Dentsu Launches Its New Merkury for Media Platform


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Note: This story is part of an ongoing series covering agencies’ audience management platforms. Previously, Adweek reported on Omnicom’s Omni, Horizon Media’s blu. Havas’ Converged, Publicis’ Epsilon PeopleCloud, PMG’s Alli, Gale’s Alchemy.Ai and DEPT’s Ada.

Dentsu Media’s new Merkury for Media data and identity platform is debuting now in U.S. markets.

Previously known as M1, the Merkury technology harnesses Merkle’s data assets and technology chops to help Dentsu Media’s staff across its three media agencies—Carat, iProspect and Dentsu X—activate media on behalf of their clients.

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Get Microsoft Office for Just $30

Disclosure: Our goal is to feature products and services that we think you’ll find interesting and useful. If you purchase them, Entrepreneur may get a small share of the revenue from the sale from our commerce partners.

It could almost go without saying that a business needs a suite of office-friendly software solutions to get basic work done. For students, organizations, teams, and companies around the world, Microsoft Office has long been that solution.

To try out a fantastic version of the suite that’s priced down a bit because of age and a limited-time sale, you can get Microsoft Office Professional Plus 2019 for Windows or Microsoft Office Home & Business 2019 for Mac on sale for just $29.97 (reg. $229).

These well-reviewed and long-trusted licenses each come with lifetime access to each of these 2019 programs for one computer that can be used by you, an employee, or a colleague to help streamline business:

  • Word
  • Excel
  • PowerPoint
  • Outlook
  • OneNote

The Windows version also comes with Publisher and Access, while the Mac version comes with Teams Classic 2019.

This deal is rated an average of 4/5 stars by verified purchasers. One recent five-star reviewer named Steven Thompson wrote, “Incredible product at a great price. Also bought Microsoft Office for my wife as well. Couldn’t be more pleased. Get it while you can.”

It’s important to know that you need at least 4GB of RAM and 10GB of hard disk space for this license. Mac users need to be running on version 12 Monterey or newer, while Windows users need to be using Windows 10 or 11.

During a limited-time sale, you can get one of the following versions for an affordable price:

StackSocial prices subject to change.

https://www.entrepreneur.com/science-technology/get-microsoft-office-for-just-30/470982




Samsung Flips the Marketing Script With a Tech-Savvy ‘Grandma-Fluencer’


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Seniors are often stereotyped for being stuck in their ways, so when a grandmother changes her mind, it’s worth taking note—especially if she delivers her case with a cinematic action sequence or two.

Samsung is typically known for its mobile phones, but it wants to promote its range of WindFree air conditioners. Created by agency BBDO Bangkok, the brand’s latest campaign focuses on the family member who is traditionally the last to embrace new technology: the grandmother.

Rather than following the trend of tapping a Generation Z influencer to deliver its marketing message, Samsung flips the script by giving an influencer’s grandmother the spotlight. In the ad, the young influencer listens to her grandmother’s enthusiastic sales pitch.

Surprising her granddaughter by rolling into the apartment with a ladder and tools, the older woman humorously explains why this air conditioner is a cut above the rest.

The influencer’s skepticism is quickly dashed by her grandmother’s sudden knack for computer-generated-imagery-fueled action sequences. Throwing the phone in slow motion across the room “like a Zack Snyder movie,” the woman explains the unit’s new features.

The spot contains references to directors known for their action movies, including Edgar Wright, with a nod to his quick cuts and sound design, and Michael Bay, when a small-scale pyrotechnic display is employed.

But even with the newfound ability to perform cinema-worthy action scenes, the grandmother occasionally drops things and falls over the couch.

“Why not turn the grandmother, who rarely changes her mind, into an influencer with the mission to convince the whole family to change theirs, proving that even the most traditional-minded grandma can roll with the times,” said Thasorn Boonyanate, chief creative officer of BBDO Bangkok. “Plus, if grandma knows how to do a backflip out the window, grandma probably knows what’s best.”

CREDITS

Agency: BBDO Bangkok
Chief creative officer: Thasorn Boonyanate
Group creative director: Warunyoo Sorasetsakoon
Creative group head: Phanus Sobsamai
Copywriter: Panupong Nakju
Group business director: Taksina Vasaruchapong
Business director: Pattama Thienapirak
Account directors: Potjanin De Souza, Naruebet Bunrit
Account executive: Rhya Vongvichien
Head of brand and digital planning: Prasit Kunanuphanchai
Senior strategic planning manager:  Chanapa Kongvaranont
Strategic planner: Siraphat Ngewseeda
Project manager: Autcharawan Laohachataroop
Producer: Paramee Soontornwuttinun

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What Would a TikTok Ban or Sale Mean for Advertisers?


