The Importance of Education in Addressing AI-Related Fears
Understanding the inner workings of AI models is fundamental to unlocking their potential and enhancing operational processes. Despite this, numerous business leaders are treading cautiously when it comes to both generative and discriminatory AI.
According to Kara Fisher, head of reputation insights at Signal AI, this cautious approach stems from a lack of education on the topic. A recent survey of 3,400 C-suite executives revealed that 76% view generative AI, like ChatGPT, as an opportunity rather than a threat. However, an overwhelming 72% also expressed apprehension in their investment approach. Concerns regarding AI utilization span from legal implications to doubts about output precision.
“These sentiments reflect the genuine questions and fears many of us harbor about the impact of these technologies on our daily lives,” Fisher articulated to a captivated audience at PR Daily’s Media Relations Conference.
During her presentation, Fisher delved into strategies to alleviate concerns when establishing frameworks for deploying AI tools. An integral part of this process entails educating oneself about the specific mechanisms of distinct AI models and their impact on specific business procedures.
Presently, users cannot unreservedly rely on the outcomes of generative AI, as it generates predictions based on acquired inputs rather than absolute facts, Fisher emphasized.
Fisher highlighted that tools like ChatGPT are ideal for content brainstorming while discriminative AI, an earlier iteration of machine learning, can aid in strategy formulation, enhancing workflows, and performance evaluation. For instance, using platforms like Google’s Duplex to help a CEO determine discussion topics at an event by analyzing a myriad of media and social media posts from the previous year’s conference.
Even though these tools showcase immense potential, they are incapable of fully replacing the tasks carried out by PR or communications professionals. Fisher likened AI to a “creative assistant” or “creative brainstorming partner.”
When structuring a workflow, Fisher stressed the significance of integrating “human-in-the-loop” approaches to effectively leverage these platforms.
Fisher encouraged attendees to experiment with current technologies and products while underscoring the importance of ongoing education. She emphasized that discussions on this topic could evolve significantly in the future and advised seeking input from reputable partners and subject matter experts to develop proactive, intentional, and meticulously crafted workflow frameworks.
For those interested, the full video of the presentation can be viewed below.
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