Experts Matter. Find Yours.
Connect for media, speaking, professional opportunities & more.
Aston University fraud specialist continues ongoing engagement with UK Government
Dr Rasha Kassem advises UK government on countering fraud through the Government Counter Fraud Profession (GCFP) advisory group She shapes policies to combat £33 billion annual losses Dr Kassem influences fraud standards and shares vital research. Dr Rasha Kassem, a fraud specialist based at Aston Business School, remains actively engaged with the UK government through her advisory role in the Government Counter Fraud Profession (GCFP) advisory group. This advisory group, a vital component of the Government Counter Fraud Function, collaborates with cross-sector experts to shape policies and strategies aimed at countering fraud and other financial crimes. The Government Counter Fraud Profession Strategy 2023-25 underscores the severity of fraud within the public sector, estimating losses at a minimum of £33 billion annually due to fraud and error. As a dedicated member of the GCFP Cross Sector Advisory Group, Dr Kassem plays a pivotal role in advising and supporting the development of policies to combat these financial crimes. The GCFP serves as a professional body for counter-fraud experts within central government and beyond. Its mission is to unite the counter-fraud community under a common framework of standards, fostering growth and development to safeguard public services and combat economic crime. Dr Kassem's involvement in the advisory group holds significant impact, influencing the establishment of knowledge, skills and experience requirements for fraud professionals across various disciplines and levels. Additionally, she contributes to the publication of influential fraud research in the Public Sector Counter Fraud Journal and addresses UK government fraud conferences on recent research findings. Dr Kassem also collaborates with experts from diverse sectors to bridge training gaps, all while engaging in discussions through regular group meetings. The Government Counter Fraud Profession operates under the umbrella of the Public Sector Fraud Authority (PSFA), established in August 2022. The GCFP is positioned within the Practice, Standards, and Capability Function of the Authority. The PSFA, a collective effort by 17 public sector organisations, adheres to core principles of building capability, with the GCFP taking a lead role in advancing structures and services. Dr Kassem emphasises the critical nature of engaging with policymakers through knowledge exchange activities to amplify research impact. Her active participation in UK Government fraud conferences and contributions to the Public Sector Counter Fraud Journal serve to raise awareness on prevailing fraud issues. Furthermore, her feedback on existing and new fraud guidance aids the GCFP in crafting professional standards and guidance for countering fraud. Dr Kassem has been a valued member of the Cross-Sector Advisory Group of the UK Government Counter Fraud Profession since 2019. Dr Kassem said: “Collaborating with the UK government through the Government Counter Fraud Profession has been a rewarding journey. “It's through these engagements that we're shaping policies and standards to counter fraud and protect public resources. “The recent Annual GCFP conference was well attended by fraud investigators, law enforcement, and regulators from the public sector. My presentation was well received and some participants said it was wildly fascinating to hear the striking reality that insider fraud can be, especially in UK policing, given its impact on policing integrity and legitimacy. The presentation opened their eyes to the risk of insider fraud and its impact. “Together, we're making a significant impact on the battle against financial crime.” For further information and to explore Dr Kassem's recent research, click here.
Expert Q & A: What led to the Hamas attack on Israel and what role will the United States play?
The conflict between Israel and Palestine dates back many years, but the recent escalation can be attributed to issues centering around Palestinian rights and access to the Al-Aqsa Mosque, according to Craig Albert, PhD, program director of the Master of Arts in Intelligence and Security Studies at Pamplin College of Arts Humanities, and Social Sciences at Augusta University. Albert, who is a leading expert on relations in the Middle East and American interests in the region, also notes that Hamas has been fighting against what it believes is unwarranted and illegal Israeli settlements being extended into Palestinian territory, while Israel has had a serious blockade on the Gaza Strip for over a decade. Hamas views this as state-oppression and thus, when combined, led to this horrific attack. Q: Now that Israel is declaring war, what should we expect to see in the upcoming days/weeks? A: We should expect more attacks by Hamas and Islamic Jihad, as well as Hezbollah from Lebanon. This means that there is a serious possibility of a two front war for Israel as it strikes towards the Gaza Strip near the sea, and more north into Lebanon. Concerning the State of Israel, look for a massive air bombardment over the next few days until the conditions on the ground are satisfactory, according to Israeli intelligence, to send in massive ground forces. One can expect a full infantry onslaught with all that entails within the Gaza Strip and perhaps other areas as well. We could also seem so strikes against Iran, especially cyber in nature, but perhaps, much more kinetic than we can imagine given the emotions being felt by the Israeli security council. Unfortunately, we can expect massive civilian casualties on both sides as this continues especially when Israel invades with its heavy ground forces. Q: What role does the U.S. play in all of this? A: The United States is already sending in a carrier fleet to show support for Israel; but one can imagine a scenario where Israel and Iran get into a serious confrontation, resulting in direct action by the U.S. on the side of Israel. The U.S. is also already supplying munitions and intelligence to the Israelis, and we should expect to see more in this area over the coming weeks and months. Note that the U.S. might have to take drastic actions itself as its war materials are being dramatically reduced because of arming the Ukrainians against Russia, and now, looking to arm heavily Israel. It is quite possible that the U.S. could be pulled into this in a direct way but currently, it just does not have the war material to conduct massive military operations if called to do so. This is quite a dramatic situation for the U.S., and of course for Israel. Looking to know more or connect with Dr. Albert for an interview? Dr. Albert is available to speak with media – simply click on his name to arrange an interview today.
