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• Rice straw could be a fuel of the future in rural Philippines • Across Asia 300 million tonnes of rice straw go up in smoke every year • New proposals includes scaling up harvesting system with straw removal, biogas-powered rice drying and storage and efficient milling. An Aston University bioenergy researcher has been explaining how rice straw could be a fuel of the future in rural Philippines. Dr Mirjam Roeder who is based at the University’s Energy & Bioproducts Research Institute (EBRI) is collaborating with the UK company Straw Innovations Ltd, Southeast Asian Regional Center for Graduate Study and Research in Agriculture (SEARCA) and Koolmill Systems Ltd to showcase their research. The Food and Agriculture Organisation (FAO) states that rice is the number one food crop globally and 91% of it is produced and consumed in Asia. As a crop it is responsible for 48% of global crop emissions and for every kilogram of rice, a kilo of straw is produced. Across Asia 300 million tonnes of rice straw go up in smoke every year when burnt after harvest, releasing emissions and air pollutants that triple risks of increased respiratory diseases and accelerate climate change. To raise awareness of sustainable uses for rice straw Dr Roeder has travelled to the sixth International Rice Congress in Manila, Philippines to explain the potential of the emerging technology. Rice straw is an underdeveloped feedstock and can be collected and digested to produce biogas, unlocking sustainable straw management options and renewable energy for farmers using anaerobic digestion (AD) from rice straw. Dr Roeder has been working with Straw Innovations on their UK Innovate project demonstration facility in the Philippines, the Rice Straw Biogas Hub, which is scaling up a complete harvesting system with straw removal, biogas-powered rice drying and storage, together with efficient milling. Craig Jamieson, Straw Innovations said: “The International Rice Congress is only held every four years and is a key event for coordinating and tracking progress in rice research. “Our partnership with Aston University and SEARCA adds independent, scientific rigour to the work we do and amplifies our message to government policy makers. We are grateful to Innovate UK for their ongoing support through the Energy Catalyst Programme, which is accelerating our development.” At the conference Dr Roeder has been explaining how independent environmental and social research can increase farmer incomes, equality of opportunity, food security and decarbonisation benefits. She said: “Engaging with stakeholders and working in partnership across organisations is vital to the successful adoption of new technologies. I am delighted to have had the opportunity to host an event with our project partners at this prestigious conference, bringing the cutting-edge research of using rice straw for clean energy to the forefront of the rice research community and supporting the pathway to net zero.” Dr Glenn B Gregorio, Center Director of SEARCA, added: "We are gaining insights into the environmental impact of rice straw utilisation and implementing policies to unleash its potential to empower us to make informed decisions that are instrumental to climate change mitigation and decarbonisation," Professor Rex Demafelis, University of the Philippines, is also working with SEARCA and is leading the project on life cycle analyses and measurements of rice straw greenhouse gas emissions. He said: “Rice straw is a valuable resource, and we are grateful to be part of this team which seeks to harness its full potential and promote circularity, which would ultimately contribute to our goal of reducing our greenhouse gas emissions.” ENDS The Supergen Bioenergy Hub works with academia, industry, government and societal stakeholders to develop sustainable bioenergy systems that support the UK’s transition to an affordable, resilient, low-carbon energy future. The Hub is funded jointly by the Engineering and Physical Sciences Research Council (EPSRC) and the Biotechnology and Biological Sciences Research Council (BBSRC) and is part of the wider Supergen Programme. For further information contact Rebecca Fothergill and Catriona Heaton supergen-bioenergy@aston.ac.uk Follow us on Twitter @SuperBioHub Visit our website at supergen-bioenergy.net Visit our YouTube Channel to watch the video on Carbon Balance FAO: RICE PRODUCTION IN THE ASIA-PACIFIC REGION: ISSUES AND PERSPECTIVES - M.K. Papademetriou* (fao.org) https://www.fao.org/3/x6905e/x6905e04.htm About Aston University For over a century, Aston University’s enduring purpose has been to make our world a better place through education, research and innovation, by enabling our students to succeed in work and life, and by supporting our communities to thrive economically, socially and culturally. Aston University’s history has been intertwined with the history of Birmingham, a remarkable city that once was the heartland of the Industrial Revolution and the manufacturing powerhouse of the world. Born out of the First Industrial Revolution, Aston University has a proud and distinct heritage dating back to our formation as the School of Metallurgy in 1875, the first UK College of Technology in 1951, gaining university status by Royal Charter in 1966, and becoming The Guardian University of the Year in 2020. Building on our outstanding past, we are now defining our place and role in the Fourth Industrial Revolution (and beyond) within a rapidly changing world. For media inquiries in relation to this release, contact Nicola Jones, Press and Communications Manager, on (+44) 7825 342091 or email: n.jones6@aston.ac.uk
#Expert Q&A: Amid the Wildfire Haze, NJIT's Alexei Khalizov Explains What's in the Air
