Cardiff Metropolitan University
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A Moral Compass for Machine Minds: Cultivating Ethical Decision-Making in Generative AI for Marketing

conference contribution
posted on 2024-05-20, 20:43 authored by Ahmed Almoraish, Joyce Costello

Imagine a world where AI can paint vibrant portraits, write captivating stories, and craft complex code – and do it so convincing you might swear a human mind was behind it. Enter generative AI, a cutting-edge branch of artificial intelligence that specializes in coining brand-new content in the form text, images, and videos as well as carry on conversations, answer questions, and create code in such a manner that one might think the content was produced by a human (Euchner, 2023). This creative spark comes from massive datasets, where generative AI devours existing content to learn the blueprint of creation (Dermawan, 2023). These vast Language Model for Dialogue Applications (LaMDA) like ChatGPT and Google Bard are spinning narratives that can be scaled to more personalised content (Pichai, 2023).