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As we all know, the recent popularization of AI tools has significantly impacted not only the way businesses operate but also how we all learn, work and create. One specific type of AI and its use is the generative AI (GAI) for image creation. The tool allows for the creation of new images and videos based on the existing content available (Feuerriegel, et al., 2023). Interestingly, there is an ongoing research debate on how GAI uses the data, as according to Crawford and Paglen (2021), the so-called automated interpretation of the image is related to social and political practices (Crawford & Paglen, 2021). This can be explained by the fact that at last people train the GAI models on how they should interpret images. The recognition process is inherently based on the labels assigned by humans (Crawford & Paglen, 2021).  Moving away from this more of a normative discussion, let me focus on some practical aspects of this amazing tool which can be experimented with on websites such as Bing Image Creator or DALLE-2. 

I have to admit, that my recent experience with Bing Creator exceeded my expectations in its ease of use, high quality and speed. As a close friend of mine is currently working on an app to facilitate people meeting through travelling with a focus on the South of Europe, he reached out to me for some advice on further improving the app. Nevertheless, I am not a marketing specialist, I instantly recognized the need for a more eye-catching logo. Within only a few minutes, without prior designing experience, I could provide him with several versions of appealing and most importantly, free designs he could use in his work. 

While big companies usually rely on their in-house marketing departments and designers, with easy access to GAI for image creation, many growing entrepreneurs have gained access to high-quality marketing and brand creation tools. Does this mean designers will lose their jobs soon? Or maybe they can use GAI to enhance their performance? And lastly, will this boost the entrepreneurial spirit of societies by decreasing the initial capital required?

Let me know what you think! 

Below you can see an example of logo development for a new app. 

References:

Crawford, K., & Paglen, T. (2021). Excavating AI: the politics of images in machine learning training sets. AI & Society. https://doi.org/10.1007/s00146-021-01162-8

Feuerriegel, S., Hartmann, J., Janiesch, C. et al. Generative AI. Bus Inf Syst Eng (2023). https://doi.org/10.1007/s12599-023-00834-7

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Generative artificial intelligence (GAI) is a computational technique and a type of artificial intelligence (AI) that is designed to create content, such as text, images or music. It focuses on creating new content based on the existing data and has multiple applications (Feuerriegel, et al., 2023). It is worth noting that it is used not only in the artistic field but also in others such as business and medicine (Zhang & Boulos, 2023). Since 2022 it has also become an important element of education as it allows the creation of virtual tutors, answers student questions, and provides personalized learning experiences (Su & Yang, 2023). 

My most interesting experience related to GAI, was gained during my job as a Teaching Assistant at the EUR. As part of my job, I had to grade papers for the course Digital Business in which one of the main learning objectives was to learn how to use ChatGPT to study and work efficiently. The main tasks of the assignment included writing an essay on a digital business-related topic with various types of prompts and several iterations to achieve possibly the highest quality which is also backed up with scientific sources. 

Throughout the work, it turned out that not only did students struggle with the efficient use of ChatGPT but also lacked knowledge of its limitations such as returning fake references or interpreting the prompts in a very direct manner, often leading to low-quality of papers and a risk of plagiarism. I believe that it is essential for students, educators and business practitioners to learn how to use GAI as an effective tool that can enhance the efficiency and quality of our work, but it needs to be done responsibly with appropriate policies and control mechanisms. 

Some examples of low-quality prompts I encountered at my job:

• ‘Improve this text’
• ‘Tell me something you know about X’
• ‘Give me references for topic Y’

I would love to hear your thoughts on how EUR is embracing GAI and if it is necessary!

References:

Feuerriegel, S., Hartmann, J., Janiesch, C. et al. Generative AI. Bus Inf Syst Eng (2023). https://doi.org/10.1007/s12599-023-00834-7

Su, J., & Yang, W. (2023). Unlocking the power of ChatGPT: a framework for applying generative AI in education. ECNU Review of Education, 6(3), 355–366. https://doi.org/10.1177/20965311231168423

Zhang, P., & Boulos, M. N. K. (2023). Generative AI in Medicine and Healthcare: Promises, Opportunities and Challenges. Future Internet, 15(9), 286. https://doi.org/10.3390/fi15090286