They’re generally OK with it,” Zhang said. “The most direct implication is that consumers really don’t mind content that’s produced by AI. Their assessment of content created by AI, though, didn’t change, undermining the notion that people harbor a form of algorithmic aversion. Why generative AI needs a creative human touch Study: Generative AI helps inexperienced workers 4 questions to ask before swapping out human labor for AIīut when people were told the source of the content, their estimation of work in which humans were involved went up - they expressed “human favoritism,” as the researchers put it. “Generative AI is showing that it can be as good as or better than humans at these kinds of persuasive tasks,” Zhang said. First, when people had no information about the source of the marketing or campaign copy, they preferred the results generated by AI. “We wanted to get a fine-grained understanding of the various ways in which humans and AI can collaborate and, from that, get a better sense of what kinds of biases people hold.” While many studies compare the work of humans against the work of AI, “in reality, our everyday experiences reflect a much more subtle gradation, where we have human decision-making shaped by algorithms or algorithms in which people are in the loop,” she said. This nuanced method was essential to creating an accurate picture of the world, Gosline said. The third group knew which approach was responsible for each piece of content they viewed. A second group knew about the four different approaches but was told nothing more. One group knew nothing about the content creation process. Participants in the experiment were recruited to evaluate the quality of this work and were split into three groups.
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