There’s probably no one in the IT industry who hasn’t tried ChatGPT. The topic of artificial intelligence resonates in the media, so we asked a few clients for their opinion. How do you feel about the gradual integration of AI into working life? Do you see it as an opportunity (in your field of work, in another sector) or are you more concerned?
We see ChatGPT as a useful and powerful tool for everyday work. We are often surprised at the quality of the content and the responses it can generate. However, the question must be formulated relatively precisely. Even my 10-year-old son uses ChatGPT almost daily. Since it is a neural network that is constantly learning, the problem, from my perspective, can arise if we start teaching ChatGPT the wrong things and bending its ‘opinion’. Therefore, constant supervision and control of content is essential.
The gradual integration of AI into working life is inevitable. Within the activities of our agency’s media division, I see the benefits of AI for refining and speeding up processes in planning and evaluating advertising campaigns. In the production division, the use of AI is offered in the research and development of AVD formats, in our sports talk show, in a travel reality show or in a docu-reality with an animal training program. When BuzzFeed announced the use of AI to generate content, the company’s stock value immediately doubled (at least temporarily). The editors had already started using AI to produce quizzes – people answer a few questions and a robot called Buzzy offers them a personalized answer; later, it began adding AI-generated travel recommendation articles. But judging by reader reactions, they were pretty bad. And here, somewhere, I think, lies the AI’s weakness. The responsibility for outputs where judgement is required or the creation of an expected emotion will, I believe, long and irreplaceably remain with the human who provides sufficiently ‘clean’ and high quality data for AI.
For me, the encounter with artificial intelligence was exciting and enlightening. I see huge potential in it. AI answered various questions on brewing, IT, communication skills, labour code. I tasked her to draw a picture or generate a photo. What I only saw in science fiction movies 30 years ago became a reality. AI is truly an excellent helper. However, I fear what it can do should it become our master. Just the idea that it can influence the thinking, or the direction of thinking, of vast numbers of people is frightening. Today, even simple and overlooked misinformation and conspiracy theories can manipulate huge crowds of people who are unwilling to accept the other side’s arguments. Just the fact that AI can answer any question in any field of science without hesitation, can program, generate images, movies, articles, theses, gives it incredible power of manipulation. All it takes is a small change in the answers and suddenly the opinions of millions of people are guided in the desired direction. Abusing AI is very easy even at this stage. My fear is this. Nevertheless, I do not think that proposals to ban its use or further development are correct. If we can use it in a meaningful way, let’s do that and use it to its full potential. I am convinced that AI can take us forward.
