Coffee with Samso - A Beginners Guide to Understanding AI - Being Intimate with Artificial Intelligence - Eric Starling | Principal Innovation Advisor, AWS

Coffee with Samso Episode 206 is about how we understand and interact with AI. We all know what Artificial Intelligence is about but do we really know ? Are we just taking it for granted what we actually know and is it sufficient to just take what people say about about what AI will do for or to us in the coming years.

After a short break to launch Samso News — our new platform blending ASX announcements with the signature Samso blog style — we’re diving headfirst into the evolving world of artificial intelligence.

In this deeply engaging episode of Coffee with Samso, we are focusing today squarely 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), who brings 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.

• What AI Is — and What It Is Not

Eric explains how AI systems like ChatGPT and Claude don’t “think” in the way humans do. Instead, they learn from massive datasets, building probabilistic models to predict likely responses based on prior inputs. The concept of “autocorrect on steroids” is used to illustrate how large language models (LLMs) operate.

• Language Models and Why English Is the New “Code” in Artificial Intelligence

For non-technical users, the rise of LLMs represents a paradigm shift. No longer do you need to speak in code — natural language itself has become the interface. This accessibility is redefining who gets to build, create, and automate.

• The Role of Data — Why AI Wouldn't Exist Without the Internet

Eric underscores the fundamental role that the internet and cloud computing play in powering AI. From the petabytes of storage to globally linked data centres, AI's performance relies on a vast, interconnected ecosystem.

• AI Doesn’t Reason — It Repeats Patterns

A powerful analogy compares image recognition AI to showing a model 10,000 pictures of a cat. The model “learns” by exposure, not by understanding. This highlights the difference between learning and cognition, a distinction too often blurred in public discourse.

• Agentic AI and Industry Transformation

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 in China vs. the West — A Tale of Two Approaches

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 faster implementation — raising important questions about innovation, ethics, and regulation.

• Deepfakes, Data Ownership & Ethical AI

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.

• AI’s Creative Disruption in Entertainment

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.

• What the Future Holds — AI in 5, 10, 15 Years

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

• Misunderstandings and Missed Conversations

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.

Samso Concluding Comments - The Coffee with Samso Discussion:

This episode with Eric Starling is a reminder that Artificial Intelligence is not just a buzzword — it’s a structural shift. One that is already changing how businesses operate, how services are delivered, and how value is created.

For ASX investors, the real takeaway here 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 be fully pricing in.

Over the last few months, I have learnt 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 ar.e 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 our belief 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 l hope you will all get some value from Eric.

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 use of AI decrease the quality of content we accept?

35:55  The China vs. The West approach to AI implementation of AI.

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 fake.

51:47  The changing face of AI means we have to be educational about AI

54:13  Last woods on Ai from Eric

56:15  Conclusion

PODCAST

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