For the first time in what feels like months, AI didn’t dominate the news in the tech world this week.
Apple showed off its mixed reality headset at WWDC this year to gasps and applause from the audience (although there was a studied lack of applause and more than a few raised eyebrows when the price tag was revealed).
Although the world’s eyes being on Apple Vision Pro, The Media Leader‘s eyes have been firmly on AI and MED-AI this week will tell you everything you need to know.
EU regulation
The European Union is quickly moving towards regulating AI. The international body has ordered major tech companies like Google, Facebook and TikTok to begin identifying which images, videos or audio clips contain deep fakes. AI-generated content will need to display “prominent markings” indicating that they have been manipulated or are deepfakes. Companies failing to comply may face fines in the millions of dollars.
IMF warns of disruption to jobs markets
IMF first deputy managing director Gita Gopinath has issued a stark warning about the impact generative AI might have on labour markets, and called on policymakers to quickly develop and implement rules to control the technology
In an interview with FT, she said: “We need governments, we need institutions and we need policymakers to move quickly on all fronts, in terms of regulation, but also in terms of preparing for probably substantial disruptions in labour markets.”
She also urged governments not implement tax policies which reward companies replacing employees with machines and to advance social safety net for workers whose jobs have been affected by the tech.
Also this week, UK tech minister Paul Scully said that we “cannot proceed with AI without the guard rails in place.”
However, he also emphasised the positive outcomes that can emerge from leveraging AI, commenting: “If you’re only talking about the end of humanity because of some, rogue, Terminator-style scenario, you’re going to miss out on all of the good that AI is already functioning — how it’s mapping proteins to help us with medical research, how it’s helping us with climate change.
Kantar launches AI-driven effectiveness solution
Kantar has launched Link+, an AI-driven solution which will allow advertisers to test the effectiveness of creative. The company said it gives advertisers the power to choose from a variety of diagnostic features to build the creative testing they need and delivers results within as little as six hours.
The solution tests four core components — engagement, associations, short-term sales impact, and long-term brand equity contribution — as well as six optional diagnostics such branding, executional response and persuasion.
The solution can be used to evaluate all ad formats – including digital video and display on Facebook, Instagram, TikTok, YouTube, and TV, OOH, point of sale, print and audio.