The soot that permeated the air in New Jersey and New York this summer — courtesy of massive wildfires in Canada — is exactly what a New Jersey Institute of Technology professor is studying to determine its impact on climate change. Alexei Khalizov, an associate professor of chemistry and environmental science, is partnering with Associate Professor Gennady Gor on the three-year project, which began last year and is supported by a $620,000 grant from the National Science Foundation. Specifically, they’re examining the soot created by wildfires and the burning of fossil fuels in hopes of better predicting its impact on climate. Khalizov, who’s been at NJIT since 2013, took time out from his research to explain what millions of residents of N.J. and N.Y. are experiencing as a result of the wildfires hundreds of miles to the north. Q: What’s in the smoke? Small particles and some gas chemicals. These particles and chemicals were released by wildfires and they were picked up by the air mass and carried all the way to New Jersey from Canada. Those particles are extremely small: you can stack maybe a hundred of such particles across single human hair thickness. Q: Is breathing it the equivalent of smoking a pack of cigarettes? That would be a reasonable comparison. A cigarette is made of plant material. When it smolders and burns it releases particles that are very much like those particles from wildfires. Maybe the only difference is that the wildfires have no nicotine. But they have lots of other chemicals. Q: What factors contribute to the density of the smoke? Well, it's a major wildfire. It covers a huge territory in Canada. And the meteorology is such that this smoke is carried all the way from Canada to the U.S. without significant dilution. And due to that, the concentration of those particles is very high. Q: When did we last experienced something of this magnitude? We had some Canadian and Alaskan wildfires a few years ago. And air mass transport brought the smoke all the way to New Jersey, but it wasn't as bad as what we are observing today. Q: What about in terms of EPA standards? The Environmental Protection Agency has a list of criteria pollutants. One of those pollutants is particles smaller than 2.5 microns. And typically, if the concentration of those particles exceeds 35 micrograms per cubic meter, the air is considered unhealthy. When I looked at the map of pollution today (June 7, 2023), it showed that throughout the majority of New Jersey, the concentration is around 90 micrograms, which is two to three times higher than this unhealthy threshold. And actually, there is a location, I believe it's around Paterson, where the concentration is 140 micrograms, which is four to five times above the threshold. Q: Can the wildfires in South Jersey be contributing to this? It's possible, but probably it's not a major contribution. Also, if you look at the wind pattern, it's probably not a major factor at all. Q: Why is wind unable to disperse the smoke? For the wind to disperse the smoke, one needs to mix clean air with all this contaminated air and the amount of contaminated air is so high that there’s no clean air around to actually produce any dilution. Q: Why is there so much haze? It’s because of the continuous inflow of air, which is contaminated by emissions from the wildfires. The haze itself has a relatively short lifespan. Q: How does temperature change affect the smoke? If the temperature increases that may accelerate the rate of some chemical reactions that will also be accelerated by the sunlight. And that's one reason why the smoke that was released in Canada is not exactly the same smoke that we experience in New Jersey. As this haze is traveling over three to six hundred miles, it undergoes a number of chemical reactions and even the smell changes. You know how freshly released wood smoke smells — it's actually pretty pleasant. What we're smelling now, it's not pleasant at all. That's the result of those chemical reactions, which makes this even more unhealthy. Q: Will rain immediately clear the smoke? Yes, it will. If we could have rain, then the rain would remove the majority of these particles. And in fact, I believe we've been experiencing the smoke for several days, almost a week now. It would go up and decrease. And we’ve had several rains and those rains did really clear out some smoke. Q: What can we do individually and collectively to protect ourselves? We can help ourselves by staying indoors and wearing masks if you have to go outside. Certainly, exercising outside is not a good idea even while wearing a mask. Also, if you have a central air conditioning system, you can turn on the fan to run the air through the filter, which will remove some of these particles. It depends on what kind of filter you have — high efficiency or regular. Q: What kind of mask? Make sure that it's an N-95 mask, not a surgical mask. A surgical mask is not is not going to help you at all. Q: How does what we’re experiencing relate to your research? My collaborator and I received a major grant from the National Science Foundation to study the particles released by combustion. As they travel through the air, they change both in shape and in composition. And these changes affect their toxicity and they affect their impact on climate. These particles actually are one of the warming agents. So, we hope that within about three years of working on this project, we’ll be able to explain better what happens and then modelers will be able to predict the impacts of such events with better accuracy. Looking to know more - we can help. Alexei Khalizov is available to discuss this important topic with media - simply click on his icon now to arrange an interview.