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TikTok’s future in the U.S grew more uncertain after the House passed a bipartisan bill Wednesday that would force China-based ByteDance to sell TikTok within 165 days or face a nationwide ban. This comes on the heels of escalating concern in Washington over China’s access to Americans’ data.

Introduced last week, the bill still needs to be cleared by the Senate. Meanwhile, President Joe Biden—who recently joined the app ahead of the 2024 presidential election—said he would sign the bill if passed.

Mounting privacy concerns have sparked a years-long battle over TikTok in the U.S. In 2020, then-president Trump issued an executive order to ban the app over national security concerns. This prompted software giant Oracle to bid for hosting TikTok’s user data as its “trusted technology partner” in the U.S.

“If history tells us anything, it’s very unlikely that a ban will happen,” said Jack Johnston, senior social innovation director at performance marketing agency Tinuiti. “Massive private equity firms in the U.S. have invested into TikTok and ByteDance. If any big action happens, it would be a forced sale.”

It’s ridiculous for Congress to single out one app while failing to act on this huge problem that’s prevalent across all social media.

Jenna Ruddock, policy counsel, Free Press Action

Some brands continue to spend on TikTok, while others are exploring rival platforms such as Meta’s Reels, YouTube Shorts and Snapchat. Still, lingering questions about TikTok’s brand safety, investment requirements, digital audio rights and the possibility of future bans deters brands from spending on TikTok.

“Banning a single platform will not address the problem at the root of the entire tech landscape,” said Jenna Ruddock, policy counsel for media-focused advocacy group Free Press Action, in a statement. “It’s ridiculous for Congress to single out one app while failing to act on this huge problem that’s prevalent across all social media.”

What TikTok divesture entails

If ByteDance agrees to sell TikTok, it’s likely that another technology company will acquire the platform. Former Activision boss Bobby Kotick reportedly expressed interest in buying TikTok earlier this month, and in 2020, Microsoft was in talks to purchase the U.S. operations of the platform.

As a result, TikTok could benefit from the technological capabilities of that company, and vice versa, especially if the platform contains an existing DSP (demand-side platform).

“What that would mean for advertisers is increased inventory and opportunities to buy that media,” said Johnston. “You will probably see decreased costs come onto the platform from direct buys, but more premium ad units and more autonomy.”

Conversely, if users leave the platform and ad buyers pull ad dollars from TikTok, CPMs become more efficient and auctions would be less competitive, said Johnston.

Meta’s Reels and YouTube Shorts are runner-ups

TikTok remains a key focus for brands, driving performance and boosting influencer marketing efforts alongside brand messaging. Ad spend on TikTok reached $1.2 billion in Q4 2023, 43% more than the $805 million spent during Q1 2023, per MediaRadar.

Brand partners at Tinuiti have increased its investment in TikTok by between 10% and 15% year-over-year for the last two to three years.

However, in the event of a renewed call for a nationwide ban, advertisers are expected to shift their ad dollars to platforms where TikTok’s 170 million active users migrate. Meta’s Reels and YouTube Shorts could emerge as alternatives, according to Johnston.

As a result, creators whose primary audience is on TikTok may find themselves in a difficult position if brands decide to allocate their marketing budgets to creators with larger audiences on other platforms.

At media agency Collective Measures, brands are already testing identical ad units offered by Snap, YouTube Shorts and Reels. According to Lauren Beerling, the agency’s director of performance media, Meta emerges as the top performer, as Reels run across Instagram and Facebook, resulting in higher reach.

“There’s been a lot of hesitancy in the marketplace, even with our clients to use TikTok, because of the ever-growing privacy era,” Beerling said. About 4% to 6% of digital ad spend for 2024 is allocated to TikTok.

“TikTok just keeps a lot more under lock and key. They’re willing to share less about how they’re using data,” she said.

Still, no platform quite works like TikTok with its built-in editing tools and unique algorithm, according to Ryan Enoch, svp and director of strategy at Momentum Worldwide.

“While YouTube can have similar effects, the process to create content is more arduous and relies more on search functionality vs. discoverability. Instagram on the other hand requires quite a bit more strategic thought and creative polish in how to connect with and reach audiences vs. TikTok,” he said.

