Although I firmly believe AI is a hugely transformative technology that will change the world in many ways, it’s also clear that there is a lot of hype and hot air around the subject!So, it’s important to be able to tell the difference between what’s real and what is being concocted by marketing departments simply interested in what they can sell us.
It can be seen as a form of bandwagon jumping. The term itself derives from ‘greenwashing’, which is frequently used to describe projects, products or services that overstate how environmentally-friendly they are, to appeal to eco-conscious consumers.· Overstate their capabilities – implying that their AI models and algorithms are more powerful, useful or flexible than they actually are.
· Downplay the amount of human input involved – either on the part of the service provider or the user. It also erodes consumer trust in AI, as users become cynical about claims made by the industry in general. Many companies offer tools that they say can automate the process of creating videos, copy and content. In reality, they often require significant human input in order to generate output of an acceptable quality.
Spotting when companies are trying it on involves developing a skeptical eye for these claims. Look for mentions of specific models, technologies or algorithms that are used, such as natural language processing, neural networks or deep learning. And seek out mentions of ‘transparent’ AI, where companies are open about the types of data and algorithms that are involved.
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