A few years ago, if a large company waed to produce an advertiseme, you had to spend a lot of money and time on research and filming, but today, thanks to artificial ielligence tools, the same steps are done with a fraction of the cost and time. The speed of turning ideas io implemeation in the marketing world has slowed down and every week a new tool is iroduced that promises to work faster and cheaper. Now 57.5% of marketers use artificial ielligence for coe creation. However, in the midst of this rush, the main question for managers should not be, “What is the next tool?” rather, they should ask “at what price?”. The future belongs to those brands that include ethics in their strategies.
If you are a company manager or a brand owner, in order to be ethical in working with artificial ielligence, you should think about these 3 questions:
1. Have we measured the impact of artificial ielligence on the culture of our society?
Examining the impact of technology on societies is esseial because large linguistic models still fail to understand the cultural nuances that build audience trust. These models sometimes slip in observing subtle but importa pois, such as the way of writing the names of some ethnic groups or respecting the specific titles of the natives.
Language evolves every day, and too much automation can destroy human subtleties and user trust. Instead of relying eirely on generic tools, managers should go for tools that are designed with cultural awareness and properly reflect the voices of differe communities.
2. Are we transpare with our audience about the use of artificial ielligence?
Transparency in the use of AI is importa to maiain autheicity and preve audience deception, as tools like Sora blur the line between reality and fake coe. When a high-quality video or image is produced by artificial ielligence, it is difficult for the audience to recognize its inautheicity. This issue can lead to more serious risks such as strengthening racial stereotypes and inequality.
For example, digital influencers created without careful supervision and by uninformed teams may prese offensive caricatures of minorities. As Ruha Benjamin, author of the book “Race After Technology”, says, technology does not create problems, but reflects or hides existing inequalities. So brands need to be clear about how and why they use AI.
3. Do we prioritize data more than human values?
The priority should not be with the data; Because over-reliance on technology reduces critical thinking skills, and brands must prioritize humanity over data dominance. The coinuous use of artificial ielligence to speed up the production of differe coe in the long run makes the human mind lazy.
Some leading organizations now include clauses in their coracts that limit the use of artificial ielligence. This is not an objection to efficiency, but rather a message that speed should never come at the cost of sacrificing autheicity and human values. In general, it is expected that in the future, transparency and ethics will be the most importa distinguishing features of innovative companies.
