A9. Brands shouldn’t pretend that material wasn’t written by AI. If AI writes the material, will another AI then read and interpret it for us? Maybe we'll just take a lot of naps in that case. #DigiBlogChat

He's here! #DigiBlogChat #SecretAgentAIMan

I could sneak in toward the end. Sort of a Secret Agent AI Man. #DigiBlogChat

A6. Being able to point agents to a source like answering HR questions from all those guidelines is a simple example #DigiBlogChat but could be any framework library. I'm less involved with the clever stuff

Right? It seems similar to what's happening now, with people believing everything they see/hear on YouTube. #DigiBlogChat

That could be a lucky prediction to fool us all! #DigiBlogChat

Wait a second. Is Jim actually here in person or has he gone south? #DigiBlogChat

A9 Transparency matters whenever audiences could reasonably assume a human is involved. Brands should consider disclosure, accountability, data privacy, consent and a clear path to human intervention. Automation shouldn't become an excuse to hide responsibility. #DigiBlogChat

A7 #DigiBlogChat
The LLMs just produce (mostly) coherent words and sentences. The risk is that, because it refers to relevant topics and appears to be coherent, that some people believe it.
But that's not different from people spewing nonsense.

Q9: What ethical or transparency considerations should brands prioritise when audience-facing work is handled by autonomous agents? #DigiBlogChat

I can just see @johnwlewis.com leading a flock of innovators south for the winter. #DigiBlogChat

That's a good point about knowing what an AI should not do! #DigiBlogChat

True, but it's all just trying to control the processing based on text ("natural" [but to whom?!] language), even in fields where that language does not apply. What happens when I ask an LLM: "What's two and two?' ... or similar more complex questions? #DigiBlogChat

As agents take on more execution, the human role shifts toward setting goals, designing workflows, supervising results and managing exceptions. Knowing what an AI should not do becomes a valuable skill, too. #DigiBlogChat

A8. Supposedly the AI can do the boring, tedious stuff and allow us to do more creative stuff. But again, AI can lose a lot of nuances. It still must be double and triple checked. #DigiBlogChat

A8 The job shifts from manually performing every step toward designing, supervising and improving the system. Creators and marketers will need stronger skills in strategy, workflow design, verification, data literacy and knowing when not to automate. #DigiBlogChat

Q8: How will autonomous workflows shift the daily roles and skills required of content creators, social media managers, and digital marketers? #DigiBlogChat

Beautiful! Wish we had a few sites like that here. Our buildings are so new in comparison. #DigiBlogChat