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Georgia Southern recognized as top 100 degree producer for diverse students
Georgia Southern University has ranked in the top providers nationally for degrees conferred to diverse students among higher education institutions. For several years, Diverse Issues In Higher Education has produced the Top 100 Degree Producers rankings of the institutions that confer the most degrees to diverse students. The data was reported at the end of 2022 for the previous year of 2020-2021. Georgia Southern ranked highly in the following categories: #2 for international (temporary resident) students receiving doctoral degrees in public health #3 for African American and total minority students receiving doctoral degrees in public health #5 for African American students receiving bachelor’s degrees in the physical sciences #6 for African American students receiving bachelor’s degrees in communications disorder sciences #6 for African American students receiving bachelor’s degrees in parks and recreation “We are proud to be ranked in the top 20 in a variety of disciplines and categories,” said Dominique A. Quarles, Ph.D., associate vice president for inclusive excellence and chief diversity officer. "Along with our designations as a First-gen Forward Institution and Military Friendly School, this highlights the University’s success in providing education to students in our diverse state and region, and it reaffirms the importance of inclusion as a value at Georgia Southern.” The number of combined bachelor’s, master’s and doctoral degrees awarded increased by over 55,000 degrees from 2019-2021 to 2021-2022 for diverse students nationwide. Underrepresented students of color received 35% of the combined degrees. The data comes from the Integrated Postsecondary Education Data system survey known as IPEDS, which are collected by the U.S. Department of Education. Georgia Southern detailed diversity rankings: Rank Category Degree Level Discipline #2 Temporary Resident Doctorate Public Health #3 African American Doctorate Public Health #3 Total Minority Doctorate Public Health #5 African American Bachelor’s Physical Sciences #6 African American Bachelor’s Communication Disorders Sciences #6 African American Bachelor’s Parks, Recreation, Leisure #8 African American Bachelor’s Engineering #9 African American Bachelor’s Marketing #10 African American Bachelor’s Rehabilitation and Therapeutic Sciences #13 African American Bachelor’s Finance #13 African American Master’s Parks, Recreation, Leisure #14 African American Bachelor’s Family And Consumer Sciences #14 Two or More Races Bachelor’s Communication Disorders #15 African American Bachelor’s Education #19 African American Bachelor’s All Disciplines Combined View the Top 100 Diverse Report Here For more information about the Top 100 Diverse Report or to speak with Dominique A. Quarles — simply reach out to Georgia Southern Director of Communications Jennifer Wise at jwise@georgiasouthern.edu to arrange an interview today.
Craig M. Harvey, Ph.D., has been selected to serve as the new dean of the Allen E. Paulson College of Engineering and Computing beginning July 1. “I am excited to welcome Dean Craig Harvey to Georgia Southern University as the next generation of leadership for the College of Engineering and Computing,” said Carl L. Reiber, Ph.D., provost and vice president for academic affairs. “Dean Harvey brings with him an understanding of what a vibrant and growing research university will need to move to the next level as our region expands in its engineering and computing needs.” Harvey comes to Georgia Southern University from Louisiana State University, where he serves as the associate dean for academic affairs of the College of Engineering, professor of Industrial Engineering and is the holder of the Donald W. Clayton University Professorship. He brings to Georgia Southern a wealth of knowledge in leadership, student growth and expansion and advanced engineering studies. “It will be a great honor to serve as the next dean of the Allen E. Paulson College of Engineering and Computing, a college that prepares graduates in engineering, construction and computing to be ready to take on the challenges facing Georgia and the country in the 21st century,” Harvey said. “I look forward to working with faculty, staff, students, alumni and industry to position the college to meet the future demands in both education and research in the state where my engineering career began.” His research interests include human computer interaction, usability engineering, human collaboration within complex environments, human factors engineering and safety engineering. Harvey worked full time as a maintenance engineer and captain at Grand Forks Air Base in North Dakota and served in the United States Air Force Reserves while earning a Ph.D. in industrial engineering from Purdue University. He holds a bachelor's in industrial engineering from Georgia Institute of Technology and a master's in industrial engineering degree from Purdue University in West Lafayette, Indiana. For more information — simply reach out to Georgia Southern Director of Communications Jennifer Wise at jwise@georgiasouthern.edu to arrange an interview today.
