OpenAI COO Brad Lightcap: AI won't take your job, but it will probably make you busier than before

Original source: Modern Advertising Magazine

In the past few months, the generative artificial intelligence represented by ChatGPT and DALL-E has undoubtedly brought disruptive changes to the creative design industry.

On the second day of the Cannes Lions International Festival of Creativity, Margaret Johnson, Chief Creative Officer and Partner of Goodby, Silverstein & Partners, and Brad Lightcap, Chief Operating Officer of OpenAI, discussed in depth what the development of artificial intelligence means for the creative industry.

"There is no doubt that this is a technology that will change the nature of our work. Just as the computer has been invented, it has changed the way we think about creation and changed the way we work. But it will not replace your job. "

“It’s more of a powerful and important tool, but it doesn’t require you to take things out of your toolbox. Some things that we need to spend a lot of time and energy doing today won’t require so much time in the future. We can make a bet that because of AI, this industry will probably be more competitive than it was 5 years ago, and you guys will be busier in 5 years.”

"Because this technology can further advance people's ability to explore and create. We don't necessarily need to start from a blank sheet of paper to build our ideas. Through this technology, everyone will explore the limits of their imagination and will Some creative ideas are refined, and more methods are explored and applied to improve the idea until it is perfect.”

Brad said that as the chief operating officer of OpenAI, his job is to build the use of artificial intelligence and oversee its deployment, that is, to implement the technology to the level of real-world applications, and to build tools on top of the technology so that people can use it to improve Productivity, creating new things, and ultimately bringing more value to the world.

"It can be said that everyone is creative. Before, there were many restrictions on creation, and time and resource budget needed to be considered, but now we can see more possibilities. Through AI technology, we may usher in A creative explosion."

In the on-site interaction, most people said that they have used AI to help their work, and Brad emphasized that in the field of creativity, the most important thing is people's own ideas and creativity, whether it is ChatGPT or DALL-E, it is a Tools, which can lower the threshold for realizing ideas, but the most difficult thing is to have breakthrough ideas.

When it comes to the application of this technology, OpenAI is also very concerned about the problems encountered in the localization of this technology. Brad mentioned that this technology is subversive, and technicians are constantly upgrading his operating mode. But when it comes to application, it not only affects everyone's work mode, but also is related to the life mode of people everywhere, and is related to the local culture, history, and language mode.

"To make technology more widely used and localized, we need to understand the different values of people around the world, and this is not just a technical issue."

While ChatGPT and DALL-E are widely used, regarding the originality of the produced content, how to judge whether the content is created by humans or just mass-produced by AI is also a problem facing the creative industry in the future.

"First of all, everyone's concept of originality will continue to change. And we are also trying to upgrade our model and try to use technology to identify it. With the development of technology, society will have more "antibodies" to this. Many things are difficult to predict .”

Facing the future of OpenAI, Brad is very positive, "It will form a very powerful system to help humans deal with various problems. But the system is based on all human knowledge. It will be obtained at an increasingly high level and form. All the knowledge, and organize it together, and then help humans create new things and discover new science. Of course, this is also accompanied by risks, but this is what makes us excited."