Why do we need responsible AI in the Metaverse?, Marketing & Advertising News, ET BrandEquity

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    To Namrita Mahindoro

    The metaverse has ranged from what Matthew Ball describes as a virtual world, to what is seen as a new iteration of the Internet, to the point at which digital identities become more meaningful to us than physical ones. Defined differently by different stakeholders. Shaan Puri live. Regardless of definition, the metaverse is growing at an exponential rate, with a recent Bloomberg Intelligence report estimating it as his $800 billion market.

    The Metaverse is increasingly recognized as a fertile ground for innovation from which new markets, products and services of all kinds emerge. However, before we can indulge in potential opportunities, we need a better understanding of human motivations for seeking the metaverse. Governance, privacy, and ethical issues can arise if these are manipulated. There are three main human motivations that I have gleaned from various studies.

    Escapism: The Metaverse is an artificial world that can provide an escape for those who find the real world very scary or limiting. Driven by fear, it pulls you out of the real world and creates a place to hide. Being bored and tired gives you an opportunity to get irresistibly excited. The Metaverse gives you more control over and proxy your life. Temporary relief may be fine, but the metaverse could be designed to be addictive. Participants will find themselves spending more time in the Metaverse, away from the real world. Of course, for many metaverse designers, making the metaverse an all-consuming experience is what they want.Fantasy: The Metaverse offers opportunities for personal and professional growth, and opportunities to pursue passions you can only fantasize about. People have multiple personas and express themselves in different ways depending on the group or situation. An avatar is a medium that projects one’s identity within a virtual space. As the avatar grows, the user becomes more intimate and immersed in the metaverse.However, addiction (e.g., internet, video games) and over-immersion lead to confusion and lack of interest in discord with the real world.

    New identity: Avatars embody individuals in a virtual environment. Their appearance and behavior may correspond to the desires and emotions of the real person using the avatar. Therefore, it may be necessary to determine the extent to which the avatar should be withdrawn from possible access and manipulation by the operator of the virtual platform.

    In all of the above scenarios, artificial intelligence (AI) has gone from complex AI algorithms powering infrastructure to unified interfaces via virtual assistants and avatars to accelerate content creation, improve customer experience and industry. It plays a pivotal role in the metaverse until it promotes solutions.

    Combining AI and Augmented Reality (XR) allows us to understand and amplify ourselves, expanding the possibilities of the human experience in the process, but it is a safe and unethical AI system. I am well aware of the dangers. How it creates gender, ethnic and racial biases, perpetuates inequality, violates privacy, increases data and cybersecurity vulnerabilities, raises personal safety hazards and hinders transparency. And we’ve seen how it contributes to the climate crisis.When AI powers language, chatbots, or branded virtual reality, there are many opportunities to lose customer trust and dehumanize it.

    Organizations and countries are ill-equipped to address the privacy and security issues facing the Metaverse. One of the biggest challenges is the lack of qualified people to deal with the complexity of the architecture and develop secure solutions for the metaverse. Additionally, the “borderless” nature of the Metaverse means that while we may want to assume that the GDPR applies, we need to clarify the terms that deal with the transfer and processing of data outside the EU. .of GDPR It applies based on the location of the subject when the data is processed, not on their country of origin or citizenship.

    So can we check the location based on who is controlling the avatar? Or is it more appropriate to check the avatar itself since it is the avatar’s data that is being processed? On a side note, how can we determine which jurisdiction the metaverse belongs to? These are all questions that have already been discussed in multiple forums

    Additionally, hackers can steal digital avatars in the metaverse. Immersive virtual settings allow you to manipulate users into physical harm. Similarly, some criminals in today’s internet may change their behavior in the metaverse, such as attacking avatars instead of cyberbullying.

    There are also concerns that adversary nations may use the Metaverse to engage in new kinds of cyber warfare against each other. For example, adversaries may target biometric data, financial information, and other digital assets. Some have pointed to the potential emergence of geopolitical dimensions in the Metaverse. And we’ve seen some of this play out in the recent Ukrainian-Russian war.

