Artificial Intelligence (AI) is not a new concept in communication. Since the development of digital technology, AI has been extensively utilized in various information systems.
Recently, AI in the form of ChatGPT has gained popularity among students due to its ability to gather information quickly. However, AI’s progress has sparked both praise and controversy among experts.
The UGM Master in Communication Science Program addressed this issue in the eighth episode of the Diskoma series, “Artificial Intelligence in the Communication Industry.”
“AI has evolved significantly from what we used to envision. In the past, AI was considered advanced so that not everyone could use it,” said communication science lecturer Syaifa Tania.
“But now, AI has become a part of our lives. Of course, various challenges have emerged alongside its capabilities.”
AI is predicted to potentially replace 375 jobs, which demands significant efforts to develop new skills among workers to ensure job availability.
“One example of AI application in the communication industry is advertising. AI is used to access media content. This is a familiar example we encounter,” she added.
“When we both visit a website, the ads I receive might differ from the ones you receive, even if the website is the same.”
According to her, AI’s automation for catering to specific individual needs is why AI is extensively utilized in the industry. This capability assists enterprises in identifying the right target market and effectively delivering information.
The lecturer outlined four main challenges in the advancement of AI.
“Firstly, consumer protection regarding the products and services used, particularly regarding privacy. Then there’s the issue of misinformation; we’ve all heard about hoaxes,” Syaifa Tania elucidated.
“Next, there’s news diversity, personalized news that benefits news institutions and audiences. Lastly, there’s online targeting and community standards.”
AI services that tend to personalize information expose individuals to a multitude of similar information, hindering the acquisition of diverse information. This is also one of the reasons behind the easy spread of hoaxes.
Rosinski Hiro, an alumnus of the UGM Department of Communication Science and Head of Strategy at Ambilhati, provided insight into how AI affects human life.
“We must understand two concepts when discussing industries, jobs, and professions. Our knowledge is our main asset, while information is a commodity. Google and Instagram, or now META, have already acquired this commodity. AI will never replace humans, but humans using AI will excel,” he stated.
“AI might offer faster, cheaper, and more abundant information. However, humans can provide accurate, high-quality, and relevant information. Compared to humans, the relevance of AI-generated information is still far behind.”
For him, AI doesn’t need to be positioned as a threat; rather, the focus should be on maximizing AI’s potential.