AI: Beyond the Hype. From potential biases in algorithms to concerns about data privacy and compromised intellectual property, marketers should ignore the ethical implications of AI at their peril.
As businesses are poised to cross the threshold of mass adoption of Gen G AI, the ethical implications of using the technology for everything from market research to creative ideation are real.
Less than two years after San Francisco-based OpenAI launched the first version of its ChatGPT extended language model (LLM), marketers can no longer ignore AI. However, the notion of intellectual property and ownership of the idea behind AI-generated text or images is becoming increasingly blurred.
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 fake human face or avatar, and is proudly androgynous, with a name chosen for gender neutrality. Gene was brought into BCG’s marketing function last December as the host of the consulting group’s growing production of podcasts and audiobooks.
The importance of listener trust was identified early on, says Jessica Apotheker, global marketing director.
