A Black Friday Reflection: The Art of Want and Apple's Marketing Mastery

A Hungry Apple

Today, there’s probably one thought on people’s minds: will I get the best bargain ever? Yes, it’s Black Friday, and many have a shopping list ready to scoop up on those deals. As we scan those websites to see what’s on sale, it is an excellent time to reflect on how the Master of Marketing gets into our minds and makes us buy. Who would that be? It is Apple, of course.

Earlier this year, we looked at the chasm between the company's ESG aspirations and the resource-intensive nature of its operations. Today, we explore Apple’s uncanny ability to cultivate an obsessively loyal following, some of which deify the company.

Deify? Yes, deify.   According to a BBC documentary:

“The neuroscientists ran a magnetic resonance imaging (MRI) test on an Apple fanatic and discovered that images of the technology company's gadgets lit up the same parts of the brain as images of a deity do for religious people, the report says.”

The documentary also explained that a gadget from a competitor did not elicit the same brain activity.

Psychological Obsolescence: Will You Buy the Best iPhone Ever?

When examining the amount of money Apple spends advertising its iPhone, the figure falls within the $1 billion to $2 billion range. For the 2022 fiscal year, the figure is buried in the $25 billion categorized as "Selling, General, and Administration" expenses. [1] We can’t be sure as to how much Apple spends, as the Company inexplicably stopped publishing this figure in their financials back in 2016. [2] For 2015, the total advertising expenditure came in at $1.8 billion. [3] Assuming that advertising spending is proportional to revenue generated by their different product lines, we can estimate that Apple spends approximately $1.2 billion on advertising the iPhone.

However, focusing solely on the numbers would not do justice to Apple's advertising expertise. Annually, Apple fans must face the fear of missing out. Year after year, Apple enthusiasts are enticed onto a never-ending treadmill of upgrades, each promising the 'best iPhone ever.' Here, we can see the Siren calls in succession: [4]

"Today, Apple is going to REINVENT the phone"

 (Original iPhone, 2007)

"It's REALLY, REALLY GREAT and it feels even BETTER IN YOUR HAND if you can believe it"

 (iPhone 3G, 2008)

"This is the MOST POWERFUL, FASTEST iPhone we've ever made"

 (iPhone 3GS, 2009)

"One of the MOST BEAUTIFUL things we've ever made"

 (iPhone 4, 2010)

"Has an INCREDIBLE STAINLESS STEEL BAND around it making it the THINNEST SMARTPHONE"

 (iPhone 4S, 2011)

"It is an ABSOLUTE JEWEL; it is the MOST BEAUTIFUL product we have ever made, BAR NONE"

 (iPhone 5, 2012)

"The MOST BEAUTIFUL phone ever made"

 (iPhone 5S, 2013)

"They are WITHOUT A DOUBT the BEST IPHONES we've ever done"

 (iPhone 6, 2014)

"MOST ADVANCED SMARTPHONES"

 (iPhone 6S, 2015)

"It's the BEST IPHONE that we have ever created"

 (iPhone 7, 2016)

"MOST POWERFUL and SMARTEST CHIP ever"

 (iPhone 8, 2017)

"It is the BIGGEST LEAP FORWARD since the original iPhone. This REALLY IS THE FUTURE"

 (iPhone X, 2017)

"MOST ADVANCED iPhone we've ever created"

 (iPhone XS, 2018)

"Most ADVANCED IPHONE that we have ever built"

 (iPhone 11, 2019)

"In iPhone 12 Pro Max, we've been able to create our BEST CAMERA EVER."[5]

 (iPhone 12, 2020)

"And we're NOT DONE YET... Let's take a look at our MOST PRO IPHONE EVER"[6]

 (iPhone 13, 2021)

“iPhone 14 Pro and iPhone 14 Pro Max: the BEST IPHONES we've EVER CREATED”[7] 

(iPhone 14, 2022)

Apple is not the first to use this strategy. Employing this approach of psychological obsolescence goes back to the 1920s as one of the strategies to deal with the spectre of overproduction. Silver manufacturers, for example, used advertising campaigns to "shame the prospect into buying the latest model of a venerably old product." They targeted newlyweds who valued heirloom silverware, making them feel outdated and encouraging them to purchase newer models by ridiculing the past from which their old sets originated. Similarly, Elgin's wristwatch advertisements sought to make owners of older models self-conscious, nudging them to upgrade. Both campaigns harnessed the power of social shame to drive new purchases, tackling the business dilemma of durable products that don't require frequent replacement. [8]

