6 Ugly Truths About Generative AI You Need to Hear

Beyond the hype surrounding generative AI, let's take a realistic look at what it can and cannot do.

?? Why it matters

• As AI becomes more integrated into our creative workflows, understanding its capabilities and limitations is essential to ensuring we use it effectively.?
• Recognizing the importance of this balance will be key to navigating future workplace changes and avoiding falling for the snake oil.

Context: Despite bold claims by tech leaders or online hype, the reality of what AI can and can’t achieve is more nuanced.

?? What you need to know

1. You are giving AI too much credit

Generative AI may seem smart, but it's not as intelligent or autonomous as you might think. It operates within the limitations of its programming and training data, identifying patterns rather than truly understanding concepts. While it excels at specific tasks, it struggles with context and common sense. For example, its lack of human-like context and subtleties can make us cringe when it uses phrases like "I hope this email finds you well.”

Will this change with GPT-4o? I plan to write about it in next week’s newsletter, so stay tuned. ??

2. “You can do this video in half a day now!” (No, you can't)

AI tools (and sales teams) often promise to significantly speed up creative processes, suggesting that tasks that usually take weeks or months can now magically be completed in two clicks. However, while AI can generate ideas and assets or automate repetitive parts of the creative process, the core creative work—conceptualizing, refining, and contextualizing—still requires time, human insight, and critical thinking. Yeah, even if you are using Sora.?

3. “AI won't steal your job; someone who uses AI will” = Deflection

The widespread fear is that AI will replace jobs directly. However, the truth is more nuanced. AI acts as a tool, and those who master its use will gain a competitive edge. Businesses may reduce their workforce because, in theory, it enables a smaller team to accomplish more, emphasizing efficiency in day-to-day operations and potentially reducing jobs in certain areas. But… rushing to adopt AI everywhere based on FOMO and vibes can backfire, and examples are abundant.

4. “AI democratizes content creation” (It depends for whom)

On the surface, AI seems to level the playing field, offering everyone from amateur creators to seasoned professionals tools to generate content. Here is the thing, though: the reality is that AI algorithms often repeat biases and gaps present in their training data, favor certain demographics, and can perpetuate inequities. There's also the IP question, still to be determined. Last but not least, the need to train datasets continuously, as fast as you can, can result in exploitative labor, where underprivileged groups are tasked with tedious and, many times, traumatizing work without adequate compensation.

5. Get ready to pay more

Much like the early days of Uber rides or Doordash deliveries, AI technology has been relatively affordable, but this is due to it being subsidized by venture capital and tech. Once investors demand to see profits, these subsidies are likely to decrease, revealing the actual costs. This shift will increase the price of generative AI tools, potentially making them less accessible to individual creators and small businesses and widening the gap between large corporations and grassroots creators.

6. AI is the silver bullet that isn’t

While the potential is exciting, we need to remember its challenges—technical limitations, sustainability issues, and ethical dilemmas being just a few of the ones we mentioned. No matter what you hear, AI cannot operate in a vacuum and requires careful management and human oversight.

The good news is that these limitations set the stage for...

?? A happy ending!?

As we move through 2024, integrating AI into every facet of society will undoubtedly bring its share of chaos. Cost-cutting measures, cut-throat competition, job losses, and high-profile blunders will be common topics.

Yet, this turmoil is precisely why the human touch—thoughtful strategy, ingenuity, clear governance, and (hopefully) a commitment to ethical values—will be crucial for building a differentiated creative business in this challenging economic landscape.

Will this be enough to ensure both sustainability and success? Only time (and the implementation of thoughtful legislation) will tell.

??? Why Does All Content for 55+ Year-Olds Suck?

This week, the Creativity & Robots podcast is joined by Craig Parks , a creative leader with extensive experience in developing revenue-driving content who's worked with media giants such as Comcast, IFC, MTV, VH1, ABC Family, and YouTubers like Logan Paul.

Craig knows how to grab and keep an audience’s attention, so get ready for his tips on making your content stand out and his thoughts on how generative AI is changing content. If you want to connect with people through amazing stories and videos, don't miss Craig's insights. [Tap here to watch]

You can find all episodes of Creativity & Robots on the following platforms:

YouTube | Spotify | Apple Podcasts | Amazon Music

And that's a wrap for this week—thank you for reading all the way, and I look forward to seeing you again next Tuesday! ??

Juan Faisal

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