AI vs Authenticity

“Hey Siri, give me today’s headlines.” 

‘Luigi Mangione shoots himself…Brazilian tennis player, Rafael Nadal, comes out as gay…Luke Littler wins the PDC World Championship.’  

 

Apple AI has been making headlines and for all the wrong reasons.  

Launched in December 2024, with the job of summarising the news and turning it into notifications, Apple’s AI has made a series of blunders.  

Most recently, Apple’s AI sent out a premature notification declaring Luke Littler the winner of the PDC World Championships. But there was one tiny problem… the final hadn’t even started yet.  

To make matters worse, only a few hours after Littler’s false news notification, Apple AI announced that “Brazillian” tennis legend Rafael Nadal has come out as gay! Not only was his coming out completely false but Rafael isn’t even Brazillian, he’s Spanish.  

In another curveball, Apple’s AI also whipped up the chilling headline “Luigi Mangione Shoots Himself”. In fact, he did not. Albeit behind bars, Luigi Mangione the 26-year-old Ivy League graduate awaiting extradition on charges of shooting UnitedHealth CEO Brian Thompson, is alive and well.  

 

Is AI a Bad Apple? 

Apple has declined to comment on the series of blunders, leaving some to respond with criticism or memes, and others to contemplate on the use of AI. While brilliant in many ways, AI is not immune to mistakes. While it’s great for saving time, it’s also important to stay safe while using it too. 

Despite its occasional missteps, AI is still a game-changer. In fact, IBM reports that 35% of companies currently use AI, with 42% considering it for future implementation. Chatbots alone have found to boost sales by 67% and 25% of businesses now rely on AI to address labour shortages. By the end of this year, AI is projected to eliminate 85 million jobs but create 97 million new ones. That plain truth is that more and more businesses are implementing AI. Like it or not, it’s the future and it’s important to look at ways you can (safely) use it to your advantage. 

 

Pros and Cons of AI 

The Upsides 

Frees up the Work Force 

AI can be useful for automating repetitive and time-consuming tasks. For example, in industries like law, finance and healthcare, AI tools are incredibly handy for data analysis and admin duties. According to a Thomas Reuters report, professionals could save up to 12 hours per week by 2029. This means that for every 10 employees, AI would act as an additional team member.  

It’s Accessible, Even for Small Businesses 

AI tools have become increasingly affordable and user-friendly, allowing small businesses to compete with larger organisations. AI like chatbots, automated marketing tools and inventory management systems offer small businesses the chance to scale, without the need for all the technical expertise.  

Cost Effective 

Despite Apple’s case study, AI can reduce costs by minimising errors and increasing productivity. For example, in the manufacturing industry, predictive maintenance AI is used to save millions by preventing equipment failures. What’s more, AI such as CRM chat bots can handle thousands of customer inquiries without requiring additional staff.  

 

The Downside 

AI Can Make Mistakes 

Despite its potential, AI is not infallible (as seen above). For example, you must be careful when using Chat GPT. Chat GPT has not been updated since April 2023 and as such will not generate up-to-date information, despite many users seeing it as a search engine. Errors in AI algorithms can make the AI ‘hallucinate’ and lead to incorrect decisions or biased outcomes. Depending on how much AI is embedded in your business, this can lead to severe reputational damage.  

Reduced Critical Thinking & Creativity 

Generative AI such as Gemini or Chat GPT can write a lot and a lot, fast. While it’s tempting to use them to save time, over-reliance on these tools can stop you from developing key problem-solving and creative skills. That’s why universities worldwide are now tackling the problem of detecting the use of Generative AI in student essays.  

Environmental Impact 

You can’t exactly touch or see AI and as such there’s the misconception that it does not generate carbon emissions. Unfortunately, this is far from the truth. In fact, between 2019 and 2023, Google’s greenhouse gas emissions increased by 48%, largely due to increased AI adoption. Training large AI models like GPT-4 can emit hundreds of tons of carbon dioxide. We’re all on a journey to net zero by 2050 and it’s important to consider these long-term implications of implementing AI. 

 

 

Authenticity Over AI Algorithms 

For some, the overtake of AI may feel daunting. Especially for creatives. However, what AI excels at is streamlining processes, it can’t replicate the personal touch, intuition and the emotional depth that creatives bring to their work.  

We’re still in the experimental age of AI, so businesses that do choose to adopt it must stay vigilant. After all, as Apple’s debacle shows, AI can damage your credibility and reputation. Whether you’re using AI to integrate chat bots, generate your social media captions or streamline operations, remember that the human touch still has the upper hand. When it comes to trust, no algorithm can replace authenticity.