 General Motors was another company that embraced the concept of psychological obsolescence in the 1920s. Executives who transitioned from DuPont to General Motors imported marketing strategies directly from the nascent fashion industry. They introduced the concept of styling in their 1923 Chevrolet models, realizing that consumers were willing to upgrade for aesthetic appeal rather than just technological advancements. [9] Harley Earl, a GM executive, summed it up by stating that hastening obsolescence was the company's "big job." He highlighted that the average car ownership span had dropped from five years in 1934 to just two years by 1955, to reduce it to one year for a "perfect score." [10]

 

Apple’s Secret Sauce: Secrecy & Scarcity

The key to making the Apple iPhone launch events successful in extracting the maximum fear of missing out is secrecy. Apple's ability to rapidly assemble new devices gives it an operational edge, allowing it to match production to consumer demand closely. This quick turnaround minimizes excess inventory and creates a sense of scarcity, further fueling consumer anticipation. Critically, the swifter a device moves through the production process, the fewer the chances for information leaks, reinforcing the shroud of secrecy that is absolutely vital for building unparalleled hype and FOMO around each new iPhone release. [11]  

 Steve Jobs was the one who pioneered the idea of using secrecy as a critical marketing strategy for the launch of the inaugural iPhone.The iPhone began as a secret project code-named “Purple”. In the “Purple Dorm,” management had posted the sign “Fight Club” to remind people about the movie's first rule, “that they do not talk about Fight Club.” It's a bit of an irony that a film denouncing materialism was used to usher in an age of unprecedented consumerism. When working with suppliers, Apple would give “false schematics” to give the false impression they were working on the iPod. Also, employees would pretend to be representing “other companies when meeting with vendors to avoid starting rumors.” [12]

The secrecy created a strenuous work environment. Employees found it divisive and an obstacle to collaboration. For example, the User Interface (UI) was kept so secret that it made it difficult for employees to finish their work. Tony Fadell, the “father of the iPod”[13], showed exasperation when discussing the intensely political environment he had to operate in. He was the only hardware team member who could see the UI. He notes that “it was [so] super-secretive…[that you] … had to ask permission for everything, and it really built a huge rift between the two teams.” Andy Grignon, a senior engineer at Apple, described lunch as a “Mexican standoff” requiring code names. He described the environment as “passive aggressive.” [14]

 So why did Jobs want all this secrecy? One ex-Apple executive suggested “that keeping the first iPhone secret “was worth hundreds of millions of dollars.” The secrecy simultaneously generates free press coverage and instigates that desire in the masses. [15]

A closely related element to secrecy is the artificial scarcity that Apple creates around its iPhones. According to a paper entitled “It's a secret: Marketing value and the denial of availability,” Apple purposefully “keeps supplies immediately post-launch artificially low.” [16] Such a strategy is focused on provoking FOMO within us.   

What about Planned Obsolescence?

While Apple's mastery of psychological obsolescence is second to none, the company has also faced scrutiny for planned obsolescence. This controversial practice has led to legal challenges and public outcry. In 2005, Apple settled out of court over customer complaints “alleging that the iPod did not have the battery life Apple represented...and that the battery’s capacity to hold a charge diminished substantially over time".[17] The article also noted that customers “who bought a first or second-generation iPod who experienced a battery failure within two years of purchase,” which of course would force them to buy a new one. [18]  

The issue also surfaced in 2018, when Apple confirmed that it purposefully slowed down its older model. As noted in the Guardian: “The feature was recently highlighted by users on Reddit, who noticed that their processors were running slowly in iPhones with older batteries, but that when they replaced the batteries the speed of the phone returned to normal…Analysis of data by benchmarking firm Primate Labs collected from thousands of iPhones appeared to confirm the theory, showing multiple performance peaks for phones of different ages, slowing down from their maximum speed.”[19]

Consumerism or Technology: What Matters More?

Apple’s products are often first to mind when thinking about modernity. The iPhone, specifically, is seen as a fruition of sci-fi-inspired gadgets like Star Trek’s Tricorder. Stepping back, however, we see that science and technology are not the prime movers of success regarding Apple. Its ability to tell a better story and convince people to buy its products has distinguished the company. This reveals that success is not raw science or technology. Instead, it’s about the art and science of persuasion. In this ESG-conscious era, understanding the drivers of our consumer decisions is critical to mitigating the environmental and social fallout of rampant consumerism. This reflection is essential in steering us towards a more sustainable future.

