New technologies have long evoked a mixture of fear and fascination within the creative industry. But with the advent of generative AI, existential panic has risen to a whole new level.
While some argue that this technology will increase human creativity and productivity, many see robots taking over.
The results of AI are already evident across the creative industry, with AI artwork winning awards and AI-generated songs by Drake and The Weeknd going viral.
Meanwhile, the world of brands has seen AI-created ad campaigns from the likes of Martini and Coca-Cola, and Levi’s controversial use of AI models on its website to increase “expressiveness”. Masu.
It doesn’t matter whether you side with Nick Cave, who called the ChatGPT-produced song “written in the Nick Cave style” a “grotesque mockery of what it means to be human,” or Grimes, who welcomed it. The use of her voice in an AI-generated song – If you work in a creative industry, you’re likely to encounter AI in some form or another.
But we have little to worry about right now about the threat it poses to our creativity, or even our work.
Given the buzz around sustainability in the world of business and branding, it’s surprising that there is relatively little discussion about the impact of AI and technology on the planet.
Because while the potential for AI to usurp human creativity is debatable, there is no doubt that at its current rate of expansion it spells death for the planet.
MIT reports that training a single AI model can produce nearly five times the lifetime emissions of the average American car.
The cloud now has a larger carbon footprint than the entire airline industry, and one data center can consume as much electricity as 50,000 homes.
As tech companies compete in an escalating AI arms race and the scale of these tools increases, so does their potential destruction to the planet.
At the same time, AI is being hailed by some as a powerful tool in the fight against climate change, with applications ranging from regulating power grids to helping design energy-efficient buildings.
But the potential here shouldn’t mean turning a blind eye to the need for strong regulation to prevent AI tools from becoming more efficient at promoting climate change than fighting it. there is no.
“AI is both an enabler and a potential destroyer of climate change,” said Virginia Dignam, professor of social ethics and AI at Umeå University in Sweden.
What’s clear is that while many brands are having fun with the shiny new toy that is AI, business and brand leaders are looking beyond novelty stunts to understand AI’s role in their businesses, from logistics to manufacturing. It means that you need to decide and evaluate what it means. For the benefit of Mie.
Demand for AI-generated images and copy as AI appears to be more than just a mayfly moment in our industry and the cost of producing IRL filming and AI-generated video content will come under scrutiny. Your voice will rise. Clearly attributed.
The industry should now focus on the ethics of using AI-generated images and models and the potential impact on future generations of distorted beauty standards resulting from AI images.
Of course, some people try to let AI decide on such matters, but last time I checked, AI doesn’t have a human conscience.
So, before AI crosses the brink, we discuss human brain power and behavior that will save our only known home.
Malcolm Poynton, Global Chief Creative Officer, Cheil Worldwide
