In the future, AIntelligent communication may also destroy the value of organizations, predict JSBE’s doctoral student Jukka Niittymaa and professor Vilma Luoma-aho.
Since the beginning of 2023, many organizations have been trying out ChatGPT or other large language models (LLM) to assist in their work, and the recent JYU policy on the use of generative artificial intelligence (GenAI) for studies also guides teachers and students towards adoption.
Whenever the transformative power of AI is discussed, questions arise along with the opportunities. These questions mainly focus on the ethics of using AI (What are the biases fed into the system?), is the information reliable (Does it hallucinate?), what is the training data made of (where are the limits to what it knows?), new revenue models (how to make money with it?) and open copyright issues (To whom do the copyrights belong?).
As AI is changing the way we communicate, it ends up – more or less – shaping the entire society.
As the biggest changes brought about by AI are happening in our communication, we need to examine what, in practice, AI will change in our communication?
AIntelligent communication refers to the use of AI in communication in various forms. UnAIntelligent communication refers to continuing work like before, without utilizing AI.
The key differences between UnAIntelligent and AIntelligent communication can be summarized as follows:
The biggest changes include using unverified information, unclear issues about copyrights, and the heavy reliance on the prompts used to operate AI.
In some ways, AIntelligently operating individuals have less say in the final product than before, as the processes and algorithms guiding AI assume things that were previously clearly decided by the individual user.
How will AI create value in the future?
AIntelligent communication also changes the entire logic of value creation in an organization.
In an AIntelligent environment, value creation increasingly relies on cooperation with others and previously produced materials and data oceans, and little value is produced by a single organization or individual.
A good theory for this kind of multidimensional examination of value is interactive value formation. Also, value is not always created in such processes, but sometimes no actual value results or that value may be even destroyed in the process.
It is difficult to predict the future impact of AI on organizations and society. As with many major changes, there is often some form of relapse over time. It is possible that UnAIntelligent content may even become a luxury in the future, or then just a memory from a time before the vast use of large language models.
Jukka Niittymaa is a doctoral student of Corporate Communication at the Jyväskylä University School of Business and Economics (JSBE) and Head of AI and Innovation at the creative agency Sherpa. Vilma Luoma-aho is a Professor of Corporate Communication and Vice Dean of Education at the Jyväskylä University School of Business and Economics (JSBE).
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