How do we ensure AI is responsible?
BeenThereDoneThat
We harness the World’s best thinkers to solve the World's toughest problems
No.143:?Tue 02?May?2023
Hi, it’s David here.
This week’s newsletter is written by Community Member Hollie Fraser, who shares her personal experience as a creative working with artificial intelligence (AI).
Her conclusion is that for all the powers that AI adds we are always going to need to add human imagination.
This week I have been in Istanbul at the WFA Global Marketing Week conference and participated in The Policy Forum.?
The speakers who stood out were the people who spoke about and focused on people.
One panel for example, involved a discussion around the food industry.?
In the discussion was a Global Head of Corporate Affairs for a food company who spoke about their increased investment in data, a leader in the sustainability industry who advised Copa 28 shared some concerning facts on the effects of farming on nature, an activist for food poverty who spoke about the damaging effect the food industry has had on her and her local community, and an inspirational lady who represented an investor alliance on human rights, who believes that until we stop talking about consumers, consumption and commerce we are not going to be able to solve the real problems of real people.?
To move forward what this is going to take is strategic and social imagination.?
The fact is what has got us here is not going to get us where we need to go.?
We’ve been there, done that, now it’s time to think about what’s next.
As always, we are curious to hear what you think.
David Alberts?(Co-Founder and Chief Vision Officer?at BeenThereDoneThat)
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Hi, it’s Hollie?here.
The thing about AI is that it’s kinda scary. It’s definitely intimidating. I don’t fully understand it, I certainly cannot explain it, and the more I see people talking about it, the more I feel totally out of my depth.
And yet, I’ve become totally obsessed with it.?
So, a confession. I’m no AI expert. Far from it. In fact, I’m just a creative, doing what creatives do everyday. Researching, thinking up ideas, hating on them, writing them up, putting together mood boards. Rinse and repeat.
And it’s in this, the mundane day to day reality of my work, that I’ve grown to not just rely on, but fall in love with AI.?
So for the rest of this newsletter, I’m not going to try and explain what AI is. But I will talk a little about where I’ve found it incredibly useful, as well as hopefully address some of the general concerns people have with it.
So let’s start with the positives:
Increased Efficiency
AI-powered tools can help designers create designs and layouts faster - automating repetitive tasks such as resizing and cropping images. The great thing about this is that it enables designers to focus on more complex and creative aspects of their work.
More Informed Creativity
While it’s scary to say that AI can assist creatives to generate new ideas and inspiration. What it adds to the mix is a deeper understanding of data. AI can identify patterns and trends that we might (as humans) not be able to see, allowing us to explore new creative ideas and directions that we might not have considered before.
Complex Personalization
AI can enable us to deliver more personalised experiences to customers. For example, AI-powered algorithms can analyse user behaviour and preferences to suggest content or products that are relevant to the user, ultimately leading to better engagement and higher conversion rates.
Ok, so what about the potential negatives?
Lack of Originality
One of the main concerns about AI in the creative industries is that it will lead to a lack of originality. AI-powered tools are trained on existing data, which means that they might not be able to generate truly original ideas. This would result in a homogenization of creative work and a lack of diversity. Which means, as creatives our jobs are safe (Pro and Con!)
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Dehumanisation
AI can sometimes lead to a dehumanisation of creative work. For example, using AI to generate content copy will result in messaging that lacks an authentic human touch and emotional resonance that comes from a human creator - in turn lacking an emotional connection with the audience.
Ownership
At least with the Adobe creative suite you can claim ownership over a design, you don’t have to credit the pen tool or shape maker for your image. As Ai becomes increasingly prevalent more laws will start to emerge but currently there’s no hard and fast rule - with some companies stating that they own the copyright to any image created by their AI software and others choosing to release their AI-generated images into the public domain. And still, others have attempted to copyright the images as works of joint authorship between the AI and its human creator
So, to answer my original question: will AI take over creative jobs or enhance them?
It's important to remember that AI is not and will never be a replacement for human creativity. While AI can help us to work more efficiently and generate new ideas, it cannot replace the unique perspective, emotional intelligence, and creativity that comes from a human creator. Instead, AI is a tool that can enhance the work of creatives by enabling us to work more efficiently, generate more data-driven ideas, and deliver personalised experiences.
Technology has always helped advance and supplement creativity. From Adobe illustrator to photoshop - we as humans haven’t been able to design, make and create in the same way since these digital and technological advancements.
Yet, for some reason these newer, cleverer, technological advancements in AI just seem a little scarier, and maybe that’s because we don’t feel in control of it.
So, if we stop for a minute and realise we are in the driver's seat. We are telling chatGPT what to write about. We are prompting Adobe Firefly and Midjourney to show us what we want to see, then we soon realise that AI is nothing without us.
It has no imagination and no proactiveness.
It’s simply waiting for us, to prompt it, and command it what to do.
And do what we ask incredibly quickly, efficiently and expertly.
Which is, if you ask me, exactly what I could do with more of in my life.
I guess there’s just one final question: Which parts of this newsletter did I farm out to AI?
As always, we are curious to hear what you think.
Hollie Fraser?(Community Member at BeenThereDoneThat)
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