Call for federal privacy law

A ban on TikTok could lead to more market share for American social media companies despite having nearly the same brand safety and data accessibility issues as TikTok.  

Many social media services make their money in part by harvesting user data, and so—to some degree—many of these services present some of the same concerns for misuse of user data as TikTok does, according to Kate Ruane, director of the Center for Democracy and Technology’s Free Expression Project.

“The ultimate solution is to pass strong consumer privacy protections that also create strong protections against any government’s access to data collected by companies like TikTok and beyond,” she said.

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6 Practical Ways Entrepreneurs Can Supercharge Their Business With Technology in 2024

Opinions expressed by Entrepreneur contributors are their own.

Technology is moving at an incredible and almost overwhelming pace. Technology has the potential to disrupt industries and create real threats to existing businesses. To avoid becoming obsolete and falling behind, entrepreneurs should have a strategy to aggressively embrace and utilize technology to their advantage.

The challenge is that there seems to be an unending stream of advice and recommendations for entrepreneurs to leverage these cutting-edge technologies, but very little explains specifically what entrepreneurs should be doing to implement these tools. Here are some practical ways that entrepreneurs can start embracing new technologies today.

Related: 3 Ways Embracing Automation and Technology Can Turbocharge Your Entrepreneurial Quest

1. Stay up-to-date on new technology and trends

Part of the reason why many small business owners struggle to implement new technology is because they don’t take the time to really understand what these technologies do, how they work and what trends are emerging in the technology industry. As a business leader, it’s important to start regularly consuming information on emerging technologies. This can be as simple as committing to reading one article on technology each day or attending technology conferences that are focused on your industry.

If you aren’t technologically savvy, that’s perfectly fine. You can also ask someone on your team to take ownership of researching and recommending ways you can incorporate technology into your business.

2. Implement off-the-shelf solutions first

Too many small business owners and entrepreneurs shy away from innovative solutions because they have the misconception that advanced technology is only available to large corporations that have billions of dollars to invest in R&D. This might have been true 20 years ago. Today, there are numerous inexpensive and free technology solutions that are available to small business owners.

While there is an opportunity to create customized tools and technology platforms, small business owners should always look for off-the-shelf solutions first. Not only can you implement these faster, but they have been through extensive testing and are often backed with a team of technical experts to support your business.

3. Leverage generative AI

Generative AI is a technology that leverages artificial intelligence to create visual and language-based outputs such as text, music, images and even entire conversations. Companies like ChatGPT have revolutionized this space and brought this technology to the masses.

Small business owners who are new to generative AI should focus on two key areas — content creation and customer interaction. AI can easily create content for your blogs, marketing materials and email campaigns rather than having someone on your team go through the painstaking creative process. Also, generative AI can streamline and automate how you interact with your customers through tools like chatbots or auto-email replies.

Related: Small Business Owners, Don’t Run From Technology — Embrace It. Here Are 5 Strategies to Succeed.

4. Streamline processes and tools with automation

One of the biggest challenges for entrepreneurs is the limited number of resources as they work solo or with extremely small teams. There are only so many hours in the day to get all the work done. Technology can help streamline your workflow, allowing you and your team to get more done through automation.

The good news is that you probably have access to a number of automations within their existing tools. For example, your CMS may have automations built in that your team can leverage without implementing any new systems.

As you implement automation, it’s important to quell the fear employees have that their jobs will be eliminated. While that may be true in some cases, as an entrepreneur, you can leverage automation to free up your team’s time to work on more valuable tasks like creating a new product offering or face-to-face relationship-building with your customers.

5. Focus on data and smart analytics

Data analytics is another area where technology offers huge benefits. Tools like AI and machine learning (ML) can help small businesses quickly and efficiently leverage data to identify new opportunities and trends to better understand their customers, what products and services need improvement and what is happening within the marketplace.

Entrepreneurs should start by evaluating their data collection process. If you don’t have a good process for collecting data on your customers, their buying habits and preferences, analytic tools will be useless. Fortunately, many of the tools that businesses use today collect data; you just have to know where to find and access this information.

Once you have a good process in place for data collection, businesses can leverage tools like Domo or Google Analytics to help interpret the data and highlight opportunities.

6. Personalize customer interactions

Consumers no longer want to be treated as a number. Instead, they want personalized experiences that are unique and built around their needs, preferences and interests. This is where small businesses still have a small advantage over large companies.

