How Is AI Going to Change the Way We Live?

By Andie Davis

After attending this year’s NVIDIA GTC, it’s clear that artificial intelligence (AI) is coming in hot and here to stay. While AI-powered robots and customer service tools are intriguing, many are wondering how AI will impact the day-in-day-out marketing world as we know it. In this blog, I’ll share key takeaways learned at the conference from a MarCom perspective.


  1. AI should work with us, not against us

When it comes to AI, many are concerned about how it will impact their jobs. I was impressed that many of the developers speaking at the conference were asking the right questions and keeping concerns like this in mind while developing the technology. For example, Andrea Gagliano from Getty Images spoke about how Getty’s AI tool, Generative AI, will still rely on humans to continue feeding it content in order to stay up-to-date with relevant imagery that reflects modern society. Getty’s Generative AI program will compensate photographers regularly for the content provided to train their AI.


  1. AI-generated images will make our lives easier

AI-generated images are already beginning to take off, but how authentic will the imagery be? Will AI consider diversity and intellectual property (IP)? Well, I have to say my jaw dropped when I saw the quality of content generative AI image tools can already produce. I’m happy to see that stock image providers are already working on training their tools to produce more diverse images (ethnicity, age and gender) and block any content related to IP, celebrities, logos or brands. This functionality will seriously change the game for digital and social media marketing.


  1. AI will be an accelerant for deepfakes and misinformation

Atlantic Council’s Graham Brookie and NVIDIA’s Iain Cunningham talked about information integrity in the age of AI. It’s no surprise that with great power comes great responsibility, and there will always be bad actors taking advantage. Currently, there are three main mediums where we see synthetic manipulation and disinformation coming into play: images, video and voice. Atlantic Council is researching how AI (particularly deepfakes and misinformation) is being used to impact human behavior during major events like elections or wars. Researching how negative forces use AI to deceive and how consumers react to deceptive content over time will inform how we can best combat disinformation and deepfakes.


  1. Some information ecosystems will be more problematic than others

While some information ecosystems rely on only one 1-2 mediums, some combine many or all mediums, making it hard to stay on top of disinformation and deepfakes. Video games, for example, will prove to be one of the most difficult information systems to protect due to their high level of anonymity and use of images, video, voice and text.

There are certainly many things to look forward to as we see this groundbreaking technology emerge in various applications. On one hand, it will be crucial that we continue to ask tough questions as AI is developed so it benefits society overall. On the other hand, I encourage you all to keep an open mind as we venture into the exciting era of AI and begin to understand its benefits.