 1] https://www.sec.gov/ix?doc=/Archives/edgar/data/320193/000032019322000108/aapl-20220924.htm  

[2] https://www.businessinsider.com/apple-stopped-disclosing-ad-spend-2016-11  

[3] https://www.sec.gov/Archives/edgar/data/320193/000119312515356351/d17062d10k.htm   

[4] Taken from CNET’s compilation for iPhone events from 2007 till 2019; https://www.youtube.com/watch?v=5WcjWxW2W2Y  

[5] https://www.youtube.com/watch?v=KR0g-1hnQPA

[6] Taken from the 2021 Apple Event; https://www.youtube.com/watch?v=EvGOlAkLSLw 

[7] https://www.youtube.com/watch?v=ux6zXguiqxM

[8] Giles Slade. Made to Break: Technology and Obsolescence in America (Kindle Locations 498-504). Harvard University Press, 2006. Kindle Edtion..

[9] Giles Slade. Made to Break: Technology and Obsolescence in America (Kindle Locations 42-48). Harvard University Press, 2006. Kindle Edtion..

[10] Giles Slade. Made to Break: Technology and Obsolescence in America (Kindle Locations 419-421). Harvard University Press, 2006. Kindle Edtion.

[11] Merchant, Brian. The One Device (pp. 284-285). Little, Brown and Company, 2017. Kindle Edition.

[12] Merchant, Brian. The One Device: The Secret History of the iPhone (p. 349). Little, Brown and Company. Kindle Edition.”

[13] https://appleinsider.com/articles/17/05/11/ipod-father-tony-fadell-speaks-at-computer-history-museums-iphone-360

[14] Merchant, Brian. The One Device (pp. 350-351). Little, Brown and Company, 2017. Kindle Edition.

[15] Merchant, Brian. The One Device (pp. 300-301). Little, Brown and Company, 2017. Kindle Edition.

[16] Merchant, Brian. The One Device (pp. 300-301). Little, Brown and Company, 2017. Kindle Edition.

[17] https://www.macworld.com/article/1045105/ipodsuit.html  

[18] https://www.macworld.com/article/1045105/ipodsuit.html  

[19] https://www.theguardian.com/technology/2017/dec/21/apple-admits-slowing-older-iphones-because-of-flagging-batteries 

 

Five Top Tech Takeaways: OpenAI's Sam Altman FIRED on Friday, hired at MICROSOFT on Monday + Hackers Take Advantage of SEC Rule + 3 other stories

Empty AI Throne

Drama in Silicon Valley: Sam Altman Fired from OpenAI, Hired at Microsoft

In a surprising turn of events that has sent ripples through the generative AI industry, Sam Altman, the CEO of OpenAI, was abruptly dismissed from his position. This news, which broke late last Friday, has sparked a flurry of speculation and discussion among industry experts and enthusiasts alike.

The Unfolding Drama at OpenAI

OpenAI, known for its groundbreaking work in the field of artificial intelligence, released a rather cryptic press statement regarding Altman's departure. The statement hinted at a lack of transparency with the board, leading to his termination. This board, a non-profit entity, oversees both the non-profit and commercial arms of OpenAI, indicating that Altman's dismissal wasn't just a mere managerial shuffle but a significant shift in the organization's direction.

Matt Wolfe of Future Tools provided an insightful breakdown of the speculative reasons behind Altman's firing. It appears that a fundamental conflict emerged between the commercial demands placed on OpenAI's applications and the non-profit trajectory envisioned by the board. This conflict, seemingly at the heart of Altman's dismissal, points to a deeper rift within the company regarding the future of generative AI and OpenAI's role in it. Here are some key quotes from his take:

• On Microsoft's Reaction to Altman's Ouster: "Microsoft claims that they were completely blindsided by the decision... Satya Nadella from Microsoft himself had a rather cold statement about the whole ordeal."
• Board Dynamics and Decision: "The board voted to boot out Sam Altman... the board is just six seats total... Greg Brockman and Sam Altman weren't in on this decision... much of the speculation leaning towards Ilia [Sutskever] sort of masterminding the push out of Sam."
• Altman's Contributions and Leadership: "Sam Altman almost singlehandedly brought this company to an 80 plus billion dollar valuation... it was under Sam's leadership that they managed to get this company to over a 100 million active users."
• Speculations on the Reasons for Altman's Departure: "These two philosophies were at odds with each other... Ilia and the more scientific academic side of the company weren't super excited about things like being able to build your own GPTs and then sell them in a GPT store."
• Safety vs. Rapid Growth: "People like Ilia... want to make sure that the security, the privacy, all of these implications... are really being thought through... where Sam Altman is on the side of let's get it out to the world, let's let the world use it, test it, move fast and break things."

