beaulieu -- Column: It's Only Common SenseMillennials and Gen Z hold significant purchasing power and influence in industries worldwide. Selling to them requires adapting to their unique preferences, behaviors, and values, and exploring their buying habits, embracing their emphasis on social values, and mastering digital communication. Unlike previous generations, they prioritize experiences, sustainability, and value.
It’s Only Common Sense: Trust Is All You Need
06/02/2025 | Dan Beaulieu -- Column: It's Only Common SenseTrust is all you need, and the best way to build it is by showing that others have placed their faith in you. This is where social proof becomes a game-changer. Social proof is a psychological phenomenon that influences people to follow others’ actions, especially in uncertain situations. By leveraging social proof, businesses can attract customers and close deals more efficiently. Here’s how to incorporate social proof into your strategy and watch your closing rate soar.
Global Citizenship: Understanding Global Citizenship as a Competitive Advantage
05/21/2025 | Tom Yang -- Column: Global CitizenshipTo succeed, we must find ways to work together. In an era of interconnected markets, heightened social awareness, and increasing corporate accountability, global citizenship is a powerful differentiator for businesses. No longer is success solely defined by revenue growth. The perception of a company’s ethics, sustainability initiatives, and inclusivity practices significantly influences its market position.
The Marketing Minute: Strategic Short-form Content Builds Brand Momentum
04/17/2025 | Brittany Martin -- Column: The Marketing MinuteLast month, I shared how long-form content—like white papers, technical articles, and thought leadership pieces—can establish your company as a knowledgeable, trusted voice in the electronics industry. Long-form content is powerful, but it’s only half the equation. If long-form is the foundation, short-form content is the fuel that keeps your brand top-of-mind and your message moving.
The Marketing Minute: Go Big or Go Home—Long-form Content Is Your Brand’s Best Friend
03/26/2025 | Brittany Martin -- Column: The Marketing MinuteIn a world of 280-character posts and blink-or-you’ll-miss-it social media content, long-form content might seem outdated. But if you want to build a brand people trust—not just recognize—you need depth. The key is producing longer content—articles, white papers, and books.