Inspired by Palm Trees' Resilience, Florida Tech Researcher Seeks to Strengthen Made Materials
Inspired by the tiny, circular vessels in the trunks of palm trees that allow the iconic plants to bend but not snap in strong winds, an assistant professor of aerospace engineering is researching how to recreate Mother Nature’s handiwork in additive manufacturing. Mirmilad Mirsayar received a three-year, $200,627 research grant from the National Science Foundation’s highly competitive Mechanics of Materials and Structures program under the Division of Civil, Mechanical and Manufacturing Innovation to study the mechanics and physics of crack propagation in functionally graded cellular structures made by additive manufacturing. That’s the process of creating an object by building it one layer at a time. Mirsayar is the sole principal investigator of the project, “Understanding Mixed-Mode Fracture Mechanics in Additively Manufacturable Functionally Graded Microcellular Solids.” His research is inspired by cellular patterns seen in palm trees and butterfly wings. For example, unlike oak trees and some others, the palm tree’s center contains those vessels, distributed non-uniformly throughout the trunk, that help it survive in Florida’s windy environment. Other biological systems, such as bone, honeycombs and marine sponges, also serve as inspirations from nature. “I’m enjoying this research because I’m learning from nature and I’m applying fundamentals of physics and mathematics to solve a very important engineering problem while training the next generation of engineers and researchers,” Mirsayar said. Materials with cellular structures, such as aircraft wings and artificial bones, are widely used in industries such as aerospace and biomedical. As additive manufacturing has advanced, materials with cellular structures and increasingly complex geometrical patterns can be precisely manufactured. Mirsayar is looking at ways to optimize these strong and light cellular structures made by additive manufacturing to achieve the highest resistance against failure under complex operational loading conditions, such as bending tension, compression and torsion. What could this mean for additive manufacturing? How could stronger materials change what or how we build? Contact Florida Tech Media Communications Director Adam Lowenstein at adam@fit.edu to schedule an interview with Dr. Mirsayar.
The Loneliness Epidemic: Fathoming Feelings and Emotions
Last month, United States surgeon general Vivek Murthy released an advisory to address a budding "public health crisis." The culprit is not immediately visible, like the shutdown-spurring COVID-19 pandemic, but it is currently affecting nearly half of all adults in the U.S. It's our widespread senses of loneliness and isolation, and Murthy says addressing these feelings is "critical" to addressing issues of mental health in America. Assistant professor Guy Weissinger, PhD, MPhil, RN, is a nurse, scientist and educator focusing on mental health and health systems at Villanova University's M. Louise Fitzpatrick College of Nursing. Dr. Weissinger believes, despite the difficult nature of navigating unseen nemeses, there are ways to quell this epidemic and save lives. Q: Why is the feeling of loneliness now seen as a crisis? Dr. Weissinger: It's important to understand that loneliness is not just a person not having friends or not having good relationships. Loneliness is a feeling, the sense that one is distant from others while yearning to feel connected. These two sides make loneliness hard to understand sometimes because there are people who are happy with low amounts of social engagement and there are people who feel lonely even when they are surrounded by friends. Like hunger saying it's time to eat, loneliness is a message that we are not fulfilling a social and psychological need—and it's a big problem because so many parts of our mental and physical health are tied to having active social engagement. Q: In an increasingly connected world, why are these feelings of isolation also increasing? DW: Interacting with other people doesn't actually make us less lonely, especially through things like social media. A sense of being emotionally close to others—reciprocity of attention and care—is what makes people less lonely. It's clear that people are spending less time focused on social relationships than in the past. The "connection" that we have through social media is not the connection that addresses our deeper psychological needs. Upvotes and clicks feel good, but they do not make us feel understood and appreciated for our whole selves. In-depth conversations, shared projects and laughing about inside jokes—the kind of things that happen over extended interactions—are what actually make us feel less lonely. This isn't to say that people don't connect and get less lonely when they engage digitally. It's about the quality and depth of interactions, not the modality. Q: What are some ways loneliness and isolation can be addressed? DW: If you are lonely, reach out to someone. Often, we wait for others to initiate because we don't want to be a bother or fear rejection. If they say no, move on to another person. It's hard not to take it personally, but if you are feeling lonely, the worst thing to do is to dwell on why it's hard to schedule with "Friend A" and instead focus on finding another person to connect with. And when you are with people, try to focus your attention on them. Put away your phone or other distractions and ask open-ended questions like, "What's the best thing that happened this week?" or "How has [thing you know they enjoy] been recently?" Even if it's