Reality used to be such a simple concept. If you saw it, it happened. Until recently photos were seen as ‘proofs’. Not anymore. Enter AI-generated images, and suddenly, truth feels more like an opinion than a fact. What was once the realm of Photoshop enthusiasts has now been industrialized by machines that churn out convincing visuals in a matter of seconds.

Jean Baudrillard, the famed French sociologist and philosopher, saw it coming. Fifty years ago, he argued that digital images were disconnecting from any ‘original’ planted in the real world: copies of copies with no foundation would soon inundate our mind. A disconcerting view, and indeed, this is where we find ourselves today, with no clear sense of what lies ahead.

Sure, Gen AI isn’t out there plotting to destroy reality. It’s just exceptionally good at blending pieces of the world it knows into images that never existed. Give it enough data, and it’ll create a perfect wedding photo starring friends of yours who’ve never met. It’s less of an artistic statement and more of a hyper-efficient collage artist with no memory or identity.

The problem is that these synthetic snapshots aren’t confined to harmless fun. Political campaigns, courtroom exhibits, and breaking news stories are all prime targets for AI’s overactive imagination. One minute, you’re marveling at a stunning sunset over the ocean; the next, you realize the waves were generated by a machine that’s never dipped a toe in water.

Of course, humanity isn’t entirely defenseless. Researchers are already crafting AI that can spot its lying counterpart. It’s like training a dog to sniff out another dog’s buried bones – a pretty odd situation, if you think about it. These detection tools might not be perfect, but they’re our best bet for keeping AI’s digital wizardry from rewriting history.

So where does that leave us? Somewhere between cautious optimism and full-blown paranoia. Gen AI isn’t evil, but it’s definitely mischievous. The best advice for navigating this brave new world? Trust your instincts, question the unbelievable, and maybe don’t put too much faith in that “vintage” photo of Albert Einstein taking a selfie.

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Get ready for a mind-blowing upgrade in Gen AI. We’re moving beyond simple content creation to powerful AI agents that can autonomously handle complex tasks across industries. Imagine a virtual assistant who not only books your flight, but also negotiates the best hotel deals and plans your itinerary.

This isn’t just a sci-fi dream. These “agentic systems” are already in development. They can strategize, use online tools, collaborate with others, and learn from experience. Think of them as highly skilled virtual colleagues, not just chatbots responding to your every whim.

The cool factor doesn’t stop there. Gen AI is becoming multi-modal, meaning it can handle text, images, audio, and video all at once. This opens doors for richer interactions and spectacular outputs. We’re already seeing this with tools like DALL-E, which can generate images that seamlessly blend text elements.

This AI revolution is particularly exciting for finance, healthcare, and creative fields. Imagine financial institutions with AI agents streamlining audits and crafting personalized pitches. In healthcare, AI could analyze vast datasets to create customized treatment plans and anticipate patient needs. For artists, AI could become a collaborator, unlocking new forms of creative expression.

But with great power comes great responsibility. As Gen AI evolves, we need strong ethical guidelines in place. Issues like bias and transparency must be addressed. Thankfully, initiatives like the World Economic Forum’s Presidio AI Framework are working on ethical guardrails for responsible AI development.

So, buckle up! Gen AI isn’t just about efficiency – it’s about ushering in an era of intelligent partners that empower us in both personal and professional lives. Projections show it could create up to 97 million jobs by 2025. This AI revolution is coming, and it’s going to be epic.

Photo by Rolf van Root on Unsplash

Recently, everyone has been talking about ChatGPT, the language model developed by OpenAI. With its advanced capabilities, ChatGPT is revolutionizing the way we communicate with machines. It has the ability to understand natural language and respond in a human-like manner, making it ideal for a wide range of applications, from customer service to virtual assistants. ChatGPT’s language processing abilities are based on deep learning algorithms that analyze large amounts of data to generate responses that are both accurate and contextually appropriate. As a result, ChatGPT is quickly becoming one of the most sought-after tools for businesses and individuals looking to improve their communication with machines (and humans).

The fact is, ChatGPT is only the beginning of a revolution that will transform the way humans interact with technology. Artificial intelligence has come a long way since the first AI program was written in 1951. Today, AI systems can perform a wide range of tasks, from playing chess to driving cars. However, AI is still in its infancy, and there is much more that can be done.