Microsoft's Strategic Move

In a twist that added more intrigue to the situation, Microsoft, through a tweet from CEO Satya Nadella, announced hiring both Sam Altman and Greg Brockman into a new division within the tech giant. This move by Microsoft is not just a mere hiring of talent but a strategic acquisition of expertise in a field rapidly shaping technology's future. 

The Ripple Effect of Altman's Departure

Altman's firing and the subsequent hiring by Microsoft have had a noticeable impact on OpenAI. Several employees resigned in protest, underscoring the internal divisions and differing visions for the company's future. This situation highlights the ongoing tension between commercial aspirations and the ethical, non-profit motivations in the rapidly evolving AI industry. According to CNN, "Emmett Shear, the former CEO of Amazon’s streaming service Twitch, will join OpenAI as interim CEO. He replaces Mira Murati, who was named interim CEO when Altman was fired. She will return to her role as OpenAI’s chief technology officer."

Looking Ahead: The Future of AI Leadership

As we observe these developments, it's essential to ponder the broader implications for the AI industry. With Altman's expertise now under Microsoft's umbrella, how will this shift the dynamics of innovation and leadership in AI? Moreover, what does this mean for OpenAI's future and its commitment to balancing commercial success with ethical AI development?

And now for four other stories!

(Sources: Matt Wolfe, CNN, WSJ)

Ransomware Gang Turns to SEC for New Extortion Tactic

In a groundbreaking move, the notorious ransomware gang ALPHV/BlackCat filed a "failure to report" complaint against its victim, MeridianLink, with the U.S. Securities and Exchange Commission (SEC). This incident, reported by SC Media, marks the first instance of hackers using the SEC complaint system as a weapon against their victims. The complaint alleges that MeridianLink did not disclose a significant data breach in compliance with SEC regulations. MeridianLink, a digital lending company, acknowledged the cyber incident but claimed no sensitive user data was compromised. This situation highlights a new dimension in cyber extortion, where legal systems and disclosure regulations can be manipulated by cybercriminals.

Key Takeaways:

• Innovative Cyber Extortion: This incident represents a novel form of cyber extortion, where legal requirements for breach disclosure are exploited by ransomware groups.
• Regulatory Implications: The manipulation of SEC disclosure rules by hackers underscores the need for companies to be vigilant about regulatory compliance in the event of data breaches.
• Rising Threat of Ransomware Groups: ALPHV/BlackCat's actions demonstrate the evolving tactics of ransomware groups, posing new challenges for cybersecurity and legal compliance.

(Source: SC Media).

Fidelity Joins the Crypto ETF Race with Ethereum Fund

Fidelity Investments is making a significant move in the cryptocurrency market by seeking to create an exchange-traded fund (ETF) based on Ethereum's ether (ETH), as reported by CoinDesk. This initiative places Fidelity alongside BlackRock, another financial giant, in a deeper commitment to cryptocurrency investments. The proposed Fidelity Ethereum Fund, which would be listed by Cboe Global Markets, is still pending approval from the U.S. Securities and Exchange Commission (SEC). Both Fidelity and BlackRock are also interested in launching Bitcoin (BTC) ETFs, though these too await SEC approval. The introduction of ETFs for major cryptocurrencies like BTC and ETH could potentially revolutionize the crypto market, making it more accessible to average investors through conventional brokerage accounts.

Key Takeaways:

• Expansion into Crypto ETFs: Fidelity's plan to launch an Ethereum ETF signifies a growing interest among major financial firms in cryptocurrency-based investment products.
• Regulatory Hurdles: The success of these ETFs hinges on the approval of the U.S. SEC, which is currently deliberating on both Ethereum and Bitcoin ETFs.
• Increased Accessibility for Investors: If approved, these ETFs could dramatically simplify investing in cryptocurrencies, attracting new investors and potentially impacting the crypto market.