not a person that you are super close to, both listening to them and opening up yourself helps you feel more connected. If you are worried that someone else is lonely, ask them to do something, especially if it's something you know they like. Asking a person who loves movies to go see a movie with you will make them feel like you care more than asking them to a yarn festival, even if you'd prefer the yarn festival. Dr. Weissinger says people who report that they have a regular social connection with others, especially in person, are more physically active, less likely to be depressed and are better able to better navigate difficult circumstances. "While we often talk about resilience as being an individual trait, having good social support is one of the most powerful kinds of resilience," mentions Dr. Weissinger. "When times are hard, we can rely on our friends, family and larger social network to help with problem solving, resources, emotional support and even just simple distraction." Dr. Weissinger says that a crisis as large as loneliness and isolation can't be solved through the recommendations of one person, but says connection and unity are key to fighting back against this epidemic. "People with more and more varied connections don't have simpler lives or less bad things happen to them, but they get through them easier because they can rely on others to help them manage in the ways they need."
Researchers seek to apply nanoparticle drug delivery to coral wound healing
Coral reefs are the foundation of many aquatic ecosystems and are among the ocean’s most vulnerable inhabitants. While natural processes, like animal predation and storms, frequently damage coral, man-made causes, like ship collisions and global warming, destabilize these environments beyond their ability to recover. Researchers like Nastassja Lewinski, Ph.D., associate professor of chemical and life science engineering, are working to understand how corals heal in order to aid the restoration of these fragile ecosystems. They also seek partnerships with stakeholders that can support coral preservation by applying this research to industry practices and providing funding for continued research. “Coral ecosystems are vital to human life,” Lewinski said, “When there’s a high-intensity storm, reefs can absorb the impact and reduce the damage we see on land. They’re also important to the aquatic food web and serve as the foundation to many foods we eat.” Discovering the limits of coral healing is part of Lewinski’s work. Ideal water temperature for coral is 25 degrees Celsius, so research is conducted at the ideal temperature and elevated temperatures of 28 to 31 degrees Celsius, the projected water temperatures influenced by global warming. Successive imaging of wound closure in these conditions builds an understanding of the rate of closure during healing. “We’re looking to understand the mechanics of healing,” Lewinski said, “Some of what we’ve found suggests a process similar to human healing. We want to understand the actors in this process at a cellular level and what their role is in repairing tissue.” These observations inform the mathematical, cell-based wound healing model developed by Lewinski’s collaborators, Angela Reynolds, Ph.D. and Rebecca Segal, Ph.D., both professors in the Department of Mathematics and Applied Mathematics in VCU’s College of Humanities and Sciences. Similar to humans, corals have been documented as following the same four stages of the healing process. These stages include: 1) coagulation to close the site of injury, 2) infiltration with immune cells to ward off infection, 3) cell migration and proliferation and 4) scar remodeling. “With our observations and a mathematical model, the next step is to collect data on the cellular dynamics of the healing process,” Lewinski said, “We want to observe what kinds of cells enter the wound area and what functions they perform during healing.” Fluorescent tagging is used to mark specific cells so they may be observed entering the wound area when healing occurs. Because corals are naturally fluorescent, the selection of the fluorescent tags must take this into account. Phagocytic properties allow immune cells to engulf and absorb bacteria and other small cells, in this case the fluorescent particles being used to tag immune cells. Nutritional variables are also being considered within the experiment. Corals derive energy from consuming small organisms and their symbiotic relationship with algae colonies. Modifying nutritional balance in the lab emulates the coral’s participation in the food web, where accessibility to vital nutrients could impact healing. Developing a nanoparticle drug-delivery system designed to deliver molecules to speed wound healing is the culmination of this research. Lewinski hypothesizes the delivery system would promote an energy-burning state within the corals that could result in increased healing. This is among a few examples of harnessing nanotechnology for safeguarding coral reefs, which are discussed in a recently published comment in Nature Nanotechnology. “The research we’re doing on wound healing in corals is the start of something bigger,” Lewinski said. “Our goal is to create a center dedicated to engineering new technologies for corals. We want to find partners who can translate our research findings to practice, helping preserve coral reefs and the vital resources they provide.” Through this consortium, newly-developed science can be disseminated more effectively within each partner’s respective industry. The result: a renewed commitment to aquatic sustainability and the protection of vital coral ecosystems.