New data shows real value of on-campus student engagement - Georgia Southern
Students celebrate the first week of classes for the Fall 2022 semester at the Welcome to the Nest Block Party, part of programming for The Eagle Experience. Planning and attending student events on a college campus may sound like it’s all fun and games, but new data from Georgia Southern University shows there are real benefits for the students and for the university when students engage in on-campus activities. A recent analysis by Georgia Southern’s Institutional Research office of first-year students who attended at least one event during the 2021-22 school year showed that students who attended at least one event returned this year at a rate of 79.4%. That figure is more than seven percentage points higher than the University’s overall freshman retention rate of 72%. “National data has consistently shown that the more engaged a student is with the university, the greater their chance of succeeding in college. It’s very satisfying to now have data to show the value of student programming and events at Georgia Southern,” said Shay Little, Ph.D., the University’s vice president for student affairs. Student affairs has been collecting student participation data since the university launched “the Eagle Experience” in fall 2020. The following year, the program, a collaborative cross-university effort to ensure new students’ successful transition to the Georgia Southern college experience, won a 2021-22 National Association of Student Personnel Administrators (NASPA) Excellence Bronze Award. Now, data show that students are re-engaging after two COVID-influenced years that impacted many of Georgia Southern’s operations and activities. Total attendees measured at Georgia Southern events on all three campuses rose from 55,124 in fall of 2021 to 79,408 in fall of 2022. That’s a 44% increase in students who checked in during at least one of more than 1,000 events. Fall 2022, the numbers show: 1,162 total events 79,408 total attendees 370 Armstrong Campus events that attracted 13,116 attendees 662 Statesboro Campus Tagged Events that attracted 62,335 attendees 82 different departments or registered student organizations hosted events “It’s clear that we are reaching our Eagle Experience goals of engaging and retaining our students,” Little said. “We intend to foster a transformative student experience where students have fun, find a place to belong, and have opportunities to learn while enhancing their academic experience. These results are very encouraging.” Looking to know more - then let us help. Shay Little, Ph.D., is available to speak to reporters about the importance and success of student engagement. For more information or to arrange an interview - simply reach out to Georgia Southern Director of Communications Jennifer Wise at jwise@georgiasouthern.edu to arrange an interview today.
Experts in the Media: Georgia Southern investing $1.2 million to upgrade campus security cameras
Georgia Southern University is planning a major upgrade to its campus security cameras and video technology. With approximately $1.2 million budgeted, the University will upgrade the cameras in the resident halls and other buildings in Statesboro, Savannah and Hinesville to bring the current cameras from analog to a digital platform. Additionally, new cameras will be placed at entrances to theirr campuses that can tie into those from other law enforcement agencies. The end result will be an interconnected network of cameras across the region. The new technology package includes state-of-the-art Flock cameras, which are motion-activated and record license plate numbers of any vehicle that comes into the hall parking lots. Flock Safety’s “Vehicle Fingerprint” technology lets police search the video by vehicle make, color, type, license plate, state of the license plate, missing plate, covered plate, paper plate, and unique vehicle details such as roof racks, bumper stickers, and more. The cameras can be used to look for a specific suspect or a vehicle that has been entered into law enforcement databases. Additionally, the University can use Flock for investigative purposes as well by going back and looking for any cars that fit a certain profile if it was associated with a crime or if there was a gunshot detected nearby. “This upgrade allows us to add more cameras, extend our reach, add storage and searching capabilities and better integrate our cameras into other video surveillance networks in use by local law enforcement,” said Georgia Southern University Police Chief Laura McCullough. “This is a major step forward in our ongoing work to keep our campus safe.” The new equipment will add to, and augment, Georgia Southern’s network of more than 1,800 video cameras on its three campuses. The project will begin in the coming weeks and is expected to be completed by the start of the fall 2023 semester. The announcement has garnered a lot of attention, especially with local media and publications covering security. If you're a journalist looking to know more about this announcement or speak to an expert about campus security and safety - then let us help with your coverage. Georgia Southern University Police Chief Laura McCullough is available - simply reach out to Georgia Southern Director of Communications Jennifer Wise at jwise@georgiasouthern.edu to arrange an interview today.
