AI - Threat or Future

In today's ever-evolving world, it is no surprise that technology is advancing rapidly. The days of bulky computers and brick phones are becoming more than a distant memory - technology is always at our fingertips. Gone are the days when you'd have to go to a library and look up material in a book, and as a society, that means we are having to learn and adapt constantly to new forms of technology to keep in the know.  

Within the PR industry, one specific new technology, artificial intelligence (AI), has become a hot topic of conversation, with the debate surrounding whether it's ethically sustainable or morally correct ongoing.

AI is often portrayed in Hollywood films as a technology that could potentially cause the downfall of humanity, which may be an exaggerated concept. However, it is essential to consider the ethical implications within different industries while acknowledging that AI can be a valuable tool in assisting businesses to achieve their full potential under the right circumstances. 

Should AI be integrated throughout organisations? This article will explore both the positive and negative aspects of AI and the impact it may have on companies. 

Advantages of AI

AI saves time…and lots of it. It can generate content in a split second, come up with creative ideas and clever concepts and can turn images from bland to spectacular in a click of a mouse. AI, undoubtedly, has many practical functions particularly in business.

• Inclusive

Being inclusive is crucial in today's businesses, and AI systems can play a critical role in enabling individuals who require additional support to achieve their full potential. For instance, where Grammarly can help people with writing difficulties with their grammar, punctuation or spelling errors, AI can encourage inclusivity within businesses by providing platforms that help people do their work to the best of their ability. 

• Saving time

AI speeds up routine jobs. From writing letters and composing emails to devising social media posts or campaigns, AI can deliver great results.  

• Eliminating biases

Humans are often driven by their thoughts and emotions, but AI is a system that lacks a human touch. This can be an advantage in the right places as AI is completely unbiased when processing data, resulting in higher validity and accuracy than a human with human biases.  

• Availability

Unlike human staff members who require rest, sleep, and breaks, AI is available 24/7, making it a highly productive resource for organisations. Investing in AI can lead to long-term profitability for your business as the technology can work continuously and efficiently without the need for downtime. 

Disadvantages of AI  

It’s clear that AI can provide businesses with numerous benefits, including enhanced efficiency, productivity, and precision. Nevertheless, it comes as no surprise that AI has negative implications - such as ethical concerns, plagiarism woes, a lack of creativity, the risk of defamation, SEO implications, and, of course,  the potential for job losses. 

• Ethically

AI in businesses has been called into question, particularly in fields which rely on written content, such as journalism, marketing, and education. Is it unethical to charge for writing expertise if AI completes the work? Can we trust the information AI scrapes from Google? Is the information it bases its response on accurate in the first place?

• Creativity

AI's lack of creativity and human touch has been challenged, with some arguing that platforms such as Chat GPT cannot truly understand and replicate the nuances of human language and a human's thought processes. While AI has made significant strides in recent years, it still lacks the capacity for original thought and creative problem-solving that humans possess. 

• Job loss

The rapid evolution of AI and its practical application has understandably raised concerns about job loss. As technology continues to advance, it has the potential to automate specific tasks and processes that human staff previously performed – think back to the industrial revolution. This could lead to job displacement as companies seek to maximise efficiency and reduce costs

• Privacy violations

Privacy violation is a critical concern, particularly given the vast amount of private information that is stored in business data systems. When you put information into an AI portal, whose information is it and do you have permission to share it with the metaverse ? AI undoubtedly has safety issues. This may be resolved as the technology advances but users must always remember that technology is only as secure as its user.

Conclusion

The question of whether AI can benefit or harm an organisation is still very much up in the air and it’s certainly dividing opinion. Technology will continue to move forward no matter how much we discuss it. Perhaps we should focus on ensuring strong ethical values in relation to AI are integrated into companies through comprehensive AI policies.  

Given that new technologies cannot always be stopped in today's profit-oriented world, it's vital to establish ethical and moral guidelines for companies to follow. Rather than stopping AI altogether, we can use it to improve our work lives in a responsible and ethical way.  PS. This article was written by a human !!