Small businesses should focus on leveraging technology to help provide a customized experience for each of their customers. For example, email marketing tools can segment your contact list to allow you to reach different audiences with different messages. You can take this a step further by offering personalized recommendations and information based on their past purchases and behaviors.

New technologies create unique experiences and ways of interacting with your brand. It’s up to each entrepreneur to determine how they want to implement technology into their business. We’re at a pivotal moment where embracing technology can differentiate your company and create unprecedented opportunities.

Related: 6 Ways to Leverage Technology to Rock Your Digital Relevance

https://www.entrepreneur.com/science-technology/how-to-supercharge-your-business-with-technology-in-2024/470749




Apple’s Latest ‘Shot on iPhone’ Film Is a 19-Minute Manga Adaptation


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Apple turned to Japanese genre manga as inspiration for an epic installment of its long-running and celebrated “Shot on iPhone” campaign.

The 19-minute film, “Midnight,” by agency TBWA\Media Arts Lab Tokyo, is based on a 1986 manga series by Osamu Tezuka.

The story follows Midnight, a taxi driver who can see the near future, as he tries to protect a young woman from gangsters who want to steal her family’s trucking turf. Original strips from the manga are spliced into the footage to show how its wild vehicles and characters were brought to life.

Director Takashi Miike primarily shot neon-heavy Tokyo at night to demonstrate the iPhone 15 Pro’s low-light capabilities. The film is packed with fights, chase scenes and bizarre details like a nearly lethal banana peel and an assassin with a hand puppet.

A 3D model for the fifth wheel that pops out of Midnight’s highly impressive taxi to help him navigate night corridors was created using the iPhone’s LiDAR scanner in postproduction.

“Mr. Tezuka is something of a god among manga artists, so it was an honor to take on the challenge of expressing his work using only iPhone,” Miike said in a statement. “As we were shooting, I naturally began to challenge myself to think about how we could make a work unique to iPhone, beyond the usual approach to a film. I truly felt that the iPhone has the power to do things that a conventional movie camera can’t.”

Midnight premiered March 6 on YouTube, launching on apple.com/jp, Abema TV and Apple TV March 7. The film and a behind-the-scenes video will play in select Tokyo taxis late at night, and characters from the adaptation will appear on the cover of a copy of the manga magazine being released this month.

Running in Japan, the campaign also incorporates broadcast, magazine, out-of-home, digital and social.

CREDITS

Agency: TBWA\Media Arts Lab Tokyo
Production company: OLM
Editorial company: Imagica Entertainment Media Services
Finishing: Imagica Entertainment Media Services
Director: Takashi Miike
Executive producer: Misako Saka
Director of photography: Nobuyasu Kita
Original music: Koji Endo
Licensed music: “Midnight Klaxon Baby” by THEE MICHELLE GUN ELEPHANT

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Diageo Tests the Waters of the Apple Vision Pro With Don Julio Tequila


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Whenever new technology platforms come along, brands will follow, and with Apple’s Vision Pro, Diageo’s Don Julio Tequila aims to utilize its storytelling potential.

Working with developer Trigger XR, the tequila brand aims to utilize special computing to enable users to travel virtually to Mexico to experience the legacy, craft and culture of the spirit. The app experience focuses on four key chapters in the process of making the tequila: harvesting the agave, baking the piñas, distilling the liquid and aging.

Set to release this spring, Don Julio will be the first of its brands to be on the platform. The experience is seen as a new way for Diageo to engage with drink enthusiasts.

“This is a new medium for everyone, brands included. As with everything new, of course there will be learnings, so we’ll be watching closely,” Sophie Kelly, senior vp of global tequila and mezcal categories at Diageo, told Adweek.

The aim is to grow the brand globally. Diageo declined to reveal how it plans to measure the success of the experience, which will be available to those 21 and older.

“Diageo wants to take tequila around the world, and growing the Don Julio Tequila brand is essential to this,” continued Kelly. “The Apple Vision Pro experience allows us to deliver an experience that was once limited to our physical brand homes, visitor centers and physical activations. This allows for wider exposure and access to our award-winning luxury portfolio.”

The app experience was developed alongside Diageo’s global breakthrough team, which was recently formed to further the company’s innovation beyond product development.

“The technology behind Apple Vision Pro is an exciting new frontier that empowers us at Diageo to further our commitments to be cultural disruptors and provide industry-leading experiences for our fans around the world,” said Guy Middleton, global director of Diageo breakthrough innovation at Diageo. “We’re excited to be amongst the first companies to adopt this new technology, enhance the way people discover our brands and help shape the future of immersive storytelling.”

