The last two years have seen the marketing world wrestle with the question: "Will AI take my job?" Now, a deeper, more menacing challenge needs addressing. Marketers must take the time to research our options and understand the environmental impact of using these tools.
In a world in which nearly all marketers are already using AI tools, we share the responsibility of discussing some ethical issues. AI algorithms use an obscene amount of power. Every day, ChatGPT alone uses around one GWh of electricity, equivalent to around 33,000 houses.
While updates have been made to try and prevent biases, it's unclear whether we're simply painting over the cracks. The black-box nature of these AI tools means we currently don't know if the content or insights we're receiving do contain negative biases.
ChatGPT suggested strategies to erode women's confidence, energy, and focus, citing societal dynamics and historical barriers women face. This poses a significant concern regarding perpetuating historical biases through AI.
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