Record Water Temperatures Testing Resilient Coral Reefs
Coral reefs are some of the most diverse and beautiful ecosystems on the planet. Roughly 25% of the ocean’s fish and over half a billion people depend on these underwater habitats, according to the National Oceanic and Atmospheric Administration (NOAA). But, like most other ecosystems, coral reefs are being threatened by the impacts of global climate change. This summer, record water temperatures stemming from a strong El Niño weather pattern are causing coral bleaching and death events in reefs throughout the world. Lisa Rodrigues, PhD, professor of environmental science, is an expert in coral reef ecosystems and ocean environments. She has been following the reports of coral bleaching when they began surfacing in July. “Coral bleaching often coincides with El Niño years,” she said. “Since water takes much longer to heat than air, July is very early in the year for water temperature to be so high and that is one of the main causes for concern.” Coral bleaching is a stress reaction emanating from high water temperatures, among other causes. When stressed, corals expel the microscopic algae inside of their tissues. The absence of these algae reveals corals’ white skeletons. “In a healthy coral system there is a symbiotic relationship between the coral host (an animal) and the endosymbiotic algae (a plant),” Dr. Rodrigues said. “Corals prefer to live in a fairly narrow range of temperature, which is typically when the symbiotic relationship can be successful. During bleaching, the symbiotic relationship is broken down and the two partners no longer live together.” If corals’ energy stores are low, or if the relationship is compromised for an extended period, corals can die. “This can have long-lasting and negative impacts on ecosystems, as a healthy structure provides a habitat for fish and other organisms,” she said. “For humans that live near the coast, loss of reefs means lost coastal protection, lost economic revenue from fishing and tourism and a lost piece of their natural history.” Reports of coral bleaching and death have stretched across the Americas, and the NOAA is issuing bleaching warnings in southeast Asia. Water temperatures off the coast of Florida this summer have been measured at over 100 degrees in some areas, and temperatures could continue to rise into September. Despite dismal conditions, especially in the Gulf and Caribbean waters, there is still hope for these reefs. “Death doesn’t always happen following bleaching and we also know that recovery from bleaching can occur,” Dr. Rodrigues said. “We have learned a lot from past bleaching events. Over the longer term, following a bleaching event, corals and coral reefs can recover, but the process is slow and dependent on the stressor(s) that caused the event in the first place.” Dr. Rodrigues notes there is a species of coral in Hawai’i that is able to sustain itself during bleaching events and can even reproduce, proving these underwater marvels won’t go down without a fight. “It’s unknown how many species are able to do this, but there is evidence that corals have a wide array of susceptibility and resilience to bleaching associated with high temperatures.”
Managed retreat: Could this "extreme" move be one of the best ways of dealing with climate change?
Climate change is wreaking havoc on every part of the world right now. Coastal towns are seeing more consistent floods, inland cities are being plagued by droughts and fires and regions unaccustomed to deadly high temperatures are struggling to adapt. A.R. Siders, assistant professor in the Biden School of Public Policy and Administration and the Department of Geography and a core faculty member of the Disaster Research Center, looks at climate change and the impact it is having on communities. One solution she poses for regions being pummeled by climate change is managed retreat. The idea is to plan an exit strategy for a community before these life-altering events occur. One such example is Valmeyer, Ill. In 1993, back-to-back floods swamped the town, officials simply moved their residents to higher ground. Siders can discuss the advantages to this seemingly extreme move and other ways communities can deal with climate change. She has been featured in multiple national outlets including The New York Times, NPR and Vice. She is available for interviews. Click "View Profile" to connect with her.
