IWIB4AI Think Tank: The Impact of Generative AI in the Communication Industry

Panelists at IWIB4AI event at Berghs Scool of Communications on November 11, 2024. Photo: Mimmis Cleeren

Last night, the International WoMenX in Business for Ethical AI (IWIB4AI) Think Tank together with Berghs School of Communications organized a panel discussion in Stockholm about The Impact of Generative AI in the Communication Industry.

It was an interesting discussion that sparked comments and questions from the audience.

Some take-aways and learnings from the event:

AI is flooding all walks of life, including the communications industry. If you leave AI to its own devise, AI-generated content will become generic and boring. You still need to understand who you’re communicating with (your target audience) to be able to personalize AI so that it appeals to your audience. The new super power is combining human + AI creativity to develop super creative content that stands out.

There will be companies that market to AI bots, not human beings. Distinguish between the two in your communication!

Trust and transparency are important factors to consider when using Generative AI
- Comply with regulations, e.g. the EU AI Act
- Ensure fairness and non-discrimination, e.g. by training AI on non-biased data
- Cultural Intelligence – ability to recognize and adapt to cultural differences
- Ethical considerations – how to avoid misuse of AI
  - You can’t unsee what you have already seen – the danger of GenAI being used for fake news/propaganda, manipulating people’s feelings, perception and behavior
- The evolution of new digital watermarking / fingerprinting techniques and tools to a) embed artificial fingerprints into training data, and b) be able to detect/trace altered photos and videos and deepfake content

Required skillsets of tomorrow’s communications industry: ability to throw out/unlearn skills you have previously applied and re-skill/learn something completely new.

Some photos of the panelists (and some participants) below:

Tatiana Caldas-Löttiger (EU Lawyer, founder & CEO of IWIB4AI), Nina Amjadi (Content Engineering program director at Berghs School of Communication), Emma Ridderstrand (MD Fondia, Founder of Warpin), Marie Alani (Head of Faculty, People & Culture Lead at Berghs School of Communication)