When we imagined the future, we used to focus on the benefits and positive changes that new technologies would bring. Evidence of this orientation can be seen in the illustrated visions in the form of cartoons and animated series that invited us to sigh with hope for a less exhausting world. However, in other media, such as literature, ethical dilemmas and profound doubts about the implications of technologizing and automating human work were raised.
Now that Artificial Intelligence is a reality (although it remains in the midst of its learning curve), concerns arise that compel debate. If years ago there were already conflicts with bots and other applications that mimic certain human actions, now these conflicts have increased in magnitude and intensity. There is talk of a dead internet, or a network whose content was not created by people. For this reason, we list four challenges for our segment in this conflict.
Satisfaction. In the early years of the internet, most of the content entered on websites and social networks was genuine. For this reason, it was another way to understand consumer sentiment. Based on this, and because it allowed for faster communication, the creation of product and service review platforms was spurred. However, now most comments are inferred, and in some cases confirmed, to be the product of bots or AI iterations. Therefore, we suggest you gauge your customers’ satisfaction by asking them directly.
Inaccuracies. As we have mentioned in other blog posts on this topic, AIs still do not deliver flawless products. This is due to the release of early or cut-down versions, the real-time sophistication of their learning processes, biases from low-quality input and repetition, as well as vague instructions given by users. Therefore, many products using this tool induce errors or discomfort in many consumers when they detect these shortcomings. Carefully review what AIs deliver and retain human oversight of everything related to these tools.
Rejection. Despite the widespread enthusiasm for the use of Artificial Intelligence, a phenomenon seen in many previous situations has emerged in public opinion: questions about the consequences of its integration. Every change implies giving up something in exchange for a series of benefits. Examples of transformations that generated discussion include the automobile, television, the personal computer with internet access, and image editing software. In the end, all were assimilated, and solutions were found to their particular challenges. Ultimately, AI is a tool, not a substitute for people.
Ethical dilemma. The debate defining the appropriateness of AI use involves a considerable number of situations. To cite one specific example, within the multimedia industry, there is a kind of race among large companies to introduce the technology as quickly as possible and in every project. The result is a series of content products that consumers already perceive as generic and soulless. It is recommended to moderate the use of entirely automated content and to seek the work and supervision of experts.
Based on past experience, we believe that these and other challenges we face as consumers and users of this innovation will find solutions, and we will be able to integrate it effectively and appropriately into our reality. It’s not about demonizing these technologies or hindering their development. However, given their previously unimaginable reach, we must exercise great caution and sound judgment when applying them in market research. Our sector is centered on people, and therefore, we must prioritize obtaining truthful and organic responses as the starting point for our analyses.
At Acertiva, we are also in the midst of this revolution and have integrated several of these applications into our processes. Thanks to our more than twenty years of experience in the field, we can help you achieve your Market Research objectives. We have offices in Brazil and Mexico to cover LATAM. Contact our team of analysts today. Let’s start writing your next success story.
Short Link: