Artificial intelligence has proven to be a groundbreaking technology that is changing everything when it comes to how certain industries and fields operate. As a result of this, it’s natural that many businesses are going to be clamoring to incorporate this into their own operations. However, before you do, it’s important that you make yourself aware of some potential issues so that you can avoid them and make the most of this opportunity – as you would with any other technology.
It’s also worth remembering just how new AI is, compared with how businesses like yours look to use it on a large-scale – a combination that can lead to the discovery of new issues all the time.
Something that you never want in business is to put out something which directly opposes what your brand stands for. In this case, this contradiction could arise from something very simple – inaccurate information. As tempting as it might be to use the famous efficiency of AI to put out as much content as you can within as short a timeframe as possible, this could lead to all kinds of information making its way into your content that you didn’t intend for. When the platforms that you use draw from pre-existing materials, this is a risk that you have to take into consideration. Ironically enough, there are AI-driven tools that are designed to check content for erroneous facts themselves, meaning that such tools could actually be a solution to this problem.
Another issue here does arise when it comes to images, however. With the ability of many artificial intelligence platforms to create visual content, this can inevitably lead to lifelike visuals that bear no actual relation to reality. This could potentially contribute to the spread of misinformation, and therefore, fact-checking would be required to ensure that this doesn’t pose a risk with what you produce.
Using the Wrong Platform
While the idea of ‘using AI’ might seem simple enough, this illusion is quickly shattered when you realize how much choice you have when it comes to which platform is best for you. Of course, a lot of this is going to come down to what you want to use it for, and where each of these specializes. However, there is also an element of personal preference involved, as well as considerations such as accessibility and ease of use that can contribute to how efficient these tools end up being for your team. After all, if the tools that you incorporate into your business aren’t easy or intuitive to use, that might counterbalance the efficiency that you’re hoping AI will inject into your operations.
ChatGPT might be among the more popular tools in this regard, but there are other very similar options for you to explore as well, such as Google’s own Bard. There is a lot of debate whether which is the superior tool when it comes to ChatGPT vs. Bard, but looking at some information like the usage statistics might give you a good idea of which direction would be more beneficial for your business. Of course, this is considering that you want to use an AI platform that produces written content like these examples do. It might be that you are much more interested in the visual-based AI systems that were mentioned previously. This could be for marketing purposes, but it might also be that you work in fields like illustration or graphic design that would benefit from the quick production of several different designs with the input and guidance of a professional.
When discussing how fact-checking is important, it was touched on that you also wouldn’t want to accidentally include anything that was opposed to what your brand stood for. This might include something that’s contrary to your own values, but it can also be more subtle than that. Unintentional biases are a natural component of machine learning. Due to this learning process being something that was designed by humans, it’s natural that it shares the same susceptibility to biases that human learning has, and that’s very much something that can seep into the final product.
Intricacies such as this are why it’s important to understand as much as you can about AI before you get going, as failing to do so might result in issues like this completely flying under your radar, leaving you with content that isn’t as effective and true to your brand as you want it to be.
The Employment Issue
It’s difficult to broach the subject of AI without talking about the employment issue. This has been a topic of discussion that has long followed automation in its various forms, but the difference in fields being targeted has changed the nature of conversation for some. With roles like writers and illustrators being under fire now, there is a question of how this shift can impact artistic intention and the kind of risk that can have for the quality of content going forward.
When it comes to your business, however, how do you approach it? As much as you might see the rise of AI as being an opportunity to save money on salaries, that just might not be the case. There are shortcomings when it comes to relying on a tool compared to working with people, and you’re likely going to find that you still need people who are in a well-informed position to operate the AI in the first place.
There is also the issue of your brand image. In a time when many countries are being hit with economic hardships, there is a lot of concern about how AI is going to affect the issue of redundancy. Being seen as the company that is burning bridges with employees as fast as possible in favor of technology might not do your brand a lot of good in terms of popular perception. The use of AI is something that requires some thought, both in terms of navigating the social discourse, and in terms of getting the most out of it.