AI usage and development is happening at rapid fire these days. Meta and Microsoft already released Llama 2, their next generation of “open source large language model”. Marketers are being asked to not only have an opinion on AI, but how and where it will be adapted into their strategy.
Colleen Marks, Yahoo’s Sr. Director & Head of Branded Content, is one of those same marketers. Unlike the thousands of AI checklist and guides on how to leverage its usage quickly and efficiently (who doesn’t love a tool to write copy after all?!), Marks recommends exercising caution. Examining all the potential red flags and how AI fits into YOUR strategy — not the other way around.
TLDR; Using AI Ethically Checklist
What are the potential negative impacts of AI on my marketing and how do I combat them?
- Red flag: AI is receiving information from everywhere, which includes incorrect data. If you’re from a highly regulated industry, exercise caution.
- Your fix: Ask to show its sources and take time to review and validate the answers!
- Red flag: What goes in, will come out. Remember that AI is crawling sources, which inherently have bias. Make sure to have a ‘gut-check’ moment before putting in prompts AND using its output.
- Your fix: Use clear, inclusive language. Keep validating to best reflect the language, thought and systems of today.
✔️ Sustainability & Environmental Impact
- Red flag: These models and tools require an incredible amount of energy, especially in present discovery phases. Training a single AI model emits as much carbon as 5 cars in their lifetime!
- Your fix: Understand your company’s environmental pledge and how that aligns with AI use. Consider the potential risks and test on a small scale.
Next steps: Guidelines for your organizations AI usage
✔️ Request and/or lead a company-wide list of approved generative AI tools (Hint: It shouldn’t be all of them!)
✔️ Develop rules around usage and safeguarding proprietary information
✔️ Include disclosure language and requirements for any creative or messaging