- Introduction
Generative AI (GenAI) is a form of artificial intelligence that can create novel content such as audio, data, codes, or images. It will drastically change how we approach digital content in the future, and a range of jobs are executed.GenAI gained significant attention worldwide when the California-based company OpenAI launched its artificial intelligence chatbot ChatGPT 3.5 in November 2022. The chatbot gained over 100 million users within the first two months after release. ChatGPT is a text-based machine learning model that consists of several language models and large amounts of public data, which allow it to create new content based on user instructions. Its capabilities range from giving information on quantum physics to writing poems that sound as if they are written by humans. Consequently, many people fear that artificial intelligence could make content-creating jobs branches, such as journalism, marketing or copywriting obsolete. This article examines the current position of generative AI with its benefits and challenges and what it might bring in the future to address these concerns.
- The current generative AI landscape
2.1 The capabilities of generative AI
Current GenAI systems can process large amounts of data and generate novel output. At their core lay so-called artificial neural networks (ANNs), which are programmed to make them mimic human thinking. ANNs can learn and recognise data patterns which steadily improves the output. The main advantages of generative AI are the time-efficient and cost-efficient creation of new content by reducing the dependency on human involvement. Additionally, generative AI systems are excellent at understanding complex systems as they possess more processing power than humans which allows them to organise large amounts of data. At the same time, they are utilisable for data synthesising and transformation. For instance, converting satellite images to map views, or generating marketing data based on market and consumer behaviour. Generative AI opens the floor for innovations and creative thinking as users can instruct GenAI models to combine data in unforeseen ways. This new potential is specifically helpful for businesses using animations and artificial environments. Furthermore, this technology simplifies many working procedures by taking over tasks previously done by humans.