So these artificial intelligence tools are not going to revolutionize marketing?
AG: They are not going to revolutionize large-scale projects, those where marketing managers must deploy inventiveness on the message, on the product, on the way to position and sell it. These tools special database do not bring radical novelty, they produce the conventional. These language models will not be able to understand the subtleties of human exchange. They will not replace thinking about the semiology of the message or the sociology of buyers. To present a product, ChatGPT will, for example, be able to write an argument highlighting the product. But it will not replace the construction of a marketing plan to accompany an innovation, a truly original product or service. ChatGPT suggests, gives ideas, allows certain small tasks to be carried out or automated, but nothing likely to replace advertising agencies.
Do artificial intelligence tools still contain traces of bias today?
AG: Gender biases can remain because training corpora are biased: when you have to train an artificial intelligence, you draw on Internet forums or old books that contain tacit gender biases. But to make AIs mainstream, their designers - Open AI, then Google - have done a huge amount of work to correct the biases linked to a training corpus. They have trained the AIs not to show bias with humans. And they have strongly aligned the AIs in the direction of their corporate values: that is to say, the values of Silicon Valley, progressive, democratic, inclusive, positive and even "woke" at the limit.v
