Should AI For Marketing Be Regulated
Should AI For Marketing Be Regulate. In early October of this year, Blade Runner 2049 hit movie theaters. It was the long-anticipated sequel to the original 1982 film, Blade Runner. This film depicts a dystopian society, one where humans subsist alongside machines. The only vehicle for distinguishing man from machine is a complex psychological test.
The release of the most recent Blade Runner film has further fueled the long-standing debate as to whether artificial intelligence (AI) should be subject to regulation. One domain that has been quick to adopt AI technology is marketing. There’s little debate that AI will fundamentally alter the marketing landscape. Already, the use of chatbots–the likes of Apple’s Siri, GoogleAssistant, Amazon’s Echo, Microsoft’s Cortana, etc.–has empowered marketers to increase and optimize engagement with consumers. As well, AI has enabled marketers to more effectively target consumers and develop more relevant personalized content.
As with any new technology, the far-reaching potential of marketing AI comes with concerns, especially when it comes to consumer data privacy. Many have gone so far as to call for a “Blade Runner rule” that would render illegal AI applications (like social media bots, chatbots, and virtual assistants) that conceal identity and/or pose as humans. According to a recent report by SYZYGY, 79% of Americans believe the use of AI for marketing purposes should be regulated with a legally-binding code of conduct.
When it comes to establishing a regulation for AI, there are three fundamental considerations:
AI should be leveraged with high levels of integrity. AI tools should not, for example, engage in malicious actions such as stock manipulation or cyberbullying. When it comes to marketing, the customer is king. AI marketing should help streamline the customer experience and/or empower consumers to make advantageous purchase decisions. It’s essential that AI not mislead, deceive, or harm consumers. The results could be catastrophic.
Consider, for example, Face2Face, an AI software application developed at Stanford University. The software allows users to manipulate video footage such that their facial expressions match those of the person on video. The technology has been used to manipulate videos of President Trump, George Bush, Barack Obama, Vladimir Putin, and others with high degrees of accuracy to create “fake news”.
Should AI For Marketing Be Regulate. In early October of this year, Blade Runner 2049 hit movie theaters. It was the long-anticipated sequel to the original 1982