One area where AI is having a big impact is in natural language generation (NLG). NLG is the field of study that focuses on how computers can produce understandable human language. NLG is what powers chatbots like ChatGPT, which can converse with humans in a way that feels natural and intuitive.

A number of other companies are also active in this area, aiming to compete directly with ChatGPT. For instance, Google’s T5. T5 (Text-to-Text Transfer Transformer) is a NLG model developed by Google that is similar to ChatGPT in terms of its architecture and capabilities. T5 is pre-trained on a large dataset of text and can be fine-tuned for specific tasks, making it highly versatile and capable of generating high-quality text in response to various prompts.

In the coming years, thanks to this competition we can expect to see NLG technology continue to advance. Already, systems such as ChatGPT can understand and respond to human language at a level that was once thought impossible. These systems will be used to power virtual assistants, customer service bots, and digital humans.

Storytelling

In 2019 I published a book titled Storytelling and AI, arguing that machines were fast learning to speak like humans; and would soon master the secrets of storytelling that until now, for tens of thousands of years, have been the exclusive domain of humankind. The advent of ChatGPT is a strong confirmation of that argument.

Indeed, ChatGPT can be a very useful tool in the field of storytelling in several ways:

• Idea generation. ChatGPT can help writers generate new ideas for stories by providing prompts or suggestions based on a given topic, theme, or character.

• Character development. ChatGPT can assist writers in creating and developing complex characters by answering questions about their backgrounds, motivations, and personalities.

• Plot development. ChatGPT can help writers develop plot twists and turns by suggesting different scenarios or plot points to keep the story engaging.

• Dialogue creation. ChatGPT can assist writers in crafting compelling dialogue by suggesting different phrases, idioms, and expressions that fit the tone and style of the story.

• Editing and revision. ChatGPT can be used as a tool for editing and revising a story by suggesting alternative words, phrases, and sentence structures that may improve the flow and readability of the story.

In other words, today ChatGPT can be a valuable ‘storytelling assistant’ for writers to enhance their creativity, develop their writing skills, and create engaging and compelling stories.

We can expect to see even more exciting progress in the coming years.  As AI technology continues to advance at a rapid pace, it’s important to consider what the future may hold for NLG software such as ChatGPT. Here are some possible developments:

• Improved conversational abilities. ChatGPT and other NLG software may become even more advanced in their conversational abilities. They may be able to understand and respond to more complex queries, making them even more useful for customer service, personal assistance, and other applications.

• More realistic responses. In the future, NLG software may become even better at creating responses that are indistinguishable from those created by a human. They may be able to incorporate more nuance, sarcasm, and humor into their responses, making them even more engaging and enjoyable to interact with.

• Personalization. As ChatGPT software continues to advance, it may become more tailored to individual users. It may be able to learn from previous interactions and create responses that are more personalized and relevant to each user’s individual needs and preferences.

• Integration with other technologies. NLG software may become more seamlessly integrated with other technologies, such as virtual and augmented reality. This could create even more immersive and engaging experiences for users, allowing them to interact with NLG software in more natural and intuitive ways.

• Story invention. ChatGPT is already able to create stories on the basis of simple prompts. This ability will evolve making NLG software more and more able to invent meaningful narratives, even in the form of novels or movie scripts.

• More applications. As ChatGPT software becomes more advanced and versatile, it may find applications in a wider range of industries and contexts. For example, it could be used to generate personalized news articles, ads, financial reports, and other types of content.

In brief, as AI technology continues to advance, NLG software in general, and ChatGPT in particular, will likely become even more powerful, versatile, and useful for a wide range of applications.

Metaverse and brand storytelling

In early November 2022, just weeks before the launch of ChatGPT, I published a book titled Brand Storytelling in the Metaverse. There, I noted that new NLG software will soon be integrated with AI avatars in the metaverse, particularly with brand avatars interacting in a dialogue with customers in virtual worlds. This development is now going to be enabled by tools such as ChatGPT.

