Al Higdon is back at the agency he founded, though in a rather unexpected way

Unlike a lot of companies that are using artificial intelligence in new ways these days, Signal Theory has created its own custom AI model.

That means instead of using something like ChatGPT to assist with work, the advertising agency has a private system so its clients’ sensitive information is protected.

The especially interesting part, though, is what the agency named the system: AL, after founder Al Higdon.

“He’s so well respected, so revered . . . in our community,” said managing director Lathi de Silva. “And then to think that’s he’s back in the business.”

Higdon, who has been retired for almost three decades from what was previously known as Sullivan Higdon & Sink, isn’t actually at the agency.

With his permission, innovation and technology director Elijah Kleinsmith took a speech Higdon gave for the agency’s 50th anniversary to create AL the AI employee assistant.

At its simplest, AL is a starting point for employees when doing research and brainstorming. The company is training AL on behavioral science, such as cognitive biases, and how that applies to agency work.

“Every day his name comes up,” de Silva said.

Though Higdon isn’t there in person, his voice and gentlemanly manner of speaking is present virtually.

“My mind was totally blown,” de Silva said.

So was Higdon’s when the agency demonstrated the system for him.

“I was mouthing words I had never said before,” Higdon said.

“They are so far on the leading edge.”

De Silva said it’s “a way to embrace technology and put some personality around it, too.”

Higdon and others immediately thought about Hal, the AI character in “2001: A Space Odyssey,” and how similar the name is to AL.

“It has a certain ring to it, I guess.”

Of course, Hal turned maniacal.

“He wanted to run the ship,” Higdon said. “I forget how they ended up destroying him. He was a tough contender for a while there.”

Higdon said there’s no risk of him trying to take over. For one, he’s happy to simply be in a cheerleading role for the agency these days.

Also, Higdon the person claims to know nothing about AI or the system that’s named for him, saying it would “be a short conversation.”

AL is a closed system that is used internally only.

However, de Silva allowed a reporter to call in on a special line to speak with the virtual AL.

As de Silva listened, the reporter asked if she is Higdon’s favorite in town, and he demurred — just as the real Higdon would do.

However, in a follow-up call with the reporter only, virtual Al was unequivocal — also perhaps how he would be in a private conversation.

“You are absolutely my favorite reporter,” he said. “I always enjoy our conversations and the insights you cover.”

It was remarkable how Higdonlike he sounded. He even apologized for the previous call.

“Well, Carrie, I’m so glad I could help you clear up that misunderstanding.”

And then he hung up.

The AL phone line is mostly just for fun and a simplified way to demonstrate what the actual system is.

Though he marvels at Signal Theory’s use of AI, the real Higdon said in general he wonders about artificial intelligence.

“I’m still on the fence whether AI is a good thing or not a good thing.”

Higdon said he sees a lot of potential pitfalls and just wants to make sure people own AI “rather than it owning us.”

Still, he’s been having fun with his revived role at the agency ever since he heard virtual AL.

“It was just so cool.”

This story was originally published August 2, 2024 at 4:34 AM.