Amanda Hewes, MS, education program manager at ChristianaCare’s Gene Editing Institute, has been named one of the 2023 Outstanding Delaware Women in STEM by Million Women Mentors, an international movement dedicated to encouraging girls and women to pursue careers in science, technology, engineering and math (STEM). Hewes’ selection spotlights her dedication to engaging young people in the science of gene editing by introducing the Gene Editing Institute’s CRISPR in a BoxTM educational toolkit into classrooms across Delaware and her commitment to bridging disparities in STEM education. “I’m overjoyed to be honored among so many amazing women in this state,” Hewes said. “It’s humbling to be considered and to stand alongside them. All of these women foster and lead dynamic communities of young women that inspire me every day. I hope that I can do the same by making young women in this state feel empowered through the work that I do.” Hewes joined ChristianaCare’s Gene Editing Institute in 2017 with a focus on expanding its CRISPR gene editing system in a cell-free environment. She was first author in a publication in Nature that established the highly innovative “gene editing on a chip” protocol that allowed CRISPR to edit DNA outside of the cell for the first time. This methodology enables researchers to take fragments of DNA extracted from human cells, place them in a test tube and precisely engineer multiple changes to the genetic code. This gene editing system eventually led to the creation of the CRISPR in a Box™ toolkit. This innovative educational resource provides a way for students to learn about this exciting frontier of science through a hands-on exercise in which they use CRISPR gene editing to disrupt a synthetic gene within a plasmid. The simplicity of this experiment allowed for the reaction to be developed into a remarkable teaching tool that can be brought into most school laboratories containing basic laboratory equipment. Once CRISPR in a Box™ was developed, Hewes recognized the potential it could have for high school and college students. She took on a new role as education program manager and expanded the Gene Editing 360™ platform, which is the Gene Editing Institute’s suite of educational tools for engaging students and the public. “Amanda has set us on a tremendous path toward providing more educational opportunities for Delaware students,” said Eric Kmiec, Ph.D., director of ChristianaCare’s Gene Editing Institute. “She’s inspired young women in multiple states and has created so much of this program with her own ingenuity and passion.” Hewes was honored alongside 10 other women by Gov. John Carney, Lt. Gov. Bethany Hall-Long and others at the Delaware State House with the signing of a proclamation to declare March 24, 2023, as “Delaware Women and Girls in STEM Day.”