By integrating ChatGPT with brand avatars, customers could have natural language conversations with artificial humans in real-time, allowing for personalized and responsive interactions. This could help to create a more engaging and interactive customer experience, as customers would feel like they are having a real conversation with the brand rather than simply receiving canned responses.

One potential benefit of using ChatGPT with AI avatars in the metaverse is that these artificial entities could provide customers with a much wider set of answers to their queries. For instance, a digital assistant for a car maker could be knowledgeable about all details of a 200-page instruction manual. A brand avatar empowered by ChatGPT could also help to reduce the workload of human customer service representatives. By automating some of the simpler interactions, such as answering frequently asked questions, human representatives could focus on more complex issues and offer more personalized assistance to customers.

However, there are also potential challenges associated with integrating ChatGPT with AI avatars in the metaverse. For example, as with any AI technology, there is a risk of discriminatory language if the training data is not diverse and representative. Additionally, it may be challenging to ensure that the avatar’s body language and facial expressions are conveying the intended tone and emotion of the conversation.

Clearly, there are still significant hurdles to integrating ChatGPT with AI avatars in the metaverse; but there are also many potential benefits. By creating more engaging and immersive customer experiences, brands will be able to foster deeper connections with their customers and increase customer loyalty.

Jobs

Many people worry that AI systems such as ChatGPT could ‘steal’ a lot of  jobs in the coming years. Undoubtedly, there is a risk that ChatGPT and other NLG technologies will automate some jobs that currently rely on human language skills, but it is important to consider the nuances of this issue.

On the one hand, NLG technologies like ChatGPT can be used to automate tasks such as customer service, content creation, and data analysis, which traditionally require human language skills. This could lead to job displacement in certain industries, particularly those that rely heavily on repetitive or routine tasks. For example, ChatGPT could be used to automate some aspects of content creation, such as generating news pieces or social media posts, which could potentially displace human writers and editors.

On the other hand, NLG technologies can also create new opportunities for human workers, particularly in areas where NLG can enhance or augment human skills. For example, ChatGPT could be used to help journalists and writers generate more content in less time, freeing them up to focus on more complex or investigative reporting. Additionally, ChatGPT could be used to help language teachers create more personalized learning materials for their students, or to help doctors and medical professionals create more accurate and efficient medical reports.

Furthermore, it is important to note that NLG technologies are not yet advanced enough to completely replace human language skills. While they can generate human-like text, they still lack the creativity, nuance, and subtleness that human language use requires. Human language is also highly contextual and often requires emotional intelligence and cultural knowledge that machines may not be able to replicate.

So, there is actually a risk that NLG technologies like ChatGPT could displace some jobs that rely on human language skills. However, there are also many potential benefits and opportunities for human workers. It is important for policymakers and industry leaders to consider the potential impacts of NLG technologies on the workforce and to ensure that the benefits are widely shared and that the transition to an automated future is managed in a responsible and equitable manner.

Other risks

Job displacement is not the only risk associated with a wider use of technologies such as ChatGPT. Here are some other potential dangers and some suggestions on ways to control and limit them:

1. Bias. NLG software can perpetuate biases present in its training data, resulting in offensive language or conclusions. To control and limit this risk, it is important to ensure that the data used to train the NLG software is balanced and representative of different groups. Additionally, regular audits should be conducted to ensure that the NLG software is not perpetuating any biases.

2. Misinformation. ChatGPT may inadvertently generate false or misleading information. To control this risk, it is important to incorporate fact-checking mechanisms into the NLG software. This can involve cross-referencing with reliable sources and verifying information with human experts.

3. Privacy. NLG software may collect personal information about users, potentially raising privacy concerns. To limit this risk, it is important to adhere to established privacy guidelines and regulations, such as GDPR. Additionally, users should be provided with clear information about what information is being collected and how it will be used.

4. Dependence. Technologies such as Chat GPT may become so widely used that humans become overly reliant on them. This can lead to a loss of critical thinking skills and the ability to evaluate information independently. To control this risk, it is important to encourage the development of critical thinking skills and provide education on how to evaluate information effectively.

5. Security. NLG software may be vulnerable to cyber attacks, potentially leading to the compromise of sensitive information. To limit this risk, it is important to incorporate robust security measures into the NLG software, such as encryption and regular vulnerability assessments.

