I roto i tētahi rangahau i tapaina ko "AI Slop or Not? Navigating the Risks and Opportunities of Ad Proximity to AI-Generated Content," i ine tika a Zefr, he kamupene hangarau ā-ao mō te manatoko kounga i roto i ngā pāpāho mamati, i te mahi a te pānuitanga ina whakanohoia ki te taha o ngā momo ihirangi rerekē i hangaia e te matauranga horihori.
I whakahaerehia te rangahau e OM Media Trials, he wāhanga motuhake i roto i a Omnicom Media e ārahi ana i ngā rangahau ritenga me ngā putanga pāpāho me ngā tūāpapa hangarau pānuitanga hei tūhura i te pānga o ngā pāpāho ki ngā whakatau a ngā kaihoko i te ao o te mana, e kapi ana i te Hononga o Amerika me Kanata. I whakaritea e te rangahau te tirohanga a te hunga whakarongo ki tēnei ihirangi kua hangaia me te tata o te waitohu i roto i ngā mākete rerekē.
E wero ana ngā hua i te ia o te whakaaro ki te tapa i ngā ihirangi AI katoa he "parapara". Ko te kupu Pākehā e kī ana he ihirangi kounga iti, he mea hanga nui e te matauranga horihori, kua waipuke i te ipurangi. Nō reira, e whakaatu ana te rangahau he rerekētanga nui i waenga i ēnei whakaputanga me ngā rauemi whakaputa uri me ngā wheako auaha, whakahihiri, waitohu rānei.
"Kei te tere haere te kore e taea te karo i ngā ihirangi i hangaia e te AI mō ngā kaiwhakatairanga, engari he hē, he whakawhāiti hoki te whakaaro ki a ia hei wāhanga mōrearea kotahi," te kī a Jon Morra, te Āpiha Matua o te AI i Zefr. "E whakaatu ana ngā rangahau ka taea e ētahi taiao AI te whakaputa hua pai mō ngā waitohu, ko ētahi ia ka whakauru i ngā mōrearea tūturu. Ko te rerekētanga kei roto i te momo whakaputa me tōna hanganga ki ngā uara o te waitohu," te tautohe a te kaiwhakahaere.
Te mātauranga whakaputa uri me te kore haumaru mamati
Haunga te haumaru o te waitohu, e whakaatu ana te rangahau i tētahi wero nui ake mō te pūnaha matihiko: kei te piki haere te koretake o ngā kaihoko mēnā he pono, he hangai rānei ngā mea e kitea ana e rātou i runga ipurangi. Inaa, e 32% o te iwi e whakapono hē ana ko ngā ihirangi i hangaia e te tangata he mea hanga e te AI, ā, he maha ngā wā ka hē te tautuhi a te hunga whakarongo i ngā ihirangi e pā ana ki ngā tāngata rongonui me ngā whakaahua whakaipoipo hei mea pono.
Kāore ngā kaiwhakamahi i te noho tū motuhake i roto i tēnei tautohetohe: 81% e kī ana he iti rawa te momo rauemi i hangaia e te AI e kiia ana he koretake mō te hononga waitohu, ā, ka tohaina te kawenga puta noa i te pūnaha katoa, tae atu ki ngā waitohu, ngā tūāpapa, me ngā kaihanga ihirangi. I kitea anō hoki e te rangahau he nui ake te aro o ngā kaihoko i Kanata ki te tata o ngā waitohu me ngā ihirangi i hangaia e te AI i ngā kaihoko i te United States.
Ahakoa rā, ehara ngā ihirangi hangarau i te mea kino ki ngā waitohu. I roto i ētahi wāhanga iti, tae atu ki te whakatoi, ngā whakaaturanga whakakatakata, me ngā whakaaturanga auaha, kua hua ake te maumahara me te tirohanga ki te waitohu nā te tata ki ngā pānuitanga.
E ai ki a Edvaldo Silva, te Kaiwhakahaere Rohe o Zefr i Amerika Latina, e whakaatu ana tēnei ka taea e ētahi taiao matauranga horihori te whakarei ake i te pānga o ngā kamupene, kaua ki te whara i a rātou. "He mea nui rawa atu tēnei kōrero i te mea ka tere te tipu o ngā ataata i hangaia e te AI i runga i ngā papaaho, ā, ka tīmata te nuinga o ngā kaihanga ki te whakamahi i ngā taputapu whakaputa i roto i ā rātou rerenga mahi whakaputa," tana whakamārama. I tētahi atu taha, ko ngā hua kino he nui ake te hononga ki ngā ihirangi tinihanga, ngā ihirangi rite ki te pāme, ngā ihirangi rānei e whakaputa ana i te koretake mō te hunga whakarongo.
"I te piki haere o te rongonui o ngā ihirangi i hangaia e te AI i runga i ngā papaaho matihiko, ka neke te wero mō ngā waitohu mai i te karo noa i ngā tūponotanga ki te mārama ki te horopaki. Ehara i te mea he kino ngā ihirangi AI katoa; ko te mea e rerekē ai ko tōna hanganga ki ngā uara waitohu me te māramatanga mō te kaihoko. I Brazil, e kite ana mātou i te piki haere o te hiahia mō tēnei taumata o te mātauranga, inā koa i roto i tētahi taiao hihiri pērā i te pāpāho pāpori," te kī a Silva.
Mā te mārama me te māramatanga ka pai ake ngā hua
E whakaatu ana hoki te rangahau ka taea e te māramatanga te whakapai ake i te urupare a ngā kaihoko. E 41% e kī ana he pai ake tā rātou tirohanga ki ngā waitohu ina kitea mārama he whakamahi hangarau ngā ihirangi, ā, ko ngā kaihanga pono me te whakamahinga mārama o ngā taputapu AI ka whakakaha ake i tēnei tirohanga.
I tētahi atu taha, ina kore e taea e te hunga whakarongo te wehewehe mēnā nā te AI, nā te tangata rānei te ihirangi i whakaputa, ka heke te maha o ngā tohu pēnei i te manakohanga, te whakawhirinaki, me te hiahia hoko. "Tērā pea ka nui haere te rongonui o ngā ihirangi AI i roto i ngā marama me ngā tau e haere ake nei," te kī a Kara Manatt, te EVP o Intelligence Solutions i OM Media Trials. "Ehara te otinga i te aukati i tētahi kāwai katoa, engari ko te tuku i te mana whakahaere me te mātauranga ki ngā waitohu kia rite ai rātou ki ngā taiao tika me te karo i ngā mea e tūpono ana ki te mōrearea," tana whakatau.
Hei tango i te pūrongo katoa, haere ki: https://zefr.com/ai-slop-or-not