    The operational, financial, legal, reputational, and sustainability risks from AI failures are real, and current real-world models and governance may fall short.

    Developing responsible AI (RAI) is critical to addressing these risks and challenges. According to Accenture, Responsible AI Designing, developing and deploying AI with the good intentions of empowering employees and businesses, having a fair impact on customers and society, and enabling businesses to create trust and scale AI with confidence Practice.

    Without a responsible AI, you may not be able to scale your AI at all. Initiatives to advance this vision of responsible AI have been embraced by companies, countries and international organizations alike. The World Economic Forum has launched the Global AI Action Alliance (GAIA). This is an initiative to accelerate the adoption of inclusive, transparent and trustworthy AI globally in 2021 with a member base of 175 businesses, governments, civil society organizations and academic institutions.

    Incorporating a lens of human motivation, Responsible AI is inspired by the values ​​and principles of fairness, transparency, diversity and inclusivity, accountability and equality, and is responsible for designing, managing and operating in the Metaverse. We need to build the necessary framework to manage our ethical approach. We always talk about putting humans at the center of technology. I need to do this in the metaverse.

    Much work has been done to develop responsible AI principles and policies, but organizations often struggle to successfully implement them. Potential barriers and challenges include responsible AI being cross-functional but in silos. Lack or limitation of AI risk management, lack of talent, need for new responsible AI KPI definition.

    BCG calls this the Responsible AI Gap and shares a six-step framework for unlocking the true potential of Responsible AI. A key pillar is strengthening responsible AI leadership. Development of principles, policies and training. Establish human and AI governance. Conduct responsible AI reviews. Integrate tools and methods, build and test response plans. Similar frameworks have been developed by others, including: world economic forumAccenture, and the Carnegie Council shift from AI compliance to competitive advantage.

    Build models and governance that not only act as great playgrounds for humans to identify and simulate new opportunities and take action on them, but also enable responsibility and accountability in line with values ​​and priorities. You need to nurture the metaverse so that it does.Happiness of society as a whole
    Adopting responsible AI is key to building trust, fostering a humane and inclusive society, and accelerating this journey to enable sustainable value creation and an environmentally safe metaverse. can play a role.

    To build trust, the workforce needs to be retrained to take advantage of the metaverse. Policy makers and regulators need to create people-centred policies. An empathy-first approach helps ensure the metaverse enhances human potential.

    To foster a humanistic and inclusive world, human emotions must not be manipulated. When designing experiences and outcomes, we need to balance the best interests of our participants with those of those creating these environments.Building privacy, security and safety into the underlying technology should be a priority

    Similarly, building spaces that escape the real world addresses increasingly pressing social challenges such as climate change, economic inequality, and the impact of authoritarian political movements on the well-being of society as a whole. helps guide human intentions and actions for

    According to McKinsey’s recent research on the potential of the Metaverse, it could create an impact of up to $5 trillion by 2030. To make the metaverse more responsible and sustainable, we need to think about a green software approach. Green AI, cloud, data, XR and blockchain practices.

    The seamless nature of the transition between physical and virtual and the multimodal enhancement of our experiences and interactions opens up an endless range of possibilities, many of which are perhaps beyond our current understanding. What becomes is recognizing and understanding that the motivation for seeking the metaverse changes over time as human experiences and interests evolve. It is also about ensuring that the same value system aligns to build a responsible and accountable ecosystem.

    (Author is Chief Digital Officer of AV Birla Group)

    A new generation of socially conscious consumers see no reason or need for any form of discrimination. They embrace modern liberal values ​​and are not afraid to speak up or take action against discriminatory practices. In short, if you’re not a socially conscious business, young consumers may shy away from your product or service and walk away.

    • Published March 13, 2023 08:03 AM IST

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