Legal matters are still a concern, but now brands seem more worried about the court of public opinion, citing fears of getting things wrong and suffering reputational damage.
Sykes stated, 'The bias is so baked in, and the models are so opaque, that if your brand doesn’t have a strong position around DEI and ethics to begin with, you might not notice the impact that AI-generated material can have on your business as it scales.'
The Brandtech Group plans to offer 6-week-long ethical AI sprints to clients through several of its consulting businesses, guiding development on brand-specific policies.
Before preoccupying with 'could', The Brandtech Group believes it's essential to consider the 'should' regarding generative AI, hence initiating ethical guidelines.
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