An AI started 'tasting' colours and shapes. That is more human than you might think

A fascinating new study reveals that artificial intelligence, or AI, has the ability to blend our senses in a way that is surprisingly similar to how humans do. This means that AI can 'taste' colors and shapes, which may sound odd, but it is actually quite intriguing. For instance, when we see a pink sphere, we might associate it with sweetness, much like candy. This phenomenon occurs because our brains often merge different sensory experiences, such as sight and taste. Researchers at the BI Norwegian Business School in Oslo, Norway, explain that this sensory blending happens continuously. For example, the color of a drink or the music playing in a restaurant can influence how we perceive the taste of that drink. If we sip wine while listening to cheerful music, it may taste sweeter than if we drink it in silence. This interaction between our senses is known as 'cross-modal correspondence,' a term that describes how our senses work together in unexpected ways. Scientific studies have shown that people frequently associate specific colors with particular tastes. For example, red and pink hues are typically linked to sweetness, while green and yellow are often thought to be sour. This means that if you ask a group of individuals how sweet they believe the color red is, they will likely agree that it is very sweet. Researchers from various countries, including China and India, have found similar results, indicating that these connections between colors and tastes are prevalent across different cultures. In one study, participants were given food wrapped in various colors and asked to evaluate its taste. They discovered that food wrapped in pink packaging was often perceived as more delicious than food in black packaging. This illustrates how our visual perception can influence our taste experience. The shapes of food can also affect our taste perceptions. Round shapes are often associated with sweetness, while sharp shapes may be perceived as sour or bitter. This is likely due to the associations we have learned over time. For instance, we might think of round fruits like apples as sweet, while sharp fruits like lemons are considered sour. Researchers believe that we acquire these associations through our experiences in nature. For example, fruits that ripen and become sweet typically change color from green to red, helping us identify which fruits to pick. The researchers also examined how AI systems, such as ChatGPT, respond to questions about these sensory connections. They found that AI can recognize these patterns, but it may not always be as precise as humans. For example, when asked about the taste of different colors, AI provided answers that were similar to those given by people, but there were some discrepancies. This indicates that while AI can learn from human data, it may not fully grasp the subtleties of our sensory experiences. The researchers are hopeful that AI can assist in uncovering new connections between our senses that we have yet to explore. This could be beneficial for companies looking to create products that appeal to our sensory perceptions. However, they also caution that AI can sometimes produce inaccurate or nonsensical responses. Therefore, while AI can serve as a valuable tool, it is essential to combine its insights with human creativity. As the holiday season approaches, the researchers even pondered whether AI could provide assistance with party planning. They discovered that certain types of music can enhance the flavors of different wines. For example, lively music may pair well with fruity white wines, while softer melodies could complement rich red wines. They asked AI for suggestions on what music to play at a holiday gathering featuring mulled wine and mince pies. AI suggested that the music should align with the warm and spicy flavors of the mulled wine. It recommended songs that are layered and evoke a sense of festivity. This demonstrates how AI can help us consider the connections between our senses and how they can enrich our experiences.