Should businesses be using generative AI tools?

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Generative AI is one of the most talked about technologies in 2023 — for good reason.  


You’ve probably come across the likes of DALL-E 2 when scrolling LinkedIn or heard people debating whether ChatGPT will be the end of the creative industry as we know it. But what is generative AI, and what’s all the fuss about? 


Generative AI describes algorithms used to create new content, including text, code, images and videos. Recent breakthroughs in text and visual AI generation have the potential to change how we approach content creation drastically. In some cases, they could even do a lot of the legwork for us. 


Sounds good, right? But before we all jump on the generative AI bandwagon, it might be worth understanding the pros and cons of using these technologies for businesses… 


What are the benefits of generative AI?


For any modern company, being online is essential for survival — it’s where the magic (and by that, we mean marketing) happens.  


And for business owners, CEOs and managers, staying active online and having a strong social media presence is the key to staying in the loop with industry news and updates, keeping an eye on the competition and sharing valued thoughts and insights. 


However, creating content for your business might not be at the top of your priority list — it might not even be on your radar.  


That’s where generative AI tools come in handy. 


Using solutions like ChatGPT, you can produce relevant blogs, articles, social media posts and presentations with just a few simple prompts. These generative AI models are built on immense amounts of data from the internet, fine-tuned to retrieve and construct all the information you need.  


So, whether you’re after an article that’ll help you stand out as a thought leader in your field, or you’d just like a hand with idea generation for your brand’s next campaign, these technologies can save time and money that you’d otherwise spend outsourcing a marketing whizz or content creator. 


But before you go in all guns blazing, let’s take a minute to consider some of the drawbacks and limitations of generative AI 


What are the considerations for using generative AI?


Yes, it’s clever how the likes of ChatGPT scour millions of sources to create your written content. But is it original? 


Generative AI could be using copyrighted material to formulate your content — presenting possible legal issues from the original owner. Plus, with no attributed sources to fact-check your information, not only could your content belong to someone else, but it could also be inaccurate.  


It wouldn’t be difficult to slap your name onto anything created by an AI chatbot and claim it as your own. But to ensure you’re not spreading misinformation, it’s important to be vigilant about where you find the information you share with your audience — and generative AI doesn’t make it easy to do that. 


So, where do you draw the line? Representing your business authentically online is crucial, so passing off AI-generated content as your own may not be the wisest move. Without a (very) thorough read-through, you could even be publishing harmful content — and that’s not good for any organisation’s reputation.  


And then there’s data security. If we’ve learned anything from Samsung’s internal data leak to ChatGPT, it’s that business executives must be careful about the safety and reliability of their generative AI systems — including the risks of exposing their company to data breaches through malicious ChatGPT Chrome extensions. This concern was the overarching factor that pushed Italy to ban ChatGPT, claiming OpenAI was not legally authorised to gather user data. 


But it’s not all doom and gloom. Generative AI has its uses, and business leaders have the opportunity to make these emerging technologies work in their favour.  


So, how can we make the most of their convenience without compromising quality? And how can you ensure you use generative AI productively, safely — and responsibly? 


What’s the future of generative AI for your business?


We’re only in the early stages of generative AI, yet its adoption by the private and corporate business sectors has been almost immediate. So, it’s no wonder there are some concerns surrounding its safety.  


Moving forward, generative AI developers must work with policymakers to establish safety practices and risk management so these tools can be used without dangerous repercussions. And for business owners and CEOs everywhere, whilst legislation struggles to catch up with fast-paced AI evolution, it’s time to take the ethical use of generative AI into your own hands… 


Business executives should have a basic knowledge and awareness of what generative AI is, how it works, what it can do and its potential benefits and risks. From webinars and training workshops to online resources, there are loads of ways to learn how to use generative AI tools effectively. 


Planning on using generative AI to complete day-to-day tasks within your business? It’s time to establish and implement clear policies for the regulated use of generative AI systems in the workplace. Whether that’s through codes of conduct, checklists or audits, ensure you and your employees comply with legal and ethical requirements and expectations when using generative AI tools. 


As long as we heed the latest advice, we can continue exploring the applications of this technology and ensure it supports (rather than replaces) the human ideas and conversations that are the foundations of a truly successful enterprise. 


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