Artificial Intelligence

SMPTE: AI must be approached and roadmapped through multifaceted systems thinking


SMPTE’s report states that considerations around ethics are paramount when developing and deploying AI systems, and the most successful organisations in building and scaling AI internally are those that think about it the most thoroughly and systematically

SMPTE has joined forces with the European Broadcasting Union (EBU) and the Entertainment Technology Center (ETC), to publish a report on artificial intelligence (AI) and its effect on the media.

The document was the result of a task force on AI standards in media that began in 2020, and it aims to provide media professionals with a background in both AI and machine learning (ML).

It begins with a technical understanding of the two technologies followed by the effect they will likely have on the media landscape. The report then moves on to examine AI ethics and ends by discussing the role that standards can play in AI/ML’s future.

It states that considerations around ethics are paramount when developing and deploying AI systems. “AI systems must be built around principles of trust, fairness, and inclusion,” says the report.

“The technology is early, and its ethical considerations are lagging behind the pace of innovation. Even regulators have, by and large, limited their interest to data privacy—for now. But because the technology is so complex and increasingly important, and its presence is so ubiquitous, it must be approached and roadmapped through multifaceted systems thinking.”

The report adds that the most successful organisations in building and scaling AI internally are those that think about it the most thoroughly and systematically. “Nothing forces an organisation to think deeply—and in systems—more than ethics. Far from window-dressing or virtue signalling, putting ethics front and centre will bring about the modes of operation, intellectual rigour, and organisational culture necessary to excel in building AI systems,” it states.

The full report is available to read here.




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