Choreographing Love: Pulling Back the Curtain on Staged Intimacy
Picture this... You're watching your favorite romantic comedy. It's reached the best part; the leads go in for that famous relationship-affirming kiss and bam, happy ending. Everything on screen feels so natural and easy. Well, not quite. The intimate moments we see depicted in movies, on television and in theatre are carefully discussed and staged before and during production, with intimacy professionals leading the way. To unpack all the romantic details, we turned to Bess Rowen, PhD, an assistant professor in the Department of Theatre at Villanova University and trained intimacy choreographer. On set, intimacy choreographers (theatre) and intimacy coordinators (film and television) make sure that the intimate contact viewers see is agreed upon beforehand with actors and the director. "In other words, we don't want to surprise an actor," says Dr. Rowen. The cast and crew work hard to make the romantic moments feel real and spontaneous within the predetermined and agreed-upon guidelines. While intimacy coordination is a relatively new field, it has really grown in the last several years. "In 2020, SAG-AFTRA (the largest professional union for screen actors and radio actors) laid out guidelines for the use of intimacy coordinators for all union productions," says Dr. Rowen. And there are many organizations that train and produce qualified intimacy professionals, ensuring that they are engaging with new practices as the field continues to grow and evolve. And, akin to real-world encounters, consent is the backbone of intimacy on stage and screen. "Instead of feeling forced, possibly by a power imbalance in the room to simply agree to the director's vision, intimacy coordinators empower actors to identify their boundaries," Dr. Rowen says. "Actors can feel pressured to seem 'easy to work with,' thus creating situations where their consent may get lost. To keep everyone accountable, intimacy coordinators will introduce self-care cues, boundary practice and other consent-based practices to create a space that foregrounds an actor's boundaries for any and all physical contact." As an intimacy choreographer, Dr. Rowen understands the importance of the role. "This job is essential because it adds an advocate to set. An actor might hesitate to tell a director they're uncomfortable doing something, but if I'm there and can directly ask an actor about something, then the individual can end up feeling a lot more in control of the situation," she says. "That consent-based, trauma-informed practice leads, in my experience both as a professional and as an audience member, to more fully integrated scenes of intimacy." An actor's comfort translates to the viewer, creating a more enjoyable experience for everyone. This type of oversight is exciting. "For years we have trained actors to expect the unexpected and be ready for anything, so it takes a minute for them to realize that this training is the opposite of that," says Dr. Rowen. "There aren't surprises or jump-scares in this work. It's about transparency. And once that's made clear, you tend to see people relax in their bodies. It's really powerful."
Augusta University’s second annual Healthy Georgia Report has been released, offering a snapshot of health in the Peach State as compared to not only neighboring states, but also the entire country. While Georgia’s population is doing well in some key health factors, researchers also found areas that could benefit from more awareness and public policy action. Biplab Datta, PhD, assistant professor in the Institute of Public and Preventive Health and the Medical College of Georgia’s Department of Population Health Sciences, collaborated with other IPPH faculty and staff to update the report and add new categories this year. The goal of the report is to connect with lawmakers, community leaders and researchers, stimulate conversations about public health needs and promote action, such as greater community engagement, research for informing effective policies and appraisal of required funds. “We need to make lawmakers aware of the public health situation in the state of Georgia,” said Datta. “We hope this report will help identify areas that need policy attention. It can also play an important role in bridging the gap between researchers and policymakers.” Using 2021 data from the Behavioral Risk Factor Surveillance system, the National Survey of Children’s Health, the American Community Survey and the Center for Disease Control and Prevention’s COVID Data Tracker website, the report was compiled on numerous health topics. Some categories studied include high cholesterol, hypertension, obesity, arthritis, asthma, cancer, cardiovascular diseases, alcohol consumption, diabetes and more. It also broke down each category by age, sex, race, income level and other socioeconomic indicators to get a full representation of the data. New to the study this year is an in-depth look at health insurance coverage, COVID-19 vaccinations, breastfeeding, child maltreatment, and unmet healthcare need of children. Georgia ranks 49th in the nation when it comes to health insurance coverage. That was a surprise to Datta. “I didn’t expect the numbers to be that bad, but I think it also indicates the scope of work that we need to undertake to improve insurance coverage in Georgia,” he said. Another surprise was the low rate of flu vaccination in Georgia. “We know there is a difference between whites and Blacks in the U.S. But when we look at and compare Black people in Georgia with Blacks in the rest of the southeastern states, we see the flu vaccination rate was significantly lower among Blacks in Georgia. This is an issue that warrants further research to understand the underlying causes of such disparity,” said Datta. As it was a year ago, hypertension remains a concern. There are several issues involved when talking about hypertension but there are also straightforward ways to improve the condition Datta said. “I think one of the core components of hypertension control is just changing some behavioral stuff. If we just reduced the sodium content in our daily diet, if we do regular physical exercise for a certain amount of time that will significantly improve our hypertension management. Community-level initiatives to make people aware of these things can make a real difference,” said Datta. Residents in Georgia are doing better in several areas such as obesity, cancer rates, asthma prevalence and depressive disorders. Datta said it’s important to recognize these improvements so we can learn from them. “We need to figure out where we are doing well and use that experience in areas where we are not doing so well. It will help us move toward the right direction.” He added it’s important to always be looking for ways to evolve the study, and that includes adding new categories when enough data is available. “We didn’t cover sexually transmitted diseases in this year’s report, which we would like to add when data will become available. We’d also like to add teenage pregnancy, maternal health issues, gun violence and opioid use,” he said. Looking to learn about health in the Peach State? Then let us help. Biplab Datta is available to speak with media regarding this important topic. Simply click on his 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.