When Our Feelings Become Physical: Understanding Our Bodily Responses To Emotion
Alicia Walf is a neuroscientist and senior lecturer at Rensselaer Polytechnic Institute whose research interests are fueled by the broad question: Why are there individual differences in stress? This question led to studying hormones' actions for growth and plasticity in the brain and body. She has since refined her pursuit to include consideration of body, brain, and mind relationships as they relate to memory, perception, social cognition, and emotions. Dr. Walf has taken a cross-species and cross-discipline approach in her work. Dr. Walf’s studies of the effects and mechanisms of stress and well-being often occur in the “wild,” such as in architectural built environments, artistic installations, interactions with technology, contemplative practices, conference rooms, and classrooms. Here, Walf examines what we know and what we have yet to learn about the physical manifestations of our emotions. Over 100 years ago, the earliest ponderings of how feelings are reflected in our body were described. Also, several decades ago, the first personality associated with an intense stress response was Type A personality. This personality type is characterized by quickness to anger and competitive drive as well as the negative consequences of chronic stress on the cardiovascular system. Recent work in mice shows that increasing heart rate produces an anxiety-like state (Hsueh et al., 2023, Nature). Now, a focus is trying to link changes in the body with feelings to brain mechanisms. Even after all of these years of study, we do not fully understand if there is a signature bodily response associated with specific feelings. For example, both anger and love (and other feelings that have been studied like jealousy) are associated with changes in the body that look indistinguishable from stress. The heart beat quickens, the eyes widen and the pupils become larger, blood rushes to the muscles and surface of the body. As surface body temperature and blood flow rises with these changes, a blush may become apparent on our cheeks. Indeed, a study showed that people have similar responses in describing which areas of the body are activated or deactivated in different emotional states; that is, where they feel these emotions in their body (Nummenmaa et al., 2013, PNAS). In this study, people said that love most greatly activated the head and trunk, whereas anger’s activation of the body was more focused on the head, arms, and chest. We can agree that love and anger – and all the strong feelings we have – mentally feel quite different from each other and we also have different behaviors. Those differences are likely due to a cognitive component, or how we assess the current situation in relation to what we know and our past experiences. Neuroscientists would argue that there are likely different brain circuits active in an angry and love state (and others), but those precise mechanisms are yet to be figured out. To date, we understand that feelings of love activate a reward pathway. Neurochemical differences may also play a role. For example, release of dopamine in this reward pathway and oxytocin in areas involved in social bonding are tied to love. The challenge of understanding the links between these expressions of emotions in the body to the mechanisms in our brain remains. Walf is available to speak with media - simply click on her icon now to arrange an interview today.
Infant seating devices may reduce language exposure
When a parent needs to cook dinner or take a shower, often they will place their baby in a bouncy seat, swing, exersaucer, or similar seating device intended to protect the baby and grant a degree of independence to both the parent and infant. For many parents, these devices represent a helpful extra set of hands; for babies, the freedom to safely explore their immediate surroundings. As useful as these devices are to both parents and infants, they may present trade-offs regarding their effect on infants’ exposure to adult language, which is critical for language development. That’s according to a new study by researchers at the Stress and Early Adversity Lab at Vanderbilt Peabody College of education and human development. Within infants’ natural environments and daily routines, the study explored interactions between their exposure to adult language and their placement in seating devices, which support posture and promote the infant’s ability to play with objects or observe their surroundings without direct support from a caregiver. The researchers found that infants were exposed to fewer words when spending time in seating devices compared to when spending time in other placements. They also found that infants who spent the most time in seating devices heard nearly 40 percent fewer daily words compared to infants who spent the least amount of time in seating devices. Infants with more, compared to less, seating device use also had less consistent exposure to adult language throughout the day. Sixty mothers and their 4- to 6-month-old infants participated in this study. For three days, a Language Environment Analysis audio recording device (i.e. “talk pedometer”) captured language exposure. The mothers inserted the audio recorder into the pocket of a vest their babies wore. Automated software estimated from the recordings the total number of adult words spoken to or near the infant over the course of a day. To record real-time behaviors of infant placement, the mothers responded to 12 brief surveys per day about their infant’s current location and use of seating devices. Caregiver reports of their child’s placement in seating devices accounted for 10 percent of an infant’s daily exposure to adult words, which the researchers say is a striking finding due to the complex nature of language exposure and how many other factors may influence children’s exposure to speech (e.g. caregiver’s talkativeness, presence of other siblings). Kathryn Humphreys, assistant professor of psychology and human development and expert in infant and early childhood mental health, is the senior author of the study. She notes that infant seating devices can provide a convenient way to keep infants safely contained while caregivers attend to other tasks. However, given the potential for frequent and prolonged use of these devices, she says that parents may want to be intentional about interactive opportunities while the infant explores their surroundings as well as consider wearing or otherwise carrying their infant on their body as much as possible to create more opportunities for engagement through speech. “While we need more research to be certain that seating devices reduce the richness of infants’ language environments, these findings are influencing my own decisions about intentional placement with my 6-month-old." - Kathryn Humphreys Kathryn Humphreys She suggests that safe and convenient places are a boon for both infants and their caregivers, but that there is a risk for reduced levels of interactions when infants are stationary and not moving to where their caregivers are active.
AI-Generated Content is a Game Changer for Marketers, but at What Cost?