Future iterations are planned to feature guided tastings, mixology demonstrations and experiences that will further celebrate the people and cocktail culture of modern Mexico.

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4 Reasons Why Your Customer Service Is About to Get a Whole Lot Better in 2024

Opinions expressed by Entrepreneur contributors are their own.

You’ve just assembled your new grill, but you’re stumped on how to hook it up to the gas line. So you call customer support and start talking with an agent. Turns out they’re an AI, not a person, but it’s hard to tell the difference.

Answering questions in conversational English, the agent asks you to share a video of the barbecue so they can “see” it — then talks you through a fix in real time. Problem solved.

Sound like science fiction? Soon, such calls will be routine.

That’s good news for consumers. When it comes to AI and customer service, we’re going to see a virtuous cycle in 2024. As the technology gets better, cheaper and easier to use — a far cry from the stiff, robotic chatbots of just a year or two ago — more companies will embrace it.

In turn, many people will have their first truly positive experience with an AI agent. Consumers are ready to engage. In a recent poll, eight out of 10 respondents said they’re comfortable with using generative AI for customer support or service inquiries.

As the founder of a company that specializes in AI customer service, I know how much companies value this technology. Already, AI agents handle upward of 70% of customer conversations, according to one estimate. As those agents start outperforming their human counterparts in many respects, look for the quality of customer service to greatly improve.

With that in mind, here are four trends that will drive a better AI customer experience in 2024.

Related: Why AI Is the Next Revolution In Customer Service

1. Generative AI for voice support goes mainstream

“For billing, press 8.” We’ve all experienced the frustration of getting stuck in a phone menu with an automated voice agent whose only skill seems to be pressing our buttons. Good news for consumers in 2024: Those agonizing calls will soon be history.

That’s because customer support is shifting from declarative to generative AI. For users, it’s the stark difference between punching numbers and having a real conversation about why that mystery charge appeared on your credit card statement. Even better, rather than direct you to the billing department, the agent will give you an informed answer about what happened and even be able to resolve the issue on the spot.

It’s no leap to say that some of these experiences may soon prove more effective and satisfying than traditional interactions with human agents. Often, through no fault of their own, the people who staff support lines could use better training, don’t speak the same first language as their customers and lack access to the business systems of the company they represent.

The new breed of AI agents don’t face such challenges. Capable of absorbing and following detailed instructions, they’re fluent in your language of choice. These agents also play nicely with company systems, allowing them to handle tasks like tracking orders and issuing refunds. The most capable ones will have the same authority as a manager, removing the need to pass a customer between people to resolve an issue.

For companies, the benefits are real. In one study, businesses using generative AI in contact centers tripled customer satisfaction versus peers that didn’t.

2. Multimodal communication takes root in customer support

In the new and improved world of AI customer support, voice is just one element of truly multimodal communication, which will spring to life this year.

Traditionally, phone support, chat support and other channels like email have been largely siloed. We’ve probably all had the frustration of just wanting to text a photo or video on a service call, only to find there’s no easy way to do it. Even as AI has transformed customer service, these platforms have remained largely walled off from one another. Until now.

In 2024, customers will be able to contact a brand via their channel of choice, moving seamlessly between talk, text, video and pictures, just like they do in chats with friends and family. All of those channels will work together to help them best resolve an issue.

Multimodal will give AI customer service agents the power to do everything from eyeballing a broken product to offering customized financial advice. Can’t figure out how to mount that new OLED TV? Start a video chat with an AI agent, which can use machine vision to pinpoint exactly the mounting bracket you need, then text you a code to buy one.

We caught glimpses of this fast-approaching multimodal future in Google’s recent demo of its new Gemini AI model. The model is ostensibly a breakthrough, powering a chatbot that holds spoken conversations with users and can recognize, distinguish between and describe images. Yes, Google took heat for making it look like Gemini could process visual information instantly, but it won’t be long before multimodal customer support will be table stakes for any business using AI agents.

Related: Will Artificial Intelligence Replace Human Interaction? 4 Ways AI is Impacting and Empowering Customer Experience

3. Brands peer inside their AI agent’s brain

For all of the upsides, some early efforts at generative AI for customer support have left companies and consumers frustrated. Brands have struggled with irrelevant or unhelpful answers, “AI hallucinations” and even bots that defy business logic. Just ask the car dealer whose AI agent offered one customer a brand-new Chevy for $1. The classic refrain: “Boy, are these bots dumb.”

