Artificial intelligence (AI) in content creation

Abstract

Artificial intelligence (AI) has changed the way content is created and shared, being used to support areas such as social media and journalism. This article presents how Grupo Globo applies AI to facilitate processes such as the collection and personalization of information, always with human monitoring to ensure that the content is accurate and impartial. The analysis focuses on guidelines for the responsible and ethical use of AI, addressing practices such as periodic reviews and checking for possible errors, in addition to respecting copyright and intellectual property. As a result, AI is presented as a tool that helps increase the reach and personalization of content, but that requires human control to avoid incorrect information and generic content. We conclude that AI increases the potential for reach and engagement, but that its responsible use ensures that the information is of quality. This study helps to understand the best practices for using AI with integrity and responsibility.