Esifundweni esinesihloko esithi “I-AI Slop Noma Cha? Ukuzulazula Ezingozini Namathuba Okusondelana Nezikhangiso Kokuqukethwe Okukhiqizwe yi-AI,” i-Zefr, inkampani yezobuchwepheshe yomhlaba wonke yokuqinisekisa ikhwalithi kwezokuxhumana zedijithali, ilinganise ngqo ukuthi ukukhangisa kusebenza kanjani lapho kubekwa eceleni kwezinhlobo ezahlukene zokuqukethwe okukhiqizwe ubuhlakani bokwenziwa.
Ucwaningo lwenziwe yi-OM Media Trials, iyunithi ezinikele ngaphakathi kwe-Omnicom Media ehola ucwaningo olwenziwe ngokwezifiso nezitolo zemidiya kanye namapulatifomu e-adtech ukuhlola ukuthi abezindaba bathinta kanjani ukwenziwa kwezinqumo zabathengi esikhathini sethonya, okuhlanganisa i-United States ne-Canada. Ucwaningo luqhathanise indlela izethameli ezibona ngayo lokhu okuqukethwe okukhiqizwe kanye nokusondela komkhiqizo ezimakethe ezahlukene.
Imiphumela inselele ukuthambekela okukhula kokubiza konke okuqukethwe kwe-AI ngokuthi "ukungalungi." Igama lesiNgisi lisikisela okuqukethwe okuseqophelweni eliphansi, okukhiqizwe ngobuningi ngobuhlakani bokwenziwa, okuye kwagcwala i-inthanethi. Ngakho-ke, ucwaningo lubonisa ukuthi kukhona umehluko omkhulu phakathi kwalezi zincwadi nezinto zokukhiqiza ezinolwazi lokudala, oluhehayo, noma oluhambisana nomkhiqizo.
“Okuqukethwe okukhiqizwe yi-AI kuya ngokuya kuba yinto engenakugwenywa kubakhangisi, kodwa ukukuphatha njengesigaba esisodwa sengozi akulungile futhi kuyakhawulela,” kusho uJon Morra, isikhulu se-AI e-Zefr. “Ucwaningo lubonisa ukuthi ezinye izindawo ze-AI zingakhiqiza imiphumela emihle yemikhiqizo, kanti ezinye ziletha izingozi zangempela. Umehluko usehlobo lomkhiqizo kanye nokuhambisana kwawo nezindinganiso zomkhiqizo,” kusho umphathi.
Ubuhlakani obukhiqizayo kanye nokungavikeleki kwedijithali
Ngaphandle kokuphepha komkhiqizo, lolu cwaningo luqokomisa inselele ejulile ohlelweni lwedijithali: abathengi bayaqhubeka nokungaqiniseki ngokuthi lokho abakubonayo ku-inthanethi kuyiqiniso noma kungokwenziwa. Eqinisweni, abantu abangu-32% bakholelwa ngephutha ukuthi okuqukethwe okudalwe abantu kukhiqizwa yi-AI, futhi izethameli zivame ukuhlonza kabi okuqukethwe okubandakanya abantu abadumile kanye nezithombe zocansi njengokungokoqobo.
Abasebenzisi abathathi hlangothi kule mpikiswano: 81% bathi kukhona okungenani uhlobo olulodwa lwezinto ezikhiqizwe yi-AI ezibhekwa njengezingafanele ukuhlanganiswa komkhiqizo, futhi umthwalo wemfanelo wabelwana ngawo kulo lonke uhlelo lwe-ecosystem, okuhlanganisa izinhlobo, amapulatifomu, kanye nabadali bokuqukethwe. Ucwaningo luphinde lwathola ukuthi abathengi eCanada bazwela kakhulu ukusondelana phakathi kwezinhlobo nokuqukethwe okukhiqizwe yi-AI kunabathengi base-United States.
Noma kunjalo, okuqukethwe okukhiqizwe ubuchwepheshe akulona ingozi ngokwemvelo kumabhrendi. Kuzo zonke izigaba eziningana, okuhlanganisa ukuhlekisa, ukumelela okuhlekisayo, kanye nokuvezwa kokudala, ukusondela ezikhangisweni kuholele ekukhulisweni okukhulu komkhiqizo kanye nokuqonda okusha.
Ngokusho kuka-Edvaldo Silva, uMqondisi Wesifunda we-Zefr eLatin America, lokhu kubonisa ukuthi ezinye izindawo zobuhlakani bokwenziwa zingathuthukisa umthelela wezinkampani, kunokuba zilimaze. “Leli phuzu libaluleke kakhulu njengoba amavidiyo akhiqizwe yi-AI ekhula ngokushesha ezinkundleni futhi abadali abaningi beqala ukusebenzisa amathuluzi okukhiqiza emisebenzini yabo yokukhiqiza,” uyachaza. Ngakolunye uhlangothi, imiphumela emibi yayihlotshaniswa kakhulu nokuqukethwe okudukisayo, okuqukethwe okufana nogaxekile, noma okuqukethwe okudala ukungaqiniseki kwezilaleli.
“Njengoba okuqukethwe okukhiqizwe yi-AI kuyanda ezinkundleni zedijithali, inselele yemikhiqizo ishintsha kusukela ekugwemeni izingozi kuya ekuqondeni umongo. Akuzona zonke okuqukethwe yi-AI ezimbi; okwenza umehluko ukuvumelana kwayo namanani omkhiqizo kanye nokucaca kumthengi. EBrazil, sibona isidingo esikhulayo saleli zinga lobuhlakani, ikakhulukazi endaweni enamandla njengezokuxhumana,” kusho uSilva.
Ukucaca kanye nokungafihli lutho kuthuthukisa imiphumela
Ucwaningo luphinde lubonise ukuthi ukucaca kungathuthukisa kakhulu impendulo yabathengi. Ama-41% athi anombono omuhle kakhulu ngemikhiqizo uma okuqukethwe kusobala ukuthi kusetshenziswa ubuchwepheshe, kuyilapho abadali abathembekile kanye nokusetshenziswa okusobala kwamathuluzi e-AI kuqinisa lo mbono.
Ngakolunye uhlangothi, lapho izilaleli zingakwazi ukuhlukanisa ukuthi okuqukethwe kukhiqizwa yi-AI noma ngabantu, kuba nokwehla kwezinkomba ezifana nokuthandwa, ukwethenjwa, kanye nenhloso yokuthenga. “Okuqukethwe kwe-AI kungenzeka kuvame kakhulu ezinyangeni naseminyakeni ezayo,” kusho uKara Manatt, i-EVP ye-Intelligence Solutions kwa-OM Media Trials. “Isixazululo akusikho ukuvimba isigaba sonke, kodwa ukunikeza ukulawula kwemikhiqizo kanye nobuhlakani ukuze bazivumelanise nezimo ezifanele futhi bagweme lezo ezibeka engcupheni,” uphetha.
Ukuze ulande umbiko ogcwele, iya ku: https://zefr.com/ai-slop-or-not