New research suggests model organisms may have evolved too far
A research team from Aston University and the Universities of Birmingham and Nottingham suggest model organisms evolved over 100 years may no longer be fit for purpose They found the bacterial strain Escherichia coli K-12 has been repeatedly cultured and mutated, resulting in many genetic changes The study has just been published in Microbial Genomics A research team from Aston University has found that the model organism used in laboratories for the past 100 years has evolved so extensively that it may no longer be fit for purpose. According to a new study, published in Microbial Genomics, the bacterial strain Escherichia coli K-12 has been repeatedly cultured and mutated, resulting in an organism that carries many genetic changes compared to the original isolated bacteria. The research team, from Aston University, and the Universities of Birmingham and Nottingham, made their discovery after re-examining the early preserved samples and looking at the base sequence of their DNA. They found a large number of differences at the DNA sequence level, and the differences are bigger when they examined currently used stocks that derived from the original samples. The work underscores the dangers of using one strain as a sole model. It also confirms that bacterial sequences evolve over short time scales and provides a fascinating insight into the first baby steps of molecular microbiology. Lead author Dr Doug Browning, of the School of Biosciences at Aston University, said: “The past 10 years have seen a massive amount of bacterial genome sequencing and the picture that is emerging is that bacterial genomes change very fast. This was unimaginable 100 years ago, and, of course, this is why folk back then were quick to adopt the K-12 strain as the model for everything.” The strain of bacteria in the study was originally isolated in 1922 from the faeces of a recuperating diptheria patient at Stanford University, in California. The strain was preserved and over time it, and many derivatives, were distributed to research laboratories around the world for use by researchers looking to understand the workings of living cells at the molecular level. While the number of genetic variations which have appeared in the intervening decades may sound alarm bells in some research areas, for others it may represent new research opportunities. Co-author Steve Busby, of the Institute of Microbiology and Infection at the University of Birmingham, said: “Actually the diversity that all this generates can add a new dimension to our understanding. It’s often true that things are seldom as they seem, and particularly so if you only study one strain.”
Expert Comment - the humanitarian use of drones in the current Turkish/Syrian earthquake disaster
Dr Muhammad Azmat, Assistant Professor in Logistics and Supply Chain Management at Aston University, Birmingham, is available to provide comment on the humanitarian use of drones in the current Turkish/Syrian earthquake disaster, and why they should be used more. “There are several examples from the recent past that suggest autonomous drones and drone swarms could be an effective tool to speed up search and rescue operations. “I believe there is a need for more awareness of drones and humanitarian organisations should be encouraged in using this new technology.” Dr Azmat has previously written for The Conversation about the potential use of humanitarian drones during the Ukraine war Dr Azmat’s profile: Dr Muhammad Azmat Assistant Professor in Logistics and SCM - Expert with Aston University | ExpertFile If you have any queries, please contact Dr Azmat or Nicola Jones Mobile: (+44)7825 342091 n.jones6@aston.ac.uk Press and Communications Manager, College of Engineering and Physical Sciences, Aston University, Aston Triangle Birmingham, B4 7ET, UK
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.
