Should Brands Follow Ethical Guidelines for AI Use?

AI’s pending disruption of the worlds of content material and advertising and marketing continues to make headlines. But this week, some ethics-focused information and an intriguing survey of entrepreneurs on the topic grabbed our consideration.

The PR Council issued guidelines on the moral makes use of of generative AI based mostly on the group’s current code of ethics and rules.

The @PRCouncil gives guidance on the ethical uses of generative #AI via @CMIContent. Click To Tweet

CMI’s chief technique advisor Robert Rose shared his ideas on this week’s CMI News video. Watch it under or hold studying for the highlights.

Keep ethics in thoughts when utilizing AI

The PR Council is an business affiliation that educates and supplies thought management about earned media. It particulars a number of AI ethical guidelines to consider, together with these two:

  • Exercise warning when coming into confidential shopper info in generative AI instruments. For instance, don’t use the instruments to create the primary draft of a brand new product press launch, inside workers memos, shopper enterprise plans, or confidential analyst studies.
  • Disclose to shoppers when generative AI instruments are utilized in any a part of the artistic course of. The council suggests incorporating the disclosure into contracts and calling it out for particular person works if the company makes use of AI extra regularly.

Fulfilling your moral obligations while you work with shoppers is crucial. But even if you happen to work with inside groups on probably confidential issues and simply use AI to summarize content material, it is best to contemplate adopting the rules.

After all, no matter you ask ChatGPT to create turns into a part of its studying mannequin. (In the long run, OpenAI may introduce a new product that permits you to stop your content material from coming into the general studying mannequin. Some marketing-focused AI instruments have already got this characteristic.)

Don’t input confidential information into #ChatGPT prompts. All that data becomes part of its learning model via @Robert_Rose @CMIContent. #AI Click To Tweet

But ethics can’t thwart job loss fears

In different AI information, Beantown Media Ventures (BMV) shared the results of its content marketing survey this week, and never surprisingly, it had an AI element.

Nearly seven in 10 entrepreneurs consider AI writing instruments, comparable to ChatGPT, will substitute no less than a few of their writers over the following 5 years. The different third suppose AI platforms will solely complement the work of their writers over the following 5 years. (Also noteworthy, 45% of entrepreneurs are growing their content material advertising and marketing budgets in 2023.)

Seven in 10 marketers say #AI writing tools will replace at least some of their writers over the next five years, according to @BeantownMV #research via @Robert_Rose @CMIContent. Click To Tweet

So what must you do about AI?

CMI’s chief technique advisor Robert Rose will get into the worry round generative AI content material in his column subsequent Tuesday (May 2). But right here’s a preview: He thinks the trope, “AI won’t replace you, but someone using AI will,” is fear-based and misguided.

However, Robert approves of the PR Council’s moral pointers. “They give you a great reason to pause and ask how you want to use new AI tools in your operations,” he says.

“Do you want to replace smart, insightful people who can handle confidential information, provide insight, and challenge the status quo? AI won’t do that,” Robert notes. “If you ask AI to write a press release about a product, no AI in the world will say, ‘Hey, maybe you shouldn’t do that. Maybe it would be better to issue a white paper instead.’”

So depend Robert amongst those that anticipate AI platforms to complement advertising and marketing groups’ work somewhat than substitute them.

“Just by being there, storytellers infuse value. If they weren’t, you’d already be laying them off,” he says. “AI isn’t going to replace that value.”

How do you’re feeling about your future in content material and creativity on this planet of generative AI? Let us know within the feedback.

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Cover picture by Joseph Kalinowski/Content Marketing Institute