Florida Tech Shark Biologist Stars in National Geographic Program on Shark Attacks
Toby Daly-Engel, the distinguished shark biologist and director of Florida Tech’s Shark Conservation Lab, is a featured expert on “When Sharks Attack…and Why,” an eight-episode program debuting this week as part of National Geographic’s SharkFest 2023. The series debuts July 6 at 9 p.m. Eastern on National Geographic with new episodes airing nightly through July 12. It is also now streaming on Disney+, Hulu and the National Geographic website. The series will air on Nat Geo Wild starting July 26 at 8 p.m. Eastern. As its name suggests, “When Sharks Attack…and Why” investigates shark encounters in America and around the world. “Many attacks are appearing in new and surprising places,” the network notes. Episodes explore incidents in New York, California, Hawaii, Indonesia, Australia and elsewhere. At Florida Tech, Daly-Engel conducts research using a combination of genomics, field ecology and modeling to study shark mating systems and habitat use, and the impacts of climate change on shark populations. On the program, she is our expert guide to anatomical and physiological aspects of sharks, many of which are unique to this species. We first meet Daly-Engel in Episode 1, New York Nightmare. Filmed in her lab, she talks viewers through key parts of a shark’s body using a small dogfish shark. She tells viewers that while a shark’s sense of smell is often touted, these apex predators also have powerful hearing, far better than humans. (In a later episode, she notes a shark’s vision in murky waters is about 10 times stronger than human vision in those conditions.) “I really enjoyed delving into the science behind shark-human interactions,” Daly-Engel said, “and busting the myths that make people afraid of the water.” Daly-Engel is no stranger to SharkFest. Last year she was featured in another SharkFest series, “Shark Attack File,” and she has been on SharkFest and Discovery’s Shark Week programing multiple times, including 2021 when she appeared on three programs across both networks. Looking to know more about shark encounters and attacks? Then let us help with your coverage and questions. Toby Daly-Engel is an assistant professor in the Department of Ocean Engineering and Marine Sciences department at Florida Tech. He's available to speak with media about this topic - simply click on his icon now to arrange an interview today.
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Going green: Solar and wind power remain the best alternatives to fossil fuels
Find video for use here. In the U.S., more and more individuals, and even corporations, are making it a priority to go green in an effort to reduce the nation's dependence on fossil fuels. Studies have proven carbon dioxide is a main contributor to human-caused climate change, so we're tapping into natural elements more often to reduce the use of fossil fuels. From solar farms to solar panels on houses and wind turbines, it’s tough not to find efforts to go green, and that’s a move in the right direction, according to Jessica Reichmuth, PhD, professor in the Department of Biological Sciences in the College of Science and Mathematics at Augusta University. She said we’re heading in the right direction, but more can be done. “We are taking the right steps, but I’m not sure if we will be entirely able to be green energy, but we definitely need to be more green than we are today,” said Reichmuth. “Fossil fuels will eventually run out and are a non-renewable resource.” Homeowners and municipalities are tapping into solar panels most often as a green resource. Some concerns include the costs involved and the fact that in most cases, the panels are permanently attached to a house. Reichmuth points to California as an example of a state trying to ease that burden. Some people who are moving into rental houses and know they aren’t going to be there for a long period of time can have a company attach removable panels. There are other companies jumping into the business of leasing solar panels as well. Even small panels the size of a binder located in a backyard can make a big difference in producing a noticeable amount of electricity. These are great steps, said Reichmuth, but more progress can still be made. “We are at a point within society with green technology that we know and understand how to make solar panels, the infrastructure is there to support them, we just need a movement to get them so they’re used everywhere,” Reichmuth said. Wind turbines remain a big source of discussion. Yes, they provide an alternative electric source, but at what cost? A big negative is the possibility of bird strikes. “Birds will learn to navigate around wind turbines. They are not built in a way that they are impervious to long-distance migration.” Hydroelectricity and geothermal energy are two other green sources of energy. There are not a lot of areas in the U.S. that offer geothermal resources, and as far as hydroelectricity goes, there’s still concern in Reichmuth’s eyes. “I think it would be great to see if dams are going to be used for hydroelectricity, but not as a water containment system. There are portions of the U.S., especially in the southwest, that are dealing with water issues because we have dammed them. Hydroelectricity is good if the dam is used specifically for that purpose and not water containment.” Renewable energy, cost savings and ESG are top of mind for corporations, governments and populations as we look to the future, and if you're a journalist covering this topic, then let us help. Jessica Reichmuth is available to speak with media. Simply click on her icon now to arrange an interview today.
