Coffee with Samso - A Beginners Guide to Understanding AI - Being Intimate with Artificial Intelligence - Eric Starling | Principal Innovation Advisor, AWS
- Noel Ong
- Jul 25
- 6 min read
Updated: Aug 4
Coffee with Samso Episode 206: Understanding and Interacting with AI
In this episode of Coffee with Samso, we explore a pressing question: Do we truly understand Artificial Intelligence (AI)? Are we simply accepting the term "AI" without grasping its complexities? This episode challenges us to think critically about what AI means for our future.
After a short break to launch Samso News—our new platform that blends ASX announcements with the signature Samso blog style—we dive into the rapidly evolving world of artificial intelligence.
The Transformative Power of AI
In this engaging episode of Coffee with Samso, we focus on one of the most transformative forces of our time: Artificial Intelligence (AI). Joining us is Eric Starling, Principal Innovation Advisor at Amazon Web Services (AWS). With over two decades of experience in software design, innovation strategy, AI integration, and digital transformation, Eric is not just a technologist. He’s a builder, a thinker, and a translator between code and real-world outcomes.
We sat down at the UWA Club on the grounds of the University of Western Australia for an honest, wide-ranging conversation that demystifies what AI is, how it works, and where it's taking us.
Key Topics Covered in the Coffee with Samso on Artificial Intelligence
Eric explains that AI systems, such as ChatGPT and Claude, do not “think” like humans. Instead, they learn from massive datasets, building probabilistic models to predict likely responses based on prior inputs. The analogy of “autocorrect on steroids” illustrates how large language models (LLMs) operate.
For non-technical users, the rise of LLMs represents a paradigm shift. You no longer need to speak in code—natural language itself has become the interface. This accessibility is redefining who can build, create, and automate.
Eric underscores the fundamental role that the internet and cloud computing play in powering AI. From petabytes of storage to globally linked data centres, AI's performance relies on a vast, interconnected ecosystem.
A powerful analogy compares image recognition AI to showing a model 10,000 pictures of a cat. The model “learns” through exposure, not understanding. This highlights the difference between learning and cognition, a distinction often blurred in public discourse.
We delve into agentic AI, which moves beyond chat interfaces into tools that can take actions, manage files, automate workflows, and simulate decision-making processes. This development is fueling a wave of innovation across industries—from grant writing to robotic inspection.
AI Implementation: A Global Perspective
We explore how AI implementation differs starkly between China and Western nations. In the West, commercial viability and public acceptance are major hurdles. In contrast, China’s top-down model has allowed for faster implementation, raising important questions about innovation, ethics, and regulation.
Eric raises critical concerns about data control and digital identity. What happens when small AI companies are acquired or go bust? Where does your data go—your voice, your image, your interactions? The episode serves as a cautionary tale about uploading personal content without considering long-term implications.
One of the most thought-provoking segments explores how AI may not replace actors or creatives but could radically expand who gets to produce high-quality content. Eric envisions a world where indie creators and hobbyists wield studio-level capabilities, disrupting traditional media from the ground up.
Future Predictions for AI
Eric offers predictions on how AI will evolve:
A world filled with interchangeable micro-agents.
Lower barriers to business innovation.
Tools that assist—not replace—human creativity.
A higher value placed on intention and authenticity in content creation.
Eric notes that cognition remains the most misunderstood concept of AI. The tools may sound smart, but they don’t “know” anything. He also warns of the underappreciated risk of data misuse when using third-party AI services without considering data ownership.
Concluding Thoughts on AI and Investment Opportunities
This episode with Eric Starling serves as a reminder that Artificial Intelligence is not just a buzzword—it’s a structural shift. This shift is already changing how businesses operate, how services are delivered, and how value is created.
For ASX investors, the real takeaway is this: AI is no longer confined to Silicon Valley or tech unicorns. It’s becoming embedded in sectors across the board—from mining and energy to biotech, financial services, and logistics. Companies that can leverage AI meaningfully—not just sprinkle it into their marketing decks—are likely to unlock productivity gains, margin expansion, and operational efficiencies that markets may not yet fully price in.
Over the last few months, I have learned, and as Eric clearly articulates, not all AI is created equal. The true edge comes from owning your data, understanding the limitations of generative tools, and building AI agents that solve specific problems with clear intent. This is where discerning investors should pay attention: Is the company investing in capability, or just riding the narrative?
We're also entering a period where content creation, compliance, customer service, and internal processes are being quietly transformed, especially in capital-light industries. In our view, the most investable opportunities on the ASX may come not from “AI companies,” but from traditional businesses that are applying AI in transformative ways.
This conversation reinforces the fact that investors need to go deeper than headlines. Understanding where a company sits in the AI landscape—builder, adopter, or observer—could offer meaningful insight into future performance and resilience.
The chapters below will help you navigate the Coffee with Samso, and I hope you find value in Eric's insights.
Chapters:
00:00 Start
00:09 Introduction
02:50 Who is Eric Starling?
03:36 What is AI and What is Not AI?
05:44 AI language is now called English
07:55 AI is all about What is the “Internet”.
09:26 AI is about Learning and not Thinking.
13:07 AI needs data to “Think”.
14:40 Where does AI get its source of data?
17:18 Where are we at in terms of the AI Revolution?
20:30 What is the most Misunderstood of AI?
23:55 The Reasoning learning process of AI still needs existing data.
26:18 The least obvious profession that AI will replace.
31:32 Could the use of AI decrease the quality of content we accept?
35:55 The China vs. The West approach to AI implementation.
40:15 What does Eric worry about AI?
43:08 What could we see with AI in 5, 10, 15 years' time?
46:53 What are people not considering about AI?
49:34 The reality and danger of deep fakes.
51:47 The changing face of AI means we have to be educated about AI.
54:13 Last words on AI from Eric.
56:15 Conclusion.
PODCAST
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