Exploring the AI Frontier: How to Navigate its Opportunities and Pitfalls

We recently explored how ChatGPT has revolutionized various fields of employment through its assistance in brainstorming, content generation, and data analysis.

However, as we delve into the Artificial Intelligence (AI) frontier, questions about its ethics, legalities, and credibility remain highly debated. This new intelligence has prompted business professionals to evaluate the extent to which they allow AI to impact their professional activities.

As the use — and impact — of AI continues to expand, it is imperative to examine the potential challenges and limitations accompanying this transformative technology.

Here are five of the biggest concerns surrounding ChatGPT and its peers.

Outdated Training Data

One major issue with ChatGPT is its reliance on outdated training data. The chatbot's knowledge is limited to information available until September 2021, meaning it lacks any updates or developments that have occurred since then.

Outdated training data can result in inaccurate information, potentially providing misleading data to users and risking an organization’s reputation should they use the AI-generated material without verifying it.

Lack of Originality and Creativity

Due to the data these technologies rely on for their knowledge base, their outputs often lack originality and creativity. In a conversation with ChatGPT, we interviewed the chatbot about the services it could provide the average user.

Each output seemingly differed from the next, yet each question prompted a similar answer and followed a consistent format. The outputs followed a list-like format with an introduction and conclusion.

The lack of originality should concern marketers and content creators. So far, AI-generated content fails to exhibit human-like variation in its responses, and the artificial feeling content is potentially off-putting to potential readers.

Lack of Humanity

Although ChatGPT possesses many human-like qualities, it lacks important human traits that influence decision-making. These AI models rely on algorithms devoid of humanistic qualities.

As a result, ChatGPT often misinterprets user inputs due to the lack of context provided by human-like social cues and thought processes. These issues can also lead the chatbot to provide information without proper evidence. When using AI, it is crucial to double-check the information provided.

Copyright Concerns

The rise of AI creations has raised numerous copyright questions and concerns, leading to new legal issues. Who truly owns the work produced by AI? Can these works be copyrighted? Does creating a piece of work inspired by another person's Intellectual Property constitute infringement when AI is involved?

These questions have yet to be granted definitive answers. The U.S. Copyright Office has launched an AI initiative to explore these and other questions. Currently, copyright protections apply to “original works of authorship.” According to the Congressional Research Service, courts have “declined to extend copyright protection to nonhuman authors” such as AI technologies like ChatGPT.

Many of these arguments lack concrete answers or solutions and are highly contested. Take caution when using AI in your content creation, as copyright concerns could possibly arise.

AI As a Threat to Jobs

Marketing professionals have expressed concerns about AI taking over their jobs. According to CNBC, “roughly half of workers in advertising & marketing (51%) and business support and logistics (46%) worries AI will soon take their jobs.” This concern is valid, considering the rapid advancement of AI technologies. Many professions will inevitably see changes in their workforce due to AI in the coming years.

FINAL THOUGHTS

Ultimately, human intelligence will never be replaced entirely. AI models like ChatGPT can help in various ways but have been proven to hold significant drawbacks — proving human intelligence still relevant. While it’s important to familiarize yourself with these new technologies, it's crucial to be aware of their potential pitfalls.

Want to learn more? Sign up to be alerted for our next Chatter!