Goizueta’s David Schweidel pitted man against the machine to create SEO web content only to find that providing an editor with bot-generated content trounces the human copywriter every time. Good news for companies looking to boost productivity and save cash, he says. But could there be other hidden costs? In December 2022, The New York Times ran a piece looking back on the year’s biggest consumer tech updates. The review was mixed. Ownership shifts in the world of social media garnered special mentions, but hardware innovations had been largely “meh,’ mused the Times. There was one breakthrough area that warranted attention, however: AI-powered language-processing tech capable of generating natural-looking text, the same technology that powers familiar chatbots. And one such technology could well be poised to “invade our lives in 2023.” Earlier in December, AI research lab OpenAI, released the latest update to its Generative Pre-Trained Transformer technology, an open source artificial intelligence. It’s latest iteration, ChatGPT, immediately went viral. Here was an AI assistant that sounded intelligent. Not only could it answer any question thrown its way without supervised training, but when prompted, it could also write blog posts, as well as find and fix bugs in programming code. ChatGPT could draft business proposals and even tell jokes. All of this at a speed that beggared belief. Since its first release in 2020, OpenAI’s GPT technology has powered through a slew of updates that have seen its capabilities leap forward “by light years” in less than 24 months, says Goizueta Professor of Marketing, David Schweidel. For businesses looking to harness this rapidly-evolving technology, the potential is clearly enormous. But aren’t there also risks that industry and consumers alike will need to navigate? Schweidel is clear that the academic community and initiatives such as the Emory AI Humanity Initiative have a critical role in asking hard questions—and in determining the limitations and dangers, as well as the opportunities, inherent in tech innovation—because, as he puts it, “these things are going to happen whether we like it or not.” Man Versus Machine To that end, Schweidel and colleagues from Vienna University of Economics and Business and the Modul University of Vienna have put together a study looking at how well natural language generation technologies perform in one specific area of marketing: drafting bespoke content for website search engine optimization, better known as SEO. What they find is that content crafted by the machine, after light human editing, systematically outperforms its human counterparts—and by a staggering margin. Digging through the results, Schweidel and his colleagues can actually pinpoint an almost 80 percent success rate for appearing on the first page of search engine results with AI-generated content. This compares with just 22 perfect of content created by human SEO experts. In other words, the AI content passed to a human is roughly four times more effective than a skilled copywriter working alone. Reaching these findings meant running two real-time, real-world experiments, says Schweidel. First, he and his colleagues had to program the machine, in this case GPT 2, an earlier incarnation of GPT. GPT relies on natural language generation (NGL), a software process that converts manually uploaded input into authentic-sounding text or content—comparable in some ways to the human process of translating ideas into speech or writing. To prepare GPT-2 for SEO-specific content creation, Schweidel et al. started with the pre-trained GPT-2, and then let the machine do the heavy lifting: searching the internet for appropriate results based on the desired keyword, scraping the text of the websites, and updating GPT-2 to “learn” what SEO looks like, says Schweidel. We partnered with an IT firm and a university to run our field experiments. This meant creating SEO content for their websites using GPT-2 and actual human SEO experts, and then doing A/B testing to see which content was more successful in terms of landing in the top 10 search engine results on Google. So this was an opportunity to put the AI bot to the test in a real-world setting to see how it would perform against people. The results point to one clear winner. Not only did content from GPT-2 outperform its human rivals in SEO capabilities, it did so at scale. The AI-generated content scored a daily median result of seven or more hits in the first page of Google search results. The human-written copy didn’t make it onto the first result page at all. On its best day, GPT showed up for 15 of its 19 pages of search terms inside the top 10 search engine results page, compared with just two of the nine pages created by the human copywriters—a success rate of just under 80 percent compared to 22 percent. Savings at Scale The machine-generated content, after being edited by a human, trounces the human in SEO. But that’s not all, says Schweidel. The GPT bot was also able to produce content in a fraction of the time taken by the writers, reducing production time and associated labor costs by more than 90 percent, he says. “In our experiments, the copywriters took around four hours to write a page, while the GPT bot and human editor took 30 minutes. Now assuming the average copywriter makes an annual $45K on the basis of 1,567 hours of work, we calculate that the company we partnered with would stand to save more than $100,000 over a five-year period just by using the AI bot in conjunction with a human editor, rather than relying on SEO experts to craft content. That’s a 91 percent drop in the average cost of creating SEO content. It’s an orders of magnitude difference in