Salesforce has launched these efforts to meet marketers’ growing demand for AI solutions. Roughly 60% of marketers say that generative AI will transform their role, and 71% believe it will enable them to focus on more strategic work, according to a new study conducted by Salesforce. Agencies are also getting in on the action: just last week, WPP launched a generative AI ad platform with Nvidia, and The Brandtech Group acquired Jellyfish to explore new technological applications such as AI.
Despite this interest, some marketers are worried that the AI race may be developing too quickly. A lack of federal regulation has sparked issues around copyright and data privacy. The Association of National Advertisers, for this reason, rolled out a new guideline encouraging agencies to receive prior consent from clients before using AI in their work.
This apprehension reflects a wider concern from technologists that AI is growing too rapidly. In March, more than 1,000 tech leaders and researchers—including Elon Musk—called for a pause on AI development. Another 350 experts, including OpenAI’s CEO Sam Altman, signed an open letter last week that warned about the extinction-level risks that AI poses to humanity.
Altman has spearheaded efforts to get the ball rolling on regulation; he appeared before Congress last month urging action and has been vocal in the public about the importance of tamping down AI over-development. But in spite of the lip service, he has yet to make any business concessions of his own. The same week he testified in front of Congress, OpenAI launched an official ChatGPT app on the App Store. He has also reportedly bristled at early drafts of regulation coming out of the EU, complaining the policies are too extreme, according to Reuters.