Bhubaneswar: Technology advances and evolution are inevitable. Artificial intelligence (AI) is one such change, but it should be used to support rather than the speaker proposed in the fourth edition of Sanbad CEO Conclave yesterday.
“When we took part in a panel discussion entitled “How AI: Greener: How Smart Technology Drives Sustainable Industry,” speakers Rupa Jha (CEO and Co-Founder of Collective Newsroom BBC) and Vishal Vithal Kamath (Executive Director, Kamath Hotels Ltd) believe that AI is like its benefits, just like any other technological change.
Describing in detail the use of AI in the media industry, Jha said, “Technology changes are constant. There is always innovation and disruption. But confusion is essential to avoid stagnation. There's no need to be scared.
Jha continued to emphasize that the main threat of AI in journalism is to create synthetic news and its damaging effects on democracy. “Today, fake news can be generated with AI tools. If people who consume such information are illiterate and cannot distinguish between AI-generated content and the original content, the media is a great responsibility to ensure that the credibility of journalism is not compromised. Win in the face of invention,” she added.
Shedding light on the use of AI in the hospitality industry, Kamath said it is a major misconception that artificial intelligence is a new innovation. “AI has been in use for many years. The only difference is that its previous use was limited to the backends of large software companies, but it is now consumer-driven. Today, Common Man has the power to create content using AI.
He detailed how AI has benfitted the hospitality industry in countless ways by helping to integrate many funnels and helping businesses save money. “When I ran AI in the industry accounting process, I technically got 10-12 people redundant. But I found ways to train them with alternative skills and roles.
Kamath also said that AI can help clear and pack leaks of human errors in various segments. “At this time of year, business means compliance, and AI can be a huge help when it comes to handling data collection, GST returns and penalties avoidance.
Comparing the role of AI in the media and hospitality sector, JHA stated that its use in the latter is more process-oriented. However, media is much more dependent on human instincts, and AI needs to be used in a more controlled and responsible way to avoid losing trust in information, she added.