What’s often overlooked is that poor outcomes are usually the result of poor or unclear instructions from humans. Until now, however, it’s been exceedingly hard for companies to peer inside their AI’s decision-making process and understand the “why” behind decisions — the frustrating “black box” problem. But new software tools are shedding light on the reasoning that informs AI responses, giving brands a chance to see where things went wrong and to correct course.

That makes a big difference in customer service, where understanding why an AI agent made a decision is just as important as the decision itself. In fact, it’s the only way to drive improvement.

Let’s say an agent gave a customer a refund that wasn’t warranted. By using a tool to examine the agent’s reasoning, the company discovers that the person who trained it gave conflicting instructions. What looked like a mistake on the agent’s part was actually a management error. Knowing that, the company can issue new guidance to avoid future mix-ups.

Like people, AI agents often have a good reason for a questionable decision, given the chance to explain themselves.

4. AI manager becomes a hot job

The growing capacity to course-correct AI agents hints at a broader trend in 2024. Smart companies are increasingly treating their AI agents not like a piece of software but like an actual employee. Brands seeing the greatest return from their AI investments have quickly discovered that it’s not enough to simply buy an agent and set it loose. To thrive, that worker needs to be onboarded, measured and coached — like any other employee.

And those tasks call for a new breed of manager we’ll see more of in 2024.

AI employee manager is already a key role at companies like money management firm Wealthsimple, one of our clients. Along with setting goals for their AI agents, giving them feedback and helping them learn, AI managers must bring data analysis, project management and technical skills to the table. It represents a true leadership role — one with the potential to make an outsized impact on business results — and will become an important career stepping stone for young professionals across industries in 2024.

Related: 5 Strategies to Protect Your Company’s Customer Service from AI Pitfalls

Sooner rather than later, AI agents will start collaborating with each other, too. For example, a customer service AI agent inside a streaming platform might notice that a login button is broken for iOS users. Time to alert the code generation AI agent to issue a fix. These generalist and specialist agents will need a new class of “HR” to coordinate them. At first, that job will likely fall to the CIO, who will turn to new dashboards to track the AI team’s performance, analogous to performance management software for people.

The biggest transformation of all in AI customer service this year may well be our own expectations. Early AI support experiences may have underwhelmed some of us. In 2024, prepare to be wowed.

https://www.entrepreneur.com/science-technology/why-ai-customer-service-will-get-a-whole-lot-better-in-2024/469240




How Generative AI Is Fueling the Rise of Fake News and Online Fraud

Opinions expressed by Entrepreneur contributors are their own.

Do you remember the viral image of Pope Francis walking the streets of the Vatican in a shiny white puffer? It took the public a while to spot small inconsistencies and finally verify that it was an AI-generated piece. Some people were deeply shocked by how realistic the photo looked. This is just one — relatively innocent — illustration of how AI can contribute to the spread of misinformation that slowly but steadily creeps into our reality. Needless to say, the consequences can damage individuals, businesses, and potentially, even stock markets.

Fraudsters increasingly implement AI

What makes AI so great and, at the same time, terrifying is the fact that the technology is accessible to almost anyone these days. From simple text or image-generating bots to highly sophisticated machine learning algorithms, people now have the power to create large volumes of realistic content at their fingertips. It’s a true goldmine for illegal activities of all sorts.

With the help of natural language generation tools, fraudsters can put out vast quantities of texts containing false information quickly and efficiently. These AI-generated articles with false or inaccurate data manage to find their way into major media relatively easily. In fact, it’s possible to create entire websites populated by fake news that drive massive organic traffic and, thus, generate massive ad revenue.

NewsGuard has already discovered 659 unreliable AI-generated news and Information Websites (known as UAINS) that cover content in 15 different languages. False information published on these websites can relate to fabricated events or misinterpret actual events. The range of topics is wide, covering current affairs, politics, tech and entertainment, etc.

Related: How AI and Machine Learning Are Improving Fraud Detection in Fintech

Voice phishing, or vishing, is another relatively new type of fraud that’s made easier thanks to AI-powered voice cloning technology. Scammers can copy the voices of pretty much anyone whose speech has been recorded, allowing them to impersonate trusted individuals such as government officials, celebrities, or even friends and family members. In 2021, more than 59+ million individuals in the United States were impacted by vishing attacks. And the numbers keep climbing.

