Navigating the ethical landscape of AI-driven content creation

While AI holds the potential to transform the creative industry, we must also be aware of its ethical implications

Image Credit: Publicis Groupe

Artificial Intelligence continues to spur discussions about a transformative future and its potential to reshape our professional and personal spheres. Particularly in content creation and editing, AI has ushered in a new era.

The intersection of AI-powered chatbots with editing software has triggered a paradigm shift in the content creator’s experience. These chatbots, powered by algorithms and natural language processing capabilities, offer real-time advice, tips and guidance customised to the specific needs of a project. The result?

A seamless blend of AI and the human creative process, leading to improvements in quality and efficiency. It’s not just about using AI to boost productivity, it’s about nurturing creativity.

We anticipate the emergence of more tools. AI is forecasted to play a decisive role in crafting personalised video experiences based on individual preferences and viewing habits. Like generating custom highlight reels from sports events, news broadcasts based on a user’s content preferences or create tailored movie trailers. Such personalised video experiences could disrupt the entertainment industry, making content more captivating and relevant.

However, ethical implications need to considered. AI-generated deepfakes have already rung alarm bells about potential misinformation and manipulation in the digital realm.

This is why there’s a pressing need for regulations that ensure the ethical usage of AI in content creation. Moreover, AI systems can accidentally propagate bias and discrimination based on the training data they are fed.

For example, an AI system trained primarily on Western films might lack sensitivity towards or accurate representation of cultural nuances from other regions. Such biases could potentially lead to unfair representation or even the continuation of stereotypes.

As content creation experts, we understand the importance of localisation of content and the backlashes that stereotyping might cause.

To navigate these challenges, we must prioritise transparency, accountability, and privacy when designing and deploying AI-driven video editing tools.

This involves being forthright about how AI systems make decisions by taking responsibility for the outcomes of those decisions and safeguarding personal information that AI systems may handle.

Ethical AI development is not just about creating algorithms that are fair, transparent, and respect privacy. It’s also about understanding the socio-political contexts in which AI operates and the potential effects on societal structures and norms.

While AI holds the potential to transform the creative industry, we must also be aware of its ethical implications. By fostering a culture of ethical AI use, we can ensure that AI becomes a force for good, ushering in an  era of creativity that will drive us forward.

By Houssam El Boutari, Agile Studio Lead, Publicis Groupe and Mohamed Abu Gabal, Social Content Lead, Publicis Groupe