(Source: CoinDesk).
 

Microsoft Ignite 2023: The Rise of AI-Assisted Work Environments

Last week, Microsoft announced significant innovations in its Copilot technology at Microsoft Ignite 2023, introducing Microsoft Copilot Studio and new features in Copilot for Microsoft 365. Copilot for Microsoft 365, now generally available for enterprises, integrates seamlessly across Microsoft's platforms, enhancing productivity and creativity. It has been adopted by major companies like Visa, BP, Honda, Pfizer, and Chevron. The new Copilot Studio is a low-code tool allowing customization of Copilot for Microsoft 365 and the creation of standalone copilots. This development represents a significant leap in AI-assisted work environments, offering sophisticated capabilities for personalization, mathematical analysis, and collaboration. Here is a promotional video from the company.

Key Takeaways:

• Widespread Enterprise Adoption: Leading global companies are already leveraging Copilot for Microsoft 365, indicating its significant impact on enterprise productivity.
• Customization with Copilot Studio: The introduction of Copilot Studio enables businesses to tailor Copilot to their specific needs, enhancing its utility in various professional scenarios.
• Enhanced Collaboration and Analysis Tools: Copilot's integration into Microsoft 365 apps facilitates advanced collaboration and data analysis, transforming the way professionals interact with technology at work.

(Source: Microsoft 365 Blog).

Emu Video and Edit: Meta's Leap into AI-Driven Video Creation

Meta Platforms has recently launched two innovative AI-based video editing features, as Reuters reported. These features, designed for use on platforms like Instagram and Facebook, represent a significant advancement in the realm of digital content creation. The first feature, Emu Video, generates four-second videos based on a user's prompt, which can include a caption, photo, or image, along with a description. The second feature, Emu Edit, simplifies the video editing process by allowing users to modify videos using text prompts. These tools build upon the existing Emu model, which creates images in response to text prompts and underpins generative AI technology. This technology is also used in AI image editing tools for Instagram, enabling users to alter a photo's visual style or background. The introduction of these tools by Meta highlights the company's commitment to advancing in the AI space, positioning it to compete with other tech giants like Microsoft, Google, and Amazon.

Comment:  

As noted in a previous UWCISA blog post, advances in this arena will ultimately bolster user-generated content. Though the tools are not there yet, they speak to the possibilities for regular people to translate their stories into feature-length content. This type of content is likely to become dominant in the not-too-distant future.

Key Takeaways:

• Innovative Video Editing Tools: Emu Video and Emu Edit represent a leap forward in AI-driven video editing, offering new creative possibilities for social media content.
• Generative AI Technology: These tools are based on generative AI, showcasing Meta's investment in cutting-edge technology for enhancing user experience.
• Competitive Advancement in AI: Meta's development of these tools underscores its ambition to be a key player in the AI market, competing with major tech companies.

Author: Malik Datardina, CPA, CA, CISA. Malik works at Auvenir as a GRC Strategist that is working to transform the engagement experience for accounting firms and their clients. The opinions expressed here do not necessarily represent UWCISA, UW, Auvenir (or its affiliates), CPA Canada or anyone else. This post was written with the assistance of an AI language model. The model provided suggestions and completions to help me write, but the final content and opinions are my own.

Five Top Tech Takeaways: SBF Gets Convicted, Elon Releases Grok, OpenAI's AppStore, Samsung's AI Plunge and Neuralink's Human Trials

SBF goes to Jail.

Sam Bankman-Fried Convicted: Jury Delivers Guilty Verdict in 5 Hours!

Sam Bankman-Fried (SBF), the founder of FTX, has been found guilty on all seven criminal fraud counts, potentially facing up to 115 years in prison. The jury arrived at the verdict within 7 hours. As predicted in a previous post, SBF's ill-advised media tour contributed to his downfall. The swift verdict also served as a stinging rebuke to Michael Lewis's portrayal of the SBF-FTX saga, which painted a sympathetic picture of the now-convicted fraudster. For Coffeezilla's take on Lewis's account, see below. For a video summary of the whole affair, check out ColdFusion's video. 