#ExpertPerspective: Did the Covid-19 Pandemic Change Perspectives on Inequality?
Did the COVID-19 pandemic have a silver lining? According to Professor Andrea Dittmann and an interdisciplinary team of researchers, the answer is, “Yes.” In 2020, when it became clear that the COVID-19 pandemic would upend daily life, Andrea Dittmann decided the research she’d been doing could wait. Typically, Dittmann, Assistant Professor of Organization & Management, studies the sources of—and solutions to—inequality in the workplace. “The pandemic is a very distressing thing, but from a research standpoint it’s fascinating to study,” Dittmann said. “The pandemic laid bare all of the inequalities that I’ve been studying for years.” Dittmann, along with colleagues Ellen Reinhart and Hazel Rose Markus from the Department of Psychology, Stanford University; Rebecca Carey, Department of Psychology, Princeton University; Nicole Stephens, Management and Organizations, Northwestern’s Kellogg School of Management; and Hannah Birnbaum, Organizational Behavior Area, Olin Business School at Washington University in St. Louis, decided to study how experiencing personal harm as a result of the Covid-19 pandemic influenced people’s attitudes and behaviors towards equality. In their paper, “Personal Harm from the Covid-19 pandemic predicts advocacy for equality,” published in the January 2023 issue of Journal of Experimental Social Psychology, the researchers write that experiencing greater personal harm in the early stages of the pandemic was “associated with increased advocacy for equality one year later.” These findings are noteworthy. For decades, psychologists have studied Americans’ tendency to rationalize existing inequality as a consequence of individual or “internal” attributes (e.g. differences in work ethic) rather than as a product of larger structural, external, and uncontrollable factors such as bad luck, discrimination, or differences in educational opportunities. “Americans tend to explain people’s life outcomes as free from the constraints of history, other people, and social systems. Instead, life outcomes are seen as a product of individuals’ personal preferences, choices, or enduring characteristics,” they write. Lessons from Firsthand Experience While previous studies have shown that increasing a person’s exposure to inequality—for instance, working in an under-served school or participating in a poverty simulation—can increase people’s endorsement of external attributions for inequality, the COVID-19 pandemic presented the researchers with a real life opportunity to test their hypothesis: that an individual’s firsthand experience of personal harm due to an external force beyond his or her control “will be associated with an increase in their advocacy for equality over time,” they write. Firsthand exposure to inequality confronts people with information contrary to the dominant narrative; it demonstrates how forces beyond individuals’ control can shape people’s opportunities. To conduct their study, the authors recruited a balanced sample (in terms of gender and educational level) of approximately 1500 U.S. citizens between the ages of 18-70. Over the course of a year, they surveyed the participants three times—in May 2020, October 2020 and May 2021. Participants were asked whether they had experienced personal harm as a result of the pandemic (such as disruptions to sleep, poor mental health, financial difficulties, contracting the disease, or having a friend/family member die from the disease) and whether or not experiencing such harm was associated with greater endorsement of external attributions for inequality. Increased Advocacy: A Silver Lining To measure attitudinal and behavioral advocacy for equality, the study included questions about whether there should be universal healthcare, whether the government should provide stimulus checks to help people meet basic needs, and whether or not participants had done anything to combat inequality as a result of the personal harm they had experienced. Had they contacted a public official to express support for reducing social or economic inequality? Had they posted or shared content online that related to reducing social or economic inequality? Even when we ran the most conservative statistical tests, we were still seeing this meaningful relationship between experiencing personal harm and changing your attitude towards inequality and being more willing to stand up and do something about inequality. It speaks to the importance of having direct experience with something that has a disproportionate effect on your life. Dittmann doesn’t know if these attitudinal shifts will be permanent, but she believes the results of the study suggest that research interventions, like asking people to think about people they know who are affected by “large, external shocks” such as climate change or a natural disaster, “could be a way, experimentally, to get more people to see the link, to make these external attributions,” she explained. “While it’s of course awful that so many people experienced this harm due to the pandemic, if there is one good thing that came of it, people were able to shift their attitudes towards inequality. And very importantly, as someone who has done a lot of social psychological research, you don’t expect these effects to persist this long over time. They tend to be more transient. But this study suggests that these could be relatively long term effects.” Looking to know more? Then let us help with your media coverage or research. Andrea is an Assistant Professor of Organization & Management at Emory University's Goizueta Business School. She studies diversity and inequality, particularly employees' social class backgrounds, aiming to promote equity and inclusion at work. Andrea is available to speak with media - simply click on her icon now to arrange an interview today.
