LAS VEGAS – Generative artificial intelligence, or the technology that powers popular applications like ChatGPT and Dall-E, has led to speculation about how it will impact people in the media, marketing, and ad tech industries. Although new technologies inevitably raise concerns about their negative impacts, there are many reasons for optimism.
“AI has been part of our digital ecosystem for more than a decade,” said David Cohen, CEO of IAB, in this interview at CES 2024. “Most of the conversations I've had have been about: How can you leverage AI for good? “
Publishers, whose businesses create content, have expressed concern about how copyrighted material will be used to train what are known as large language models at the heart of generative AI. Last month, The New York Times filed a lawsuit against OpenAI and Microsoft, creators of ChatGPT and other AI platforms, for copyright infringement.
“We have a lot of publishers that are part of the IAB. They were rightly concerned about having all of their content accommodated in these large language models for training purposes,” Cohen said. “That hasn't been resolved yet. We need to know what are the business rules or business conditions under which this happens.
Establishing rules for generative AI can help realize the full potential of the technology.
“Now we move to action: How do we forget the hype, forget the excitement? How does it move the business forward? And that's what we'll see over the next year as we continue to work through some of the challenges,” Cohen said.
You're watching “AI: Powering an Enhanced Advertising Ecosystem,” Beet.TV's leadership series at CES 2024, presented by DoubleVerify. For more videos from this series, please visit this page.
