Mass content vs ‘made by human’: Why marketers must address the ethics of AI
AI: Beyond the Hype. From potential biases in algorithms to data privacy concerns and compromised IP, marketers should ignore the ethical implications of AI at their peril.
With businesses poised to cross the threshold of mass adoption of Gen AI, the ethical implications of using this technology for everything from market research to creative ideation are real.
Less than two years since the moment San Francisco company OpenAI launched its first version of the ChatGPT large language model (LLM), AI has become impossible for marketers to ignore. However, the notion of intellectual property and who owns the idea behind AI generated copy or imagery is becoming increasingly murky.
The Boston Consulting Group (BCG) has developed a conversational AI tool – Gene – designed to deliberately converse in a machine-like accent. The system has no deep fake human face or avatar, and is proudly androgynous, with a name selected for gender neutrality. Gene was introduced into the BCG marketing function last December as a host for the consulting group’s growing output of podcasts and audiobooks.
The importance of listener trust was identified from the outset, explains global CMO Jessica Apotheker.
