If you haven’t heard of the remarkable rise of generative artificial intelligence yet, you must have been living in isolation, far removed from the advancements of modern society. By now, almost every communication professional has been exposed to the capabilities of AI. All it takes is a mere thought, and the machine will take care of the rest – whether it’s drafting press releases, crafting blog entries, or even updating social media posts.

Generative AI refers to the kind of AI applications that generate content such as text, images, and videos in response to human requests. AI has become an integral part of almost all the software tools we use, from Adobe to PowerPoint design utilities.

Arguably the most renowned among these models is OpenAI’s ChatGPT language model, which burst onto the scene in November 2022 and has undeniably revolutionized the way we work.

In recent times, we’ve witnessed multiple instances of generative AI entering the job market. Just recently, the German afternoon newspaper Bild announced its intentions to harness the power of AI, aiming to reduce its workforce expenses. Overall, Europe’s most prominent newspaper plans to cut costs by approximately one hundred million euros (Henley, 2023).

Concurrently, tech behemoth IBM disclosed its strategy to replace as many as 7,800 jobs with AI over the next five years (Ford, 2023). The cultural landscape, too, is not immune to AI’s influence. In June, The Recording Academy, a professional association for music industry insiders in the United States, stated that music generated by AI cannot qualify for the prestigious Grammy Award (Burga, 2023).

Providing Reassurance to Content Creators and Consumers

The impact of generative AI on social policies and content production has ignited spirited debates. Its impact is undeniably substantial, raising ethical questions that cannot be ignored. Many are now advocating for regulatory measures by policymakers that would mandate the disclosure of AI’s role in content creation. It’s a form of safeguarding consumer rights.

Dissenting voices from the online community assert that those who consume content deserve to know which components of images, music, text, or videos are the result of human ingenuity and which are solely products of machine intellect. This is about fostering transparency and promoting fair practices.

The situation draws parallels to products such as food and clothing, which come with exhaustive lists detailing ingredients, production processes, and conditions.

However, challenges emerge when attempting to draw a clear line between AI technology employed in a mechanical capacity and AI functioning independently. Nevertheless, the demand for certification is evident. Skepticism toward machine learning abounds, with some even going so far as to label it the greatest existential threat to humanity, capable of complete annihilation (Cellan-Jones, 2014).

The concept of a certification that validates human involvement in creative processes is novel, but discussions around it must take place sooner rather than later.

This certification can be likened to the Fair Trade certification, which seeks to uplift the conditions of small-scale farmers and laborers in developing nations. Certification for AI would guarantee that a livelihood is being created through the consumption of content.

Legislation Playing Catch-Up

In June, the European Parliament cast its vote on AI regulation, marking the final step before the EU’s trilateral negotiations, where the Commission, Council, and Parliament collaboratively shape the EU’s definitive stance on AI regulation. The EU harbors the ambitious goal of establishing internal markets by setting global and enduring standards for regulation (European Commission, 2023).

Based on current information, the EU’s guidelines suggest an approach to AI usage and development that is tailored to risk levels and specific use cases. AI systems are categorized into four distinct risk tiers, resulting in diverse usage scenarios. Some scenarios will be unequivocally prohibited, while others will be subject to stringent monitoring (Hallamaa, 2023).

The EU’s AI directive has been in development since 2018. Consequently, concerns arise that the directive could be outdated before its implementation. As Professor Gregory O’Hare of Dublin’s Trinity College aptly stated, the pace of AI advancement outstrips the pace of legislative enactment (Aodha, G. N., 2023). Therefore, relying solely on legislative measures for security is not a viable option.

An AI-related certification would serve to ensure consumer protection and empower consumers to make informed choices about the content they consume. Simultaneously, organizations that continue to incorporate human labor could position themselves as socially responsible entities, akin to environmentally conscious companies championing causes such as carbon neutrality and eco-friendliness.

Sources

Aodha, G. N. 2023. AI developing faster than laws aiming to regulate it, academic warns. Published in The Independent 21.6.2023.

Burga, S. 2023. Grammys OK AI Use in Music—But Ban Fully AI-Generated Songs. Published in Time on 18.6.2023.

Cellan-Jones, R. 2014. Stephen Hawking warns artificial intelligence could end mankind. Published on BBC, 2.12.2014.

Ford, B. 2023. IBM to Pause Hiring for Jobs That AI Could Do. Published in Bloomberg, 2.5.2023.

Hallamaa, T. 2023. EU:n tekoälyasetus on paisunut tuotesääntelystä ihmisoikeuksien suojelijaksi – suurta huomiota saanut asetus etenee tällä viikolla. Published on Yle News, 13.6.2023.

Henley, J. 2023. German tabloid Bild cuts 200 jobs and says some roles will be replaced by AI. Published in The Guardian, 20.6.2023.

European Comission. 2023. Eurooppalainen lähestymistapa tekoälyyn.