productivity and costs.” But there are caveats. First off, there’s the quality of the machine-generated content to consider. For all its mind-boggling capabilities, even the newly released ChatGPT tends to read somewhat sterile, says Schweidel. That’s a problem both in terms of Google guidelines and brand coherence. Human editors are still needed in order to attenuate copy that can sound a little “mechanical.” “Google is pretty clear in its guidelines: Content generated by machines alone is a definite no-no. You also need to factor in the uncanny valley effect whereby something not quite human can come off as weird. Having an editor come in to smooth out AI content is critical to brand voice as well as the human touch.” Asking the Big Questions Then there are the moral and metaphysical dimensions of machine learning and creativity that beg an important question: Just because we can, does that mean we should? Here, Schweidel has grave reservations about the future of ChatGPT and its ilk. The potential of this kind of technology is extraordinarily exciting when you think about the challenges we face from productivity to pandemics, from sustainable growth to climate change. But let’s be very clear about the risks, too. AI is already capable of creating content—audio, visual and written—that looks and feels authentic. In a world that is hugely polarized, you have to ask yourself: How can that be weaponized? At the end of the day, says Schweidel, the large language models powering these generative AIs are essentially “stochastic parrots:” trained mimics whose output can be hard to predict. In the wrong hands, he warns, the potential for misinformation—and worse—could well be “terrifying.” “Shiny new tech is neither inherently good nor bad. It’s human nature to push the boundaries. But we need to ensure that the guardrails are in place to regulate innovation at this kind of pace, and that’s not easy. Governments typically lag far behind OpenAI and companies like them, even academics have a hard time keeping up. The real challenge ahead of us will be about innovating the guardrails in tandem with the tech—innovating our responsible practices and processes. Without effective safeguards in place, we’re on a path to potential destruction.” Covering AI or interesting in knowing more about this fascinating topic - then let our experts help with your coverage and stories. David Schweidel is the Rebecca Cheney McGreevy Endowed Chair and Professor of Marketing at Emory University's Goizueta Business School. Simply click on David's icon now to arrange an interview today.
Researchers find mechanical stimulation could be used to help improve balance control The findings provide new information on whole-body vibration applications Paves the way for research on the interaction between the central nervous system and peripheral muscles. Mechanical vibrations could help improve our muscles and our balance control, according to research at Aston University. Researchers in the College of Engineering and Physical Sciences have examined the effect of stimulation on muscle spindles which ‘speak’ to the central nervous system to help keep us upright and walk straight. Their results provide new perspectives on whole-body vibration applications, paving the way for future research on the interaction between the central nervous system and the peripheral muscles. The research could in future be applied to improve balance in older people and help reduce falls, this could be applied through either wearable devices or with a daily session of stimulation. Hip fractures alone account for 1.8 million hospital bed days and £1.1 billion in hospital costs every year, excluding the high cost of social care. Another potential benefit of the research is that this type of stimulation could be applied to athletes to decrease their muscle reaction times. The goal of the study was to find out if mechanical vibrations can improve the way our bodies process and react to small body oscillations. Seventeen young male and female adult volunteers aged between 20 and 28 years old stood individually on platforms, similar to vibrating plates found in gyms, which caused leg muscle contractions. Calf muscles were targeted as the muscles whose action contribute the most to maintaining a stable upright posture. The researchers stimulated their calves with a frequency of 30Hz and recorded four one-minute trials of undisturbed balance to take a baseline measure and compared the readings to measurements taken after the stimulation. After conducting the experiment, they found that their balance seemed to have improved. The research, Sensorimotor recalibration of postural control strategies occurs after whole body vibration, was led by Dr Antonio Fratini, senior lecturer in mechanical, biomedical & design engineering, and PhD student Isotta Rigoni, and has been published in Scientific Reports – Nature. Dr Fratini said: “We’re excited by our results as they could have a beneficial effect on the health and quality of life of a large number of people. “Our results indicate that whole body vibration challenges balance at first, triggering a bigger effort to control the upright stance and shifting muscle modulation toward supraspinal control, resulting in a recalibration of muscle recruitment. The neuromuscular system seems to recover from such disruption and regain control over a longer time interval.” “Indeed, while muscle recruitment and cortical effort appear unaltered over the long term, the balance seems not only restored but also improved, besides the still clearly affected calf muscles.” For more information about our research or studying in the College of Engineering and Physical Sciences please visit our website.
