The introduction of ChatGPT and the subsequent release of competing models has propelled the possibilities of Artificial Intelligence (AI) to new heights. Many industries have seen the possibilities and transformative nature AI can have on their operations, and that applies to companies big and small.
The future of AI in Australia according to the 2023 Intergenerational Report sees these new frontiers of innovation to have the potential to transform the future of work by automating routine tasks, building knowledge worker capabilities and supporting both transactional and decision-making processes.
The Hype Surrounding AI
However, with the expanding interest in AI, also comes pressure on companies to jump on the bandwagon and embrace AI whether they have truly built their capacity to do so effectively or not. Regardless of the business, the use of AI or large language models (LLMs) requires an investment not only in capital but intangible assets as well. According to the 2023 Intergenerational Report, these include aspects like business reorganisation and the building of organisational knowledge – of which benefits can take a long time to fully manifest.
Since the release of ChatGPT in late 2022, the barrier to entry to AI has never been smaller, democratising the emerging technology much more rapidly than in previous waves of technological innovation. The general public has been able to readily experience first-hand the power of generative AI. The allure has sparked mass engagement in this technology with many businesses keen to capitalise on the palpable hype. Innumerable businesses are now enabling ‘AI’ in their offers via inbuilt, added, proxied or custom capabilities. We can see in the chart below the google engagement of ChatGPT in Australia. Since the initial release, we’ve seen peaks and troughs where activity spikes when the shiny new model gets released.
The Gartner Hype Cycle™ provides a useful guide to the typical stages of emerging tech innovation adoption. This emphasises that the ‘proof of the pudding’ is in the success of implementation rather than the initial hype.
Terms like AI, LLMs and ChatGPT are becoming very common in business spheres, to the point where they begin to sound like marketing buzz words. Some businesses are exaggerating their AI superpowers - a phenomenon known as ‘AI washing’.
AI Washing
AI washing springs from the desire to surf the AI wave, as a cynical marketing tool or for fear of appearing to be ‘left behind’. This ranges from promoting ‘AI driven’ products or services that don’t genuinely harness AI to playing off simpler models as something more sophisticated. The term bears similarity to ‘greenwashing’ but instead of appealing to eco-friendliness, its appealing to our desire to jump on the latest tech innovation bandwagon. Like ‘greenwashing’ it is reasonably easily achieved given its hard for most consumers and businesses to unpack the complexity of the underlying ‘black box’.
Identifying AI washing can be challenging but here are some tips to help spot the difference between fact from fiction:
Style Over Substance: Just because a website is filled with stylish AI-related visuals doesn't mean it's genuinely AI-driven. While a flashy UI certainly can be a selling point, functionality is key.
Overuse of Buzzwords: Take caution when products or services overuse terms like “smart”, “no limits”, “easy”.
Look for Developer Documentation or SDKs: While not applicable to every AI system – those with genuine capabilities are more likely to have detailed documentation of how their system works, how it links via APIs or even developer code or packages.
Generic Claims: Be wary of sweeping statements like "AI-powered solution for all your problems." While AI is capable of many things, it has to be tailored and adapted for your specific need.
Understand AI Basics: Familiarise yourself with AI concepts, like machine learning, deep learning, and neural networks. It’s helpful to know the difference between these concepts. It will help you weed out inconsistencies.
Mitigation of risk: Ensure the AI offer has explicated the ‘guardrails’ to their systems when deployed at scale. Generative AI is particularly prone to confidently presenting inaccurate or biased outputs and this must be conscientiously addressed depending on the context of application.
Too good to be true: While the capabilities of emerging AI technologies are truly impressive the old adage remains true - always take bold claims with a grain of salt rather than accepting them at face ‘hype’ value.
It’s important to remember that AI is a term that can encompass many different artificial systems. Even a simple grammar check is technically AI. Take your knowledge to the next level to help you determine what’s real, what’s overstated and what solutions really make sense for your business right now - or come and talk to us at MYMAVINS to help navigate this latest technology hype cycle.
Anthony Zhang is a Senior Data Insights Consultant and analytics mavin. An experienced economic and social researcher, Anthony expertise lays in quantitative research and data science.