The speed and scale at which generative AI works is truly game-changing, but could it really be that artificial intelligence brings with it only good news? The answer depends on your approach. While the benefits of the technology are manifold, unsupervised AI runs the risk of being clouded by bias, and potentially creating content that puts organizations in jeopardy of noncompliance and other risk.
In fact, Capgemini found 51% of executives say that lack of clarity on underlying data used to train generative Al programs is their top concern, followed by 45% who say they lack confidence that the generative Al programs are fair (inclusive of all population groups). These concerns highlight just how crucial it is for organizations to take steps to ensure greater transparency and accountability in the development and deployment of AI programs in order to build trust.
Reducing Bias Requires Transparency and Oversight
Transparency and oversight are the name of the game when it comes to working with AI. As a technology created by human beings, no matter how advanced, it’s inherently exposed to bias from the get-go. However, with the right combination of talent and tools, you can nip bias in the bud and generate inclusive content that truly stands out.
Creative teams that are skilled at working with AI should understand what to look for in the tools they use to pick out bias. They want transparency on the methods used to generate content and oversight on the way AI models are trained, so they can correct bias in their content and better understand where it originates.
Choosing the right third-party tools and platforms to facilitate this is crucial, as is a partnership with the data science teams that implement them. With the right tools and data, and the skills to back it all up, teams can better understand how to craft effective prompts that generate inclusive content and implement methods to eliminate bias in the first place.
Compliance Takes Expert AI and Expert Humans
Compliance can take many forms. In regulated industries like healthcare and financial services, it requires adherence to industry guidelines. For other organizations, it may consist of how consumer data is used to market. It’s true that artificial intelligence can be taught rules to follow, but these rules are often highly nuanced and fast-changing.
Simply relying on AI alone to create content will not result in compliant content. It takes skilled creative teams that are well-versed in the areas of compliance and know where and when to rely on other internal experts to check that content is ready for its audiences. While AI can be trained on compliance and regulations, in a fast-moving world of ever-changing requirements, highly trained human teams can work with artificial intelligence to create marketing content that is both highly personalized and fully compliant.
This all means that compliance review must be built into a process that also includes dynamic generation of personalized content from the beginning. A highly trained creative team understands the elements of a marketing campaign that can and should be personalized, as well as those that need to remain unchanged for compliance reasons.
After all, there won’t be a substitute for human insights and strategic thinking any time soon. Thus, the real strength of utilizing AI isn’t in replacing strong team members; it is in augmenting them. Or, as Barry Asin, President of SIA, puts it, “Generative AI won’t take your job, but someone using it will…It’s not technology alone, it’s the ability of people to work with the technology.”
The rise of generative AI we’re currently witnessing has the capability to dramatically expand the scope of content creation in a way we’ve never seen before — and this new era comes with its own unique set of challenges. Getting the best possible results takes a not-so-secret ingredient: talented creatives who are skilled in the methods that enable artificial intelligence to shine, while understanding where humans still have a vital role to play.
If you’re looking to get truly outstanding results from working with generative AI, you’ve come to the right place! Check out our latest release, The CMO’s Guide to Exceptional AI Content, to learn exactly how you can do it too.