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Human creators stand to benefit as AI rewrites the rules of content creation

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Human creators stand to benefit as AI rewrites the rules of content creation


A game-changer for content creation

Among the AI-related technologies to have emerged in the past several years is generative AI—deep-learning algorithms that allow computers to generate original content, such as text, images, video, audio, and code. And demand for such content will likely jump in the coming years—Gartner predicts that by 2025, generative AI will account for 10% of all data created, compared with 1% in 2022. 

Screenshot of Jason Allen’s work “Théâtre D’opéra Spatial,” Discord 

“Théâtre D’opéra Spatial” is an example of AI-generated content (AIGC), created with the Midjourney text-to-art generator program. Several other AI-driven art-generating programs have also emerged in 2022, capable of creating paintings from single-line text prompts. The diversity of technologies reflects a wide range of artistic styles and different user demands. DALL-E 2 and Stable Diffusion, for instance, are focused mainly on western-style artwork, while Baidu’s ERNIE-ViLG and Wenxin Yige produce images influenced by Chinese aesthetics. At Baidu’s deep learning developer conference Wave Summit+ 2022, the company announced that Wenxin Yige has been updated with new features, including turning photos into AI-generated art, image editing, and one-click video production.

Meanwhile, AIGC can also include articles, videos, and various other media offerings such as voice synthesis. A technology that generates audible speech indistinguishable from the voice of the original speaker, voice synthesis can be applied in many scenarios, including voice navigation for digital maps. Baidu Maps, for example, allows users to customize its voice navigation to their own voice just by recording nine sentences.

Recent advances in AI technologies have also created generative language models that can fluently compose texts with just one click. They can be used for generating marketing copy, processing documents, extracting summaries, and other text tasks, unlocking creativity that other technologies such as voice synthesis have failed to tap. One of the leading generative language models is Baidu’s ERNIE 3.0, which has been widely applied in various industries such as health care, education, technology, and entertainment.

“In the past year, artificial intelligence has made a great leap and changed its technological direction,” says Robin Li, CEO of Baidu. “Artificial intelligence has gone from understanding pictures and text to generating content.” Going one step further, Baidu App, a popular search and newsfeed app with over 600 million monthly users, including five million content creators, recently released a video editing feature that can produce a short video accompanied by a voiceover created from data provided in an article.

Improving efficiency and growth

As AIGC becomes increasingly common, it could make content creation more efficient by getting rid of repetitive, time-intensive tasks for creators such as sorting out source assets and voice recordings and rendering images. Aspiring filmmakers, for instance, have long had to pay their dues by spending countless hours mastering the complex and tedious process of video editing. AIGC may soon make that unnecessary. 

Besides boosting efficiency, AIGC could also increase business growth in content creation amid rising demand for personalized digital content that users can interact with dynamically. InsightSLICE forecasts that the global digital creation market will on average grow 12% annually between 2020 and 2030 and hit $38.2 billion. With content consumption fast outpacing production, traditional development methods will likely struggle to meet such increasing demand, creating a gap that could be filled by AIGC. “AI has the potential to meet this massive demand for content at a tenth of the cost and a hundred times or thousands of times faster in the next decade,” Li says.

AI with humanity as its foundation

AIGC can also serve as an educational tool by helping children develop their creativity. StoryDrawer, for instance, is an AI-driven program designed to boost children’s creative thinking, which often declines as the focus in their education shifts to rote learning. 

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How do I know if egg freezing is for me?

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How do I know if egg freezing is for me?


The tool is currently being trialed in a group of research volunteers and is not yet widely available. But I’m hoping it represents a move toward more transparency and openness about the real costs and benefits of egg freezing. Yes, it is a remarkable technology that can help people become parents. But it might not be the best option for everyone.

Read more from Tech Review’s archive

Anna Louie Sussman had her eggs frozen in Italy and Spain because services in New York were too expensive. Luckily, there are specialized couriers ready to take frozen sex cells on international journeys, she wrote.

Michele Harrison was 41 when she froze 21 of her eggs. By the time she wanted to use them, two years later, only one was viable. Although she did have a baby, her case demonstrates that egg freezing is no guarantee of parenthood, wrote Bonnie Rochman.

What happens if someone dies with eggs in storage? Frozen eggs and sperm can still be used to create new life, but it’s tricky to work out who can make the decision, as I wrote in a previous edition of The Checkup.

Meanwhile, the race is on to create lab-made eggs and sperm. These cells, which might be made from a person’s blood or skin cells, could potentially solve a lot of fertility problems—should they ever prove safe, as I wrote in a feature for last year’s magazine issue on gender.

