Generative AI can save time, but it also hallucinates material, inventing facts and then conveying that material confidently. We need to use caution and not put our complete faith and trust in automated systems.
Marc Watkins, University of Mississippi.
Image Via Klau2018
Artificial Intelligence signifies a new era of marketing and content creation — but not in the way some people believe. At present, too many businesses are misusing a technology they do not fully understand, putting profits over integrity in the process. GreenePage Marketing refuses to do that.
We do not use AI-generated content, nor will we. We’ve always held ourselves to a high standard of quality and accuracy. Content produced by machine intelligence fails to meet those standards in several ways:
- The data produced by AI is frequently unverified and frequently plagued with inaccuracies and hallucinations.
- Many generative machine learning models are largely trained on data pulled from public articles and communities such as Reddit with little regard for copyright.
- Without human input, the content produced by AI is derivative and unoriginal. Algorithms cannot create; they can only imitate.
- Public tools such as ChatGPT are too prone to data leaks to be trusted with sensitive or proprietary information.
- GenAI technology tends to be a black box, lacking transparency and explainability.
With all that said, we are not entirely foregoing the use of generative AI. We still regard the technology as revolutionary. We simply believe that AI must be deployed and leveraged ethically and responsibly — and that machine intelligence should empower but never replace human intelligence.
Our approach is closely-aligned with Microsoft’s Responsible AI Standard, emphasizing fairness, security, accountability, transparency, safety and inclusivity.
At GreenePage, we refuse to provide anything but the best to our clients. We refuse to cut corners or sacrifice our integrity to make a quick buck. And we refuse to put the reputation, security, and privacy of our clients at risk.
Marketing ultimately remains a human-driven profession — and anyone who thinks AI will change that is quite simply missing the point.