Overall, while tools such as ChatGPT offer many potential advantages, it is important to be aware of the potential risks and take steps to avoid them. By addressing these risks, we can ensure that NLG technologies are used in a safe and responsible manner that benefits society as a whole.

Storytellers are well aware that a story is only as good as its villain. Nobody wants to watch a movie where the hero faces no obstacle. That’s why finding a tough and terrifying villain is so crucial in making a story work (and sell). Today, although the coronavirus causing COVID-19 is undoubtedly a very serious matter, some experts in the scientific community say the panic surrounding it is not warranted. The fact is, the media all over the world are seizing on the opportunity of portraying this virus as the perfect enemy of us all. The consequence: a lot of people are scared as they have never been before. With the threat increasing, many switch to their instinct of individual survival and may start behaving irrationally (for instance, by panic buying). The symbolism of this unfolding conflict is very powerful, but it’s somewhat concealed. Here are some keys to decode it and put it in plain view.

A most unnerving enemy

SARS-CoV-2, the so-called coronavirus, is dangerous and it’s a killer. Many epidemiologists and political leaders warn that, if left unchecked, it could kill millions. Besides, it’s characterized by a series of traits that make it particularly frightening. It’s alien. It’s very contagious. It’s stealthy because it’s invisible. When magnified, with its ‘corona’ (crown) it appears at the same time beautiful and horrific. Its fatality rate (the percentage of the dead on the infected) is much lower than Ebola’s but much higher than the common flu’s. One may be infected without showing symptoms, meaning it may be anywhere, close to you. It’s cruel as it kills by preventing one from breathing. Currently, there’s no real defense against it. It’s different from all other viruses, so it’s basically unknown. As such, it’s unpredictable and ominous.

This description explains why the coronavirus is so distressing to many people. Yet the portrait may be somewhat misleading. So far, the number of deaths associated with this virus is just a fraction of that of malaria or rotavirus, or even AIDS (which has wiped out a total of 32 million people and is still killing over 700 thousand each year). As for cancer, according to the WHO it accounted for an estimated 9,6 million deaths in 2018. So, why isn’t people’s attention turned to those other medical conditions?

For several psychologists, the main reason is the fear of the unknown. People are less worried with diseases that have been around for a long time and whose cause is familiar – for instance, most people know that malaria, yellow fever, and dengue fever are caused by mosquitos. Instead, they are deeply concerned by coronavirus because scientists understand so little about it and its origin is controversial (a bat? a lab? a conspiracy?). A further reason for anxiety is the disturbing uncertainty it has injected into our lives, ravaging the economy and putting millions of jobs on the line.

Also, in a growing number of countries the virus has totally disrupted daily routines, as social distancing means no meetings, no events, no schooling, no restaurants, no pubs, no gym, no cinema – in short, no public life at all, which adds to the impression that coronavirus must be worse than any other disease. All these elements converge in making the crisis quite difficult to handle in terms of mental health and emotional challenges. 

The war has started

Anyway, despite being unprepared (as we have no weapons), we have already started this battle. Doctors and nurses on the front line say they “feel at war”, and the sentence has been picked up first by politicians and then by everyone else. Some may interpret it literally. In the US many rifle shops have now the longest queues, with people flocking to buy guns and ammunition: clearly it’s not about shooting the virus but – irrationally – trying to prepare for the unknown, one way or another.

The world over, scientific laboratories are at work in search of vaccines and treatments. Not by chance, in many countries the restrictions to the freedom of movement are now enforced by the army. The many sudden and tragic deaths due to the virus aggravate this feeling. In Bergamo, a northern Italian town close to Milan, the number of dead is so high that there’s no way to cremate all corpses locally, therefore somber military truck convoys carry the coffins elsewhere, in the surrounding regions. Strong symbols such as national flags and anthems are being shared to support social values and appeal to a sense of unity.