Researchers are also working on ways to mature eggs from transgender men in the lab, which could allow them to store and use their eggs without having to pause gender-affirming medical care or go through other potentially distressing procedures, as I wrote last year.

From around the web

The World Health Organization is set to decide whether covid still represents a “public health emergency of international concern.” It will probably decide to keep this status, because of the current outbreak in China. (STAT)  

Researchers want to study the brains, genes, and other biological features of incarcerated people to find ways to stop them from reoffending. Others warn that this approach is based on shoddy science and racist ideas. (Undark)

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A watermark for chatbots can expose text written by an AI

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The Download: watermarking AI text, and freezing eggs


For example, since OpenAI’s chatbot ChatGPT was launched in November, students have already started cheating by using it to write essays for them. News website CNET has used ChatGPT to write articles, only to have to issue corrections amid accusations of plagiarism. Building the watermarking approach into such systems before they’re released could help address such problems. 

In studies, these watermarks have already been used to identify AI-generated text with near certainty. Researchers at the University of Maryland, for example, were able to spot text created by Meta’s open-source language model, OPT-6.7B, using a detection algorithm they built. The work is described in a paper that’s yet to be peer-reviewed, and the code will be available for free around February 15. 

AI language models work by predicting and generating one word at a time. After each word, the watermarking algorithm randomly divides the language model’s vocabulary into words on a “greenlist” and a “redlist” and then prompts the model to choose words on the greenlist. 

The more greenlisted words in a passage, the more likely it is that the text was generated by a machine. Text written by a person tends to contain a more random mix of words. For example, for the word “beautiful,” the watermarking algorithm could classify the word “flower” as green and “orchid” as red. The AI model with the watermarking algorithm would be more likely to use the word “flower” than “orchid,” explains Tom Goldstein, an assistant professor at the University of Maryland, who was involved in the research. 

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The Download: watermarking AI text, and freezing eggs

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The Download: watermarking AI text, and freezing eggs


That’s why the team behind a new decision-making tool hope it will help to clear up some of the misconceptions around the procedure—and give would-be parents a much-needed insight into its real costs, benefits, and potential pitfalls. Read the full story.

—Jessica Hamzelou

This story is from The Checkup, MIT Technology Review’s weekly newsletter giving you the inside track on all things health and biotech. Sign up to receive it in your inbox every Thursday.

The must-reads

I’ve combed the internet to find you today’s most fun/important/scary/fascinating stories about technology.

1 Elon Musk held a surprise meeting with US political leaders 
Allegedly in the interest of ensuring Twitter is “fair to both parties.” (Insider $)
+ Kanye West’s presidential campaign advisors have been booted off Twitter. (Rolling Stone $)
+ Twitter’s trust and safety head is Musk’s biggest champion. (Bloomberg $) 

2 We’re treating covid like flu now
Annual covid shots are the next logical step. (The Atlantic $)

3 The worst thing about Sam Bankman-Fried’s spell in jail? 
Being cut off from the internet. (Forbes $)
+ Most crypto criminals use just five exchanges. (Wired $)
+ Collapsed crypto firmFTX has objected to a new investigation request. (Reuters)

4 Israel’s tech sector is rising up against its government
Tech workers fear its hardline policies will harm startups. (FT $)

5 It’s possible to power the world solely using renewable energy
At least, according to Stanford academic Mark Jacobson. (The Guardian)
+ Tech bros love the environment these days. (Slate $)
+ How new versions of solar, wind, and batteries could help the grid. (MIT Technology Review)

6 Generative AI is wildly expensive to run 
And that’s why promising startups like OpenAI need to hitch their wagons to the likes of Microsoft. (Bloomberg $)
+ How Microsoft benefits from the ChatGPT hype. (Vox)
+ BuzzFeed is planning to make quizzes supercharged by OpenAI. (WSJ $) 
+ Generative AI is changing everything. But what’s left when the hype is gone? (MIT Technology Review)

7 It’s hard not to blame self-driving cars for accidents
Even when it’s not technically their fault. (WSJ $)

8 What it’s like to swap Google for TikTok
It’s great for food suggestions and hacks, but hopeless for anything work-related. (Wired $)
+ The platform really wants to stay operational in the US. (Vox)
+ TikTok is mired in an eyelash controversy. (Rolling Stone $)

9 CRISPR gene editing kits are available to buy online
But there’s no guarantee these experiments will actually work. (Motherboard)
+ Next up for CRISPR: Gene editing for the masses? (MIT Technology Review)

10 Tech workers are livestreaming their layoffs
It’s a candid window into how these notoriously secretive companies treat their staff. (The Information $)

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