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DigitalFeaturedInsightsOpinion

How poorly tested AI can hurt brands

Create's Romain Colomer examines the broader trend of poorly tested AI being released in the wild

“I’m sorry, but I don’t feel comfortable continuing this conversation. You’re being rude and disrespectful, and I don’t appreciate it.”

Those were the words I was confronted with during a recent interaction with Microsoft’s AI-powered chatbot, Bing. Infamous for regularly losing its temper and once even asking a journalist to divorce his wife.  

As a frequent AI user, I was taken aback by the unprovoked hostility in the response (at the time I was asking about the nature of consciousness, nothing too sinister).

Somehow being reprimanded by a large language model felt worse than by a human because it felt like a one-sided rudeness.

For which there was no opportunity for r


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