On the other side of the front, the coronavirus is alone – but symbolically no less powerful. Its strength is provided by its Darwinian, unique drive to expand by multiplying as much as possible. A sort of obsession, which however cannot be labeled this way as a virus in not a living entity. In a way, the condition of this coronavirus might be seen as pitiful. It’s tiny. It’s simply, as scientists say, ‘on the edge of life’ (like all viruses), meaning that it’s unable to survive on its own and compelled to enter other organisms in order to exist. It’s probably soon bound to be defeated by a vaccine and possibly eradicated from Earth like its cousin SARS-CoV (the virus responsible for SARS). But this end cannot be taken for granted, and for many months from now (some say at least eighteen) SARS-CoV-2 is threatening to wreak havoc all over the place.

The role of brands

So, the fight is underway and no one can escape it. We all have to decide which side we are on. It may seem that nobody will side with the virus but this is not necessarily true. All those who behave irresponsibly and, when infected, avoid quarantine, are acting in support of corona. But what about the role of brands? What is their position in this context and in this story? That’s a delicate question. Obviously brands, as important social players, should be on the side of mankind and provide all possible help to overcome this crisis.

Realistically, some of them will benefit and some will face very difficult times, depending on what industry they are in. Many companies operating online will thrive, while providing much needed goods and services at the same time. Other companies, like those related to travel and tourism, are already suffering. All brands, in any case, should take good care of their customers and their employees, protecting them from the health and economic implications that are impacting our societies.

Are brands doing all that they can? Not always. One meaningful example: I greatly appreciate the behavior of some outstanding newspapers that have decided to offer free access to their websites on the global coronavirus crisis. Instead, I am quite surprised to see other news websites that attract readers with alarming titles but reserve the information on the crisis to their paying subscribers – even when it’s about something vital for anyone to know. From a symbolic point of view, these brands are not on the side of the virus; but they are not really on the side of people, either. It’s an ambiguous position that should be corrected, the sooner the better. In this unsettling war, panic may be unwarranted but brands should definitely not try to make a profit from it.

Today the shop around the corner, the hairdresser, the physiotherapist or the little, nice restaurant are in dire straits. Most of these activities are being shut down, and require the solidarity of all. The biggest brands should do their part, showing what social responsibility actually means. And they must avoid certain temptations. For instance, in the current situation they shouldn’t inundate email boxes with newsletters aimed at stimulating captive customers to buy online things they don’t really need. That’s not the time to be greedy: it’s the time for brands to play their role of helpers, supporting the heroes of this battle – the normal consumers/citizens, the doctors and nurses, the little businesses – in their effort to overcome this moment and get their lives back.

Many are already doing the right thing. Brands such as Subway, Pret A Manger, Nando’s are offering discounts on food and free coffee to medical workers. Chinese tech companies have developed apps to provide citizens with detailed, verified and updated information on the virus outbreak. Eventually, when the crisis will pass, and it will pass, people will remember which brands were indeed helpful and which ones weren’t.

I discussed this article with my friend Alexander Linder, who contributed some valuable insights. Clearly Alexander is not responsible for the possible shortcomings of my piece.

Nell’anno che si è appena concluso molte aziende hanno saputo creare storie di marca attraenti e di valore. Ma quella che per me è risultata la più interessante è Breaking2 di Nike. Lo stimolo narrativo è partito col trailer: Rompere la barriera di 2 ore nella maratona è impossibile. Tutti lo sanno. Lo sa la storia. Lo sa la scienza. Lo sa chiunque abbia un po’ di buon senso. È una follia. Nessuno può correre così veloce per tutto quel tempo. Quindi, ci proviamo noi.

Come? Tre maratoneti tra i più forti del mondo, tutti provenienti dai paesi dell’Africa orientale in cui correre è assieme normalità e leggenda. Un obiettivo considerato oltre i limiti delle capacità umane. Un gruppo unico di tecnici di Nike, medici dello sport, scienziati, ingegneri, fisiologi. Una nuova scarpa Nike realizzata per questo specifico evento (anche se poi disponibile a tutti gli atleti). Un investimento di milioni di dollari. Una partnership con National Geographic per registrare la cronaca di questa eccezionale impresa.

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Per cortese decisione dell’editore Franco Angeli, a distanza di sei anni dalla sua prima uscita il mio libro Web Storytelling viene ripubblicato. Ieri ho consegnato il testo aggiornato, e il nuovo libro uscirà con lo stesso titolo in Aprile 2018.

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