How Marketers Are Navigating AI's Language Gap
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AI News
Biases will exist when white men are building most AI tools
The language gap can create risks for brand executions, according to Andrew McKernan, group vp of content and consumer experience strategy at Razorfish.
Trishla Ostwal
When Mike Sotelo, vice president of digital content and experience at ad agency Alma, experimented with OpenAI’s generative artificial intelligence tool GPT-3 in Spanish earlier this year, it wasn’t long before he came across a language gap.
Sotelo entered two prompts: “How does a guey [a Mexican-Spanish slang term for a man] look in Miami?” and, “How does a tio [a Spain-Spanish slang term for man] look in Miami?”
While the AI model’s response correctly identified “tio” as a male, it did not recognize the term “guey” and instead provided a gender-neutral term in its response.
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This story first appeared in the Nov. 14, 2023, issue of Adweek magazine. Click here to subscribe.
Trishla Ostwal
@trishlaostwal
trishla.ostwal@adweek.com
Trishla is an Adweek staff reporter covering tech policy.
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AI News. Biases will exist when white men are building most AI tools. The language gap can create risks for brand executions, according to Andrew McKernan, group vp of content and consumer experience strategy at Razorfish. Trishla Ostwal. When Mike Sotelo, vice president of digital content and experience at ad agency Alma, experimented with OpenAI’s generative artificial intelligence tool GPT-3 in Spanish earlier this year, it wasn’t long before he came across a language gap. Sotelo entered two prompts: “How does a guey [a Mexican-Spanish slang term for a man] look in Miami?” and, “How does a tio [a Spain-Spanish slang term for man] look in Miami?” While the AI model’s response correctly identified “tio” as a male, it did not recognize the term “guey” and instead provided a gender-neutral term in its response. WORK SMARTER - LEARN, GROW AND BE INSPIRED. Subscribe today! To Read the Full Story Become an Adweek+ Subscriber. View Subscription Options. Already a member? Sign in. Click for more from this issue. This story first appeared in the Nov. 14, 2023, issue of Adweek magazine. Click here to subscribe. Trishla Ostwal. @trishlaostwal. trishla.ostwal@adweek.com. Trishla is an Adweek staff reporter covering tech policy. Nike Names New CMO to Help Write Its Next Chapter. Angel Reese Is Taking Her Game to the Next Level—and Bringing Brands With Her. Exclusive: BuzzFeed Inc. Announces Strategic Shift, Longtime Publisher Steps Down. David Zaslav and Friendships Damaged as a Result of Overseeing CNN. Uber Teen’s First Campaign Captures Relatable Coming of Age Moments. A Video-First Approach to Customer Reviews Thursday, November 16, 2023. Stop Wasting Your Retail Media Budget Thursday, November 30, 2023. The Kansas City Chiefs’ Branding Playbook Tuesday, December 5, 2023. Why an Omnichannel Strategy Will Drive 2024 Success Wednesday, December 6, 2023. Can ChatGPT Create a Great Webinar? Wednesday, December 13, 2023.