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| Judith Middleton | CEO | mail me | | Devlin Brown | Strategic Partner | mail me | |
| DUO Marketing + Communications | |
ChatGPT has conjured up feelings of dread and excitement, depending on who one speaks to, precisely because it has brought home just how far machine learning and artificial intelligence (AI) has come. Despite very real risks, AI presents exciting opportunities for marketing communications professionals.
In looking for the source of the quote to follow, ChatGPT revealed that “A Brief History of Time”, by Stephen Hawking “was first published on April Fool’s Day in 1998”. In that book he wrote: “The rise of powerful AI will either be the best or worst thing ever to happen to humanity. We do not yet know which.”
The profundity of that quote lies perhaps in the truth that AI, and platforms such as Chat GPT, do not present an objective truth. Rather, they are dependent on the datasets and algorithms that power them. These datasets are infused with our biases, and so, as it currently stands, AI in many ways holds up a mirror of the society we are continually shaping. Were we, as a society, ethically committed to undoing institutional inequalities and privileges, and driving fair and equitable access to technology, we would be on the road to building powerful AI that represents the best of us, and not the worst, which perhaps would allay the fear of an eventual Skynet scenario.
In the original Terminator, Sarah Connor says: “Skynet. It’s a computer program, developed by Cyberdyne Systems, that was designed to control our military defences. But it became self-aware and started a nuclear war.”
Unimaginable possibilities
All this being said, here we are, with access to the latest version of ChatGPT that has…
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Read the full article by Judith Middleton and Devlin Brown, DUO Marketing + Communications, as well as a host of other topical management articles written by professionals, consultants and academics in the February/March 2023 edition of BusinessBrief.
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