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AI Washing: How To Tell When You’re Being Taken Advantage Of

Dec 02, 2024 - forbes.com
The article discusses the prevalence of artificial intelligence (AI) in various products and services, and how some companies may exaggerate their use of AI, a concept known as "AI washing". AI is defined as technology that enables machines to learn from experience, adapt to new inputs, and execute tasks resembling human capabilities. Examples of AI applications include digital voice assistants, facial recognition, speech recognition, navigation systems, robotics, virtual assistants, and fraud detection systems. However, some companies have been criticized for making exaggerated AI claims, such as Coca-Cola's AI-powered drink and beauty industry products touted as "AI-powered".

The article also discusses the evolution of AI, with the latest being generative AI technologies. It explains that many products rely on algorithms, sets of instructions that may include multiple inputs and outputs, and if/then instructions. The article concludes by advising consumers and business owners to evaluate whether a product can analyze, learn, and make decisions based on that analysis and learning, which are the characteristics of AI technology. It also suggests that the evaluation of these capabilities may happen irrespective of AI claims.

Key takeaways:

  • Artificial Intelligence (AI) enables machines to learn from experience, adapt to new inputs, and execute tasks resembling human capabilities. It includes automation, analysis, learning capability, and decision-making capability.
  • AI is being used in various products such as digital voice assistants, facial recognition, speech recognition, navigation systems, robotics, virtual assistants, text, image, and audio generation, and fraud detection systems.
  • Some companies are exaggerating their use of AI technology, a concept called “AI washing”, and have faced legal actions and criticisms for deceiving consumers with AI hype.
  • AI's definition has evolved with the technology, and it's important for providers to ensure users understand which content was created by humans, obtained directly from sources of record, or generated by AI.
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