On top of that, the Internet is flooded with convincing fake images and videos, known as deepfakes (remember the Puffer Pope?), which can be used to manipulate public opinion or spread misinformation at lightning speed. The tendency is alarming even at the government level – the impact of AI deepfakes on the upcoming US presidential election is being actively discussed by the media. From AI-fueled attack ads to manipulated video footage of political candidates, the potential for AI deepfakes to influence public opinion and undermine the integrity of the democratic process is a growing concern for policymakers and voters alike.

Related: Deepfakes Are Lurking in 2024. Here’s How to Navigate the Ever-growing AI Threat Landscape

Let’s not forget how AI makes it easier to steal an individual’s identity. Last year’s report from Sumsub shows that AI-powered identity fraud is on the rise, topping the list of popular fraud types. The research shows a whopping 10x increase in the number of deepfakes in the period between 2022 and 2023. The trend is present across various industries, with the majority of cases coming from the North American region.

The reality is that AI-enabled fraud and fake news are not a threat hanging exclusively over public figures with big influence. It can target private individuals and small businesses as well. Scammers can use AI-generated emails to impersonate official contacts to deceive people into revealing personal information or transferring money. Similarly, small businesses may fall victim to AI-generated fake reviews or negative publicity, which damages their reputation and affects their bottom line. Possible scenarios are endless.

Measures to combat AI-fueled fake news and scams are still insufficient

Solving the problem of AI-generated fakes has been a headache for platforms, media, businesses and governments for years now. Social media have employed algorithms and content moderation techniques to identify and remove fraudulent content. Fact-checking organizations work 24/7 to debunk misinformation. Regulatory bodies enact policies to hold perpetrators accountable.

Another big strategy is the tendency toward raising public awareness of the volumes of AI-generated content. Recently, both Google and Meta updated their AI deepfake policies. The platforms now require all displayed ads, including political ads, to disclose if they were created using AI.

And yet, nothing seems to be able to stop the wave so far. It’s becoming increasingly clear that combating AI-fueled fake news and fraud requires a multi-pronged approach. Enhanced collaboration between technology companies, government agencies, and civil society is essential to this process. Fostering media literacy and critical thinking skills among the public can also help individuals identify and resist manipulation tactics employed by fake news and scams. And, of course, we need to invest in research and development to stay ahead of evolving AI technologies used by fraudsters.

Related: A ‘Fake Drake’ Song Using Generative AI Was Just Pulled From Streaming Services

On top of that, developing more advanced AI algorithms capable of detecting and flagging fraudulent content in real-time is crucial. It seems a bit ironic that we employ AI to AI, but stranger things have happened.

Bottom line: we, as a society embracing artificial intelligence, have a long way ahead to effectively navigate the ethical, social, and technological challenges posed by the proliferation of AI-generated fake news and fraud. We’re sure to see a more widespread implementation of more stringent regulations and policies surrounding the use of AI in generating and disseminating information. For now, the best regular users can do is stay vigilant and double-check any information they encounter online, especially if it seems sensational or dubious, to avoid falling prey to AI-generated fake news and fraud.

https://www.entrepreneur.com/growing-a-business/how-generative-ai-is-fueling-fake-news-and-online-fraud/469006




4 Reasons Why Generative AI Won’t Replace Humans Anytime Soon

Opinions expressed by Entrepreneur contributors are their own.

Since generative AI (or “GenAI”) burst onto the scene earlier this year, the future of human productivity has gotten murkier. Every day brings with it growing expectations that tools like ChatGPT, Midjourney, Bard and others will soon replace human output.

As with most disruptive technologies, our reactions to it have spanned the extremes of hope and fear. On the hope side, GenAI’s been touted as a “revolutionary creative tool” that venture maven Marc Andreeson thinks will one day “save the world.” Others have warned it’ll bring “the end” of originality, democracy or even civilization itself.

But it’s not just about what GenAI can do. In reality, it operates in a larger context of laws, financial factors and cultural realities.

And already, this bigger picture presents us with at least four good reasons that AI won’t eliminate humans anytime soon.

Related: The Top Fears and Dangers of Generative AI — and What to Do About Them

1. GenAI output may not be proprietary

The US Copyright Office recently decided that works produced by GenAI are not protected by copyright.

When the work product is a hybrid, only the parts added by the human are protected.

Entering multiple prompts isn’t enough: A work produced by Midjourney was refused registration even though a person inputted 624 prompts to create it. This was later confirmed in DC District Court.

There are similar difficulties in patenting inventions created by AI.

Markets are legally bounded games. They require investment risk, controlled distribution and the allocation of marketing budgets. Without rights, they collapse.

