Five AI trends we expect to see in 2024

This year, we have witnessed the rapid growth of AI. New platforms, applications, and software have emerged for almost every industry, including creative communications. However, in the ever-evolving landscape of AI, what trends can we expect to see in 2024?

Increased legislation

Nations across the globe are forming comprehensive AI policies in order to set regulations, drive innovative growth, and help ensure everyone can benefit from AI. As AI continues to advance, expect to see further guidelines and regulations introduced, including laws to prevent harmful content such as deepfakes. The speed at which AI evolves is set to continue in 2024, so we expect legislation will continually evolve to keep up with this new technology.

The importance of ethical AI

As AI becomes more widely adopted in 2024, we will see a continued focus on it being developed and used in a responsible way. There are already concerns about AI biases, plagiarism, accuracy, and a lack of transparency. However, despite these concerns, 73% of users trust content created by generative AI. This worrying statistic highlights how important it is that AI is used ethically. As we head into 2024, experts expect to see an increased interest in AI ethics education.

In the communications industry, honesty, accuracy and inclusivity are vital, so it’s important that we use AI in a responsible way. We believe it’s time for the communications industry to take the lead and set its own guidelines for ethical AI usage.

AI-enhanced creativity

AI is rapidly becoming a collaborative partner to people in many different job roles across a vast range of industries, including creative communications. Platforms such as Midjourney and Adobe Firefly have brought AI capabilities to the creative industry with tools such as generative fill. Whilst there is no replacement for human creativity, these tools can help creatives work more efficiently. As we move through 2024, expect to see these tools more widely adopted and new capabilities introduced.

The next generation of generative AI

Generative AI has advanced rapidly this past year, and the pace is set to continue. In 2024, generative AI is expected to advance further, from language model-based chatbots such as ChatGPT to video creation tools. Experts predict that AI applications and tools will become more powerful and user-friendly, new applications and capabilities will appear, and the difference between human and AI-generated content will become trickier to determine. Furthermore, we will start to see AI integrated into commonly used applications, such as the introduction of Microsoft 365 Copilot across the Microsoft 365 product suite.

AI as an intelligent assistant

As AI continues to be integrated into more commonly used applications and software, it is expected that it will start to become an intelligent assistant to us in our everyday work. From summarising lengthy PDF documents to grammar checking, and highlighting social media trends to researching hot topics, AI can help us work more efficiently. However, while AI offers opportunities to streamline processes and increase efficiency, we must still ensure responsible and ethical use.

Navigating AI together: overcoming bias and achieving inclusion

With the AI revolution upon us, we’ve been facilitating regular roundtable discussions to support communicators in navigating this change together.

In our next session we will examine the issue of the biases embedded in AI and explore how we can mitigate this bias and harness AI tools to foster greater inclusion and authentic representation.

Book your place here.

Let’s continue Navigating AI Together, ensuring responsible, ethical, and inclusive AI usage in our communication practices.