More American businesses are starting to use artificial intelligence (AI) tools to come up with new ideas and to deal with customers. Mattel is known for making children’s toys. The company recently used an AI image generator called DALL-E to come up with ideas for new Hot Wheels toy cars. The used vehicle seller CarMax is using ChatGPT to gather thousands of customer comments. The social media service Snapchat has added a chatbot to its messaging service. And Instacart, a delivery service, now uses ChatGPT to answer food questions. Even the Coca-Cola company plans to use AI to help create new marketing content. It has not said exactly how it plans to use the technology. But the move shows that businesses are under pressure to use the tools that many of their employees and customers are already trying on their own.

越来越多的美国企业开始使用人工智能 (AI) 工具来提出新想法并与客户打交道。美泰以制造儿童玩具而闻名。该公司最近使用名为 DALL-E 的 AI 图像生成器来为新的 Hot Wheels 玩具车提出创意。二手车销售商 CarMax 正在使用 ChatGPT 收集数以千计的客户评论。社交媒体服务 Snapchat 在其消息服务中添加了一个聊天机器人。送货服务 Instacart 现在使用 ChatGPT 来回答食物问题。甚至可口可乐公司也计划使用 AI 来帮助创建新的营销内容。它没有具体说明计划如何使用该技术。但此举表明，企业面临着使用许多员工和客户已经在自己尝试的工具的压力。

“We must embrace the risks,” Coca-Cola CEO James Quincey said in a video announcing a partnership with OpenAI — maker of both DALL-E and ChatGPT. Some experts warn that businesses should carefully consider possible harms to customers, society, and their own companies before choosing to use AI tools in the workplace. Claire Leibowicz is with The Partnership on AI, a nonprofit group. The group recently released recommendations for companies producing AI-generated images, audio and other media. “I want people to think deeply before deploying this technology,” Leibowicz said. “They should play around… but we should also think, what purpose are these tools serving in the first place?” There is a reason for the concern.

“我们必须接受风险，”可口可乐首席执行官 James Quincey 在宣布与 OpenAI 合作的视频中说，OpenAI 是 DALL-E 和 ChatGPT 的制造商。一些专家警告说，企业在选择在工作场所使用人工智能工具之前，应该仔细考虑可能对客户、社会和他们自己的公司造成的危害。 Claire Leibowicz 在非营利组织 The Partnership on AI 工作。该小组最近发布了针对制作 AI 生成的图像、音频和其他媒体的公司的建议。 “我希望人们在部署这项技术之前进行深入思考，”Leibowicz 说。 “他们应该四处游玩……但我们也应该思考，这些工具最初的目的是什么？”这种担忧是有原因的。

While text generators like ChatGPT can make the process of writing emails and marketing documents faster and easier, they also appear to present misinformation as fact. And image generators like DALL-E are trained in copying widely available digital art and photography. This has raised copyright concerns from the creators of those works. “For companies that are really in the creative industry, if they want to make sure that they have copyright protection for those models, that’s still an open question,” said Anna Gressel. She is with the law firm Debevoise & Plimpton, which advises businesses on how to use AI. Gressel said it is safer to use AI tools as a “thought partner” but still people as the creator of final products.

虽然像 ChatGPT 这样的文本生成器可以使编写电子邮件和营销文档的过程更快更容易，但它们似乎也会将错误信息呈现为事实。像 DALL-E 这样的图像生成器在复制广泛使用的数字艺术和摄影方面受过训练。这引起了这些作品创作者的版权担忧。 “对于真正从事创意产业的公司来说，如果他们想确保他们对这些模型有版权保护，那仍然是一个悬而未决的问题，”Anna Gressel 说。她在 Debevoise & Plimpton 律师事务所工作，该公司就如何使用人工智能向企业提供建议。 Gressel 表示，将 AI 工具作为“思想伙伴”使用更安全，但仍然将人作为最终产品的创造者。

Rowan Curran is with the research and advisory company Forrester. He said AI tools should speed up some office work much like using word processors and spell checkers. Curran said, “It’s not like we’re talking about having a large language model just generate an entire marketing campaign and have that launch without expert senior marketers and all kinds of other controls.” The growing interest in AI tools among the public has fueled growing competition among technology companies Microsoft, Amazon and Google. Microsoft announced earlier this year it was investing billions more dollars into its partnership with OpenAI. Google is adding Bard chatbot to its search engine. And Amazon started working with Hugging Face to develop Bloom, a competitor to ChatGPT.

Rowan Curran 在研究和咨询公司 Forrester 工作。他说人工智能工具应该加快一些办公室工作，就像使用文字处理器和拼写检查器一样。 Curran 说：“我们并不是在谈论让一个大型语言模型生成一个完整的营销活动，并且在没有专家高级营销人员和各种其他控制的情况下发布。”公众对人工智能工具的兴趣日益浓厚，这加剧了微软、亚马逊和谷歌等科技公司之间的竞争。微软今年早些时候宣布，它将再投资数十亿美元用于与 OpenAI 的合作伙伴关系。谷歌正在将 Bard 聊天机器人添加到其搜索引擎中。亚马逊开始与 Hugging Face 合作开发 Bloom，这是 ChatGPT 的竞争对手。