• Takeaway 1: Bankman-Fried was convicted of a range of fraud charges, including wire fraud and conspiracy against FTX customers and lenders, securities and commodities fraud against investors, and money laundering.
• Takeaway 2: The case underscores the importance of ethical conduct and transparency in business operations, especially in new and complex industries like cryptocurrency.
• Takeaway 3: The swift verdict, delivered after a month-long trial featuring testimony from former close associates, highlights the severity with which the justice system treats financial fraud.

(Source: CNBC)

Elon Musk's Grok: Pushing the Boundaries of AI Conversations

Elon Musk's new venture, xAI, has announced the creation of Grok, an AI language model that boasts a unique blend of humor and rebelliousness, designed to respond to queries that other AIs typically avoid. This development raises intriguing questions about the balance between AI freedom and ethical guardrails.

• Takeaway 1: Grok is positioned as an unconventional AI that can engage with "spicy" content, a departure from the cautious approach of mainstream AI models.
• Takeaway 2: The absence of standard content filters in Grok could lead to ethical and legal challenges, especially if it generates biased or harmful content.
• Takeaway 3: Despite its controversial nature, Grok's creation in just two months and its integration with real-time information from platforms like Twitter could represent a significant advancement in AI responsiveness and relevance.

(Source: WIRED)

ChatGPT Goes Custom: OpenAI's Latest Innovation

OpenAI is set to revolutionize the AI industry with the launch of its GPT Store, a platform akin to Apple's App Store, which will allow developers to create and share custom versions of ChatGPT. This initiative not only opens up new possibilities for personalized AI applications but also promises to share revenue with AI bot creators, fostering a new ecosystem of AI-driven services. OpenAI's GPT4 LLM now goes up to April 2023 (instead of September 2021). 

• Takeaway 1: The GPT Store will enable the creation and discovery of specialized ChatGPT bots, potentially leading to a surge in personalized AI services.
• Takeaway 2: OpenAI's move mirrors the App Store's strategy, aiming to become a central hub for AI tools and applications.
• Takeaway 3: The platform is designed to be collaborative, with revenue-sharing to incentivize developers, which could democratize AI development and usage.

(Source: The Verge)

Breaking Language Barriers: Samsung's Galaxy AI Initiative

Samsung is set to enhance its Galaxy S24 series with advanced AI capabilities, as confirmed by a recent blog post from the company. The new Galaxy AI feature will include AI Live Translate Call, allowing Galaxy phones to act as real-time personal translators during calls and texts, akin to live closed captions. This feature, part of the on-device and cloud-based AI experience, is expected to debut early next year, presumably with the Galaxy S24, which is rumored to be unveiled on January 18th.

• Takeaway 1: Samsung's Galaxy S24 series will introduce Galaxy AI, emphasizing real-time translation during calls and texts.
• Takeaway 2: The AI Live Translate Call feature signifies a leap in communication technology, potentially eliminating language barriers.
• Takeaway 3: The Galaxy S24 is rumored to feature a titanium frame and a 6.8-inch flat display, indicating significant hardware upgrades alongside the AI enhancements.

(Source: MobileSyrup)

Neuralink's Human Trials: A Step into the Future of Neurotechnology

Elon Musk's Neuralink has garnered significant interest for its upcoming human trials, with thousands of people reportedly eager to participate. The company, which received FDA approval earlier this year, aims to implant devices that could act as a "Fitbit in your skull," targeting individuals with paralysis from spinal cord injuries or amyotrophic lateral sclerosis (ALS). Neuralink's ambitions don't stop there; they envision a future where humans can communicate with machines and control digital interfaces using only their thoughts. However, the invasive nature of the procedure, which involves removing a portion of the skull to insert electrodes into the brain, necessitates a cautious approach, as emphasized by Neuralink's director, Shivon Zilis.

• Takeaway 1: Neuralink is moving towards human trials with a high level of public interest, aiming to assist those with severe neurological conditions.
• Takeaway 2: The technology involves a significant surgical procedure, replacing part of the skull with a device connected to the brain via ultra-thin threads.
• Takeaway 3: Despite the potential benefits, the invasive nature of the implantation process raises important ethical and safety considerations.

(Source: Business Insider)

Author: Malik Datardina, CPA, CA, CISA. Malik works at Auvenir as a GRC Strategist who is working to transform the engagement experience for accounting firms and their clients. The opinions expressed here do not necessarily represent UWCISA, UW, Auvenir (or its affiliates), CPA Canada or anyone else. This post was written with the assistance of an AI language model. The model provided suggestions and completions to help me write, but the final content and opinions are my own.