Understanding the risks of over relying on AI - Rednodo Agency - Article - Rednodo

Understanding the risks of over relying on AI

Isabella Naranjo - Author - Rednodo

Isabella Naranjo

With the rise of Artificial Intelligence (AI) in digital spaces, most marketers now a days are flocking to use this tool due to the technology’s unparalleled efficiency and convenience. AI promises to help marketers complete their tasks of market research and campaign optimization. However, as a relatively new technology, how much can we rely on it without risking the accuracy and effectiveness of our campaigns? It's imperative that marketers and others recognize as well as understand the nuances, limitations and risks that come along with overly relying on its capabilities.  

Unfortunately, there are real life examples of industry giants falling victim to over reliance on AI’s capacity. For one, AI relies on predefined algorithms that can inhibit bias and perpetuate inaccuracies if not carefully calibrated. In the case of technology giant Amazon, a recruitment tool using artificial intelligence was being used for new hires but was overly favoring male candidates over female due to its algorithm. This case highlights the importance of ongoing research and testing to help reduce oversights and potential discrimination when using this tool in corporate settings. 

Furthermore, because of its machine learning ability it relies on historical data, and predefined rules. AI struggles to adapt to real-time changes like when Google introduced its Google Flu Trend tool that promised to provide users with accurate flu trends by relying on certain keywords that users input into the search engine. This failed because people making flu-related Google searches often know very little about the virus itself and may confuse their symptoms with those of other illnesses such as the common cold that present similar symptoms. After Google kept trying to implement corrections that still failed, the company finally discontinued the model in August 2015 after years of inaccuracies.  

Seven years later, the artificial intelligence world was revolutionized again as OpenAI’s ChatGPT chat bot was introduced to the world leading to a breakthrough in powerful chatbots and virtual assistants. Even though chatbots had existed for years, none were as readily available and powerful as this one. Despite the many pros that this tool offers, when put into the wrong hands it can exploit and spread misinformation to uninformed and naive masses. 

Considering these challenges, it becomes essential to approach AI with caution and foresight. Rather than blindly relying on this tool, marketers need to do their own research and adopt a critical approach. Then by recognizing its virtues and its limitations we’d be able to prioritize ethical considerations and minimize errors in campaigns. We need to remember that AI can help us but not do our job.

Isabella Naranjo - Author - Rednodo

Isabella Naranjo