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.
Birmingham City Council Cabinet Member Cllr Majid Mahmood met with sustainability experts from across Aston University Cllr Mahmood is responsible for the city’s sustainable waste strategy Knowledge exchange projects between the city council and Aston University were discussed. Birmingham City Council’s Cabinet Member for Environment visited Aston University on 30 November to meet with academics working on sustainability challenges. Cllr Majid Mahmood is responsible for developing a financially and environmentally sustainable waste strategy for the city and engaging in citywide and national policy development to tackle the causes and consequences of climate change, among other accountabilities. Cllr Mahmood’s visit included seeing the chemical engineering and applied chemistry labs run by Dr Jiawei Wang and Dr Matthew Derry who are investigating methods for generating energy from waste and creating new, more sustainable materials. He also met with Professor Patricia Thornley, director of the Energy Bioproducts Research Institute (EBRI) along with other colleagues including Dr Katie Chong, who showcased EBRI’s world-leading research into bioenergy and bioproducts and heard from Dr Luciano Batista on the work he is leading at the Centre for Circular Economy and Advanced Sustainability which provides practical answers to tackle world-critical sustainability challenges. During the visit, Cllr Mahmood was able to share some of the challenges and opportunities facing Birmingham City Council, particularly around sustainability, the environment and waste management. He discussed with academics how Aston University’s research could feed into Birmingham City Council’s future waste and energy management plans and how the lived experience of the city should shape the direction of research. A number of knowledge exchange opportunities were also discussed, including using the city council’s experience to develop undergraduate student projects and academics being invited to visit Birmingham’s waste management depots. Cllr Majid Mahmood said: “It has been brilliant to visit Aston University today and to learn about the innovative ways that different academics are tackling the sustainability challenges facing the world. “As the largest metropolitan local authority in the UK, Birmingham is uniquely placed to develop sector leading waste and energy management processes. Working closely with universities like Aston University will help us to achieve this. “I look forward to developing our working relationship and combining our practical experience and research excellence to drive innovation in the sector.”
Expert Perspective: UC Irvine's David Feldman on 'How to address the American megadrought?'
With the American West suffering from its worst megadrought in 1,200 years, and the Mississippi River as its lowest levels in recent history, water resource management is key to the America’s future. It’s a political challenge as much as a climate change mitigation one. UCI Water’s director David Feldman studies how water is allocated and distributed, and the difficulties in achieving institutional reform to promote equity in water management in the U.S. and elsewhere. He specializes in water resources management and policy, global climate change policy, ethics and environmental decisions, adaptive management, and sustainable development. Recently, David was featured on the UCI podcast to talk about this issue. If you're a journalist looking to cover this important topic - then let our experts help with your stories. David Feldman is a professor of Urban Planning & Public Policy and Political Science, Director of Water UCI. He is an expert in the areas of water resources management and policy, global climate change policy, ethics and environmental decisions, adaptive management, and sustainable development. David is available to speak with media - simply click on his icon now to arrange an interview today or call Tom Vasich with UCI media relations at 949-285-6455.
