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How Marketers Are Navigating AI's Language Gap

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Summary

This article discusses the language gap in AI technology and how it can create risks for brand executions. It highlights an example where OpenAI’s generative AI tool GPT-3 did not correctly recognize a Mexican-Spanish slang term for man, and provides a gender-neutral term in its response. The article also provides information about upcoming articles and events related to AI and marketing.

Q&As

What risks does the language gap in AI tools create for brand executions?
The language gap in AI tools can create risks for brand executions, such as misinterpretations and misunderstandings.

How did Mike Sotelo experiment with OpenAI’s generative artificial intelligence tool GPT-3 in Spanish?
Mike Sotelo experimented with OpenAI’s generative artificial intelligence tool GPT-3 in Spanish by entering two prompts.

What language gap did Mike Sotelo encounter in his experiment?
Mike Sotelo encountered a language gap when the AI model did not recognize the term “guey” and instead provided a gender-neutral term in its response.

What strategies can marketers use to navigate the language gap in AI?
Marketers can use strategies such as using human-in-the-loop approaches, leveraging natural language processing, and using AI-powered tools to help navigate the language gap in AI.

What are some upcoming events related to AI language gap?
Upcoming events related to AI language gap include Stop Wasting Your Retail Media Budget on November 30, 2023, The Kansas City Chiefs’ Branding Playbook on December 5, 2023, Why an Omnichannel Strategy Will Drive 2024 Success on December 6, 2023, Can ChatGPT Create a Great Webinar? on December 13, 2023.

AI Comments

👍 This article does an excellent job of highlighting the language gap in AI tools, and how marketers can navigate it. It also provides great insights into the future of AI and how it can be used in marketing.

👎 This article does not provide enough concrete information on how to address the language gap in AI tools. Additionally, it focuses too much on the future of AI and not enough on the present.

AI Discussion

Me: It's about how marketers are navigating AI's language gap. The article points out that when white men are building most AI tools, biases can exist and this language gap can create risks for brand executions.

Friend: That's really interesting. It's concerning that marketers have to navigate an AI language gap because of potential biases. What implications do you think this could have on marketing?

Me: Well, it could mean that marketers will have to be more mindful when creating campaigns. They may need to make sure that their AI tools are not only accurate but also culturally aware. They may need to create campaigns that are more inclusive and respectful of different cultures and backgrounds. Additionally, marketers may need to find ways to ensure that their AI tools are not biased when it comes to gender, race, age, etc. In order to create effective campaigns, they'll need to take into account cultural sensitivities and the language gap.

Action items

Research AI tools and their capabilities to identify language gaps.
Develop a strategy to ensure that AI tools are built with diverse perspectives in mind.
Monitor AI tools for language gaps and take corrective action when needed.

Technical terms

AI (Artificial Intelligence): AI is a type of computer technology that is designed to simulate human intelligence and behavior.
Biases: Biases are preconceived opinions or attitudes that influence a person's judgment or decisions.
White Men: White men are men who identify as Caucasian.
Risks: Risks are potential dangers or losses that may occur as a result of a certain action or decision.
OpenAI: OpenAI is a research laboratory focused on artificial intelligence.
GPT-3: GPT-3 is a generative artificial intelligence tool developed by OpenAI.
Spanish: Spanish is a Romance language spoken in Spain and other parts of the world.
Slang: Slang is informal language that is used in a particular context or by a particular group of people.
Gender-Neutral: Gender-neutral is a term used to describe language or behavior that does not indicate a particular gender.