And while some countries may recognize limited rights in GenAI’s output, human contributions are still required to guarantee strong rights globally.

2. GenAI’s reliability remains spotty

In a world already saturated with information, reliability is more important than ever. And GenAI’s reliability has, to date, been very inconsistent.

For example, an appellate lawyer made the news recently for using ChatGPT to build his casebook. It turns out that the cases it cited were invented, which led to penalties against the lawyer. This bizarre flaw has already led to legal ramifications: A federal judge in Texas recently required lawyers to certify they didn’t use unchecked AI in their filings, and elsewhere, uses of AI must now be disclosed.

Reliability issues have also appeared in the STEM fields. Researchers at Stanford and Berkeley found that GPT-4’s ability to generate code had inexplicably gotten worse over time. Another study found that its ability to identify prime numbers fell from 97.5% in March, to a shockingly low 2.4% just three months later.

Whether these are temporary kinks or permanent fluctuations, should human beings facing real stakes trust AI blindly without getting human experts to vet its results? Currently, it would be imprudent — if not reckless — to do so. Moreover, regulators and insurers are starting to require human vetting of AI outputs, regardless of what individuals may be willing to tolerate.

In this day and age, the mere ability to generate information that “appears” legitimate isn’t that valuable. The value of information is increasingly about its reliability. And human vetting is still necessary to ensure this.

3. LLMs are data myopic

There may be an even deeper factor that limits the quality of the insights generated by large language models, or LLMs, more generally: They aren’t trained on some of the richest and highest-quality databases we generate as a species.

They include those created by public corporations, private businesses, governments, hospitals and professional firms, as well as personal information — all of which they aren’t allowed to use.

And while we focus on the digital world, we can forget that there are massive amounts of information that is never transcribed or digitized at all, such as the communications we only have orally.

These missing pieces in the information puzzle inevitably lead to knowledge gaps that cannot be easily filled.

And if the recent copyright lawsuits filed by actress Sarah Silverman and others are successful, LLMs may soon lose access to copyrighted content as a data set. Their scope of available information may actually shrink before it expands.

Of course, the databases LLMs do use will keep growing, and AI reasoning will get much better. But these forbidden databases will also grow in parallel, turning this “information myopia” problem into a permanent feature rather than a bug.

Related: Here’s What AI Will Never Be Able to Do

4. AI doesn’t decide what’s valuable

GenAI’s ultimate limitation may also be its most obvious: It simply will never be human.

While we focus on the supply side — what generative AI can and can’t do — who actually decides on the ultimate value of the outputs?

It isn’t a computer program that objectively assesses the complexity of a work, but capricious, emotional and biased human beings. The demand side, with its many quirks and nuances, remains “all too human.”

We may never relate to AI art the way we do to human art, with the artist’s lived experience and interpretations as a backdrop. Cultural and political shifts may never be fully captured by algorithms. Human interpreters of this broader context may always be needed to convert our felt reality into final inputs and outputs and deploy them in the realm of human activity — which remains the end game, after all.

What does GPT-4 itself think about this?

I generate content based on patterns in the data I was trained on. This means that while I can combine and repurpose existing knowledge in novel ways, I can’t genuinely create or introduce something entirely new or unprecedented. Human creators, on the other hand, often produce groundbreaking work that reshapes entire fields or introduces brand new perspectives. Such originality often comes from outside the boundaries of existing knowledge, a leap I can’t make. The final use is still determined by humans, giving humans an unfair advantage over the more computationally impressive AI tools.

And so, because humans are always 100% in control on the demand side, this gives our best creators an edge — i.e., intuitive understanding of human reality.

The demand side will always constrain the value of what AI produces. The “smarter” GenAI gets (or the “dumber” humans get), the more this problem will actually grow.

Related: In An Era Of Artificial Intelligence, There’s Always Room For Human Intelligence

These limitations do not lower the ceiling of GenAI as a revolutionary tool. They simply point to a future where we humans are always centrally involved in all key aspects of cultural and informational production.

The key to unlocking our own potential may be in better understanding exactly where AI can offer its unprecedented benefits and where we can make a uniquely human contribution.

And so, our AI future will be hybrid. As computer scientist Pedro Domingos, author of The Master Algorithm has written, “Data and intuition are like horse and rider, and you don’t try to outrun a horse; you ride it. It’s not man versus machine; it’s man with machine versus man without.”

https://www.entrepreneur.com/science-technology/4-reasons-generative-ai-wont-replace-humans-anytime-soon/467141