The Innovation Cube laboratory at Fundação Getulio Vargas’ School of Communication, Media and Information (FGV ECMI) has drawn up a list of the main trends in artificial intelligence expected in the coming months. This technology looks set to revolutionize the way people relate to each other in almost every aspect, including social and political ones.
 

• Greater integration of AI indevices: With Microsoft incorporating Copilot into Windows keyboards and Samsung putting AI into every part of its recently launched S24 Ultra phone, the integration of AI in consumer-facing devices is set to be one of the biggest trends in the technology market in 2024. Every major company is entering the AI race, developing its own models if it is big enough, or looking for creative ways to incorporate partners’ models. Virtual assistantsare already commonplace, but we can now expect to see them spreading to all kinds of products, as well as “AI-powered” functions. It remains to be seen which of these integrations will be long-lasting.

• Fake news featuring generative artificial intelligence: Memes based on generative artificial intelligence have already gained a foothold on the internet, and over the course of 2024, fake news created with generative AI will become an everyday reality. The first high-profile cases have already been reported, and there are many of them. For example, in the first few weeks of January, Brazilian TV presenter Pedro Bial drew attention to the misuse of his image to sell hair loss products, while a Globo TV report listed cases of fake audio clips used in a mayoral election campaign. For the upcoming October elections, the Superior Electoral Court is already working to regulate the use of generative AI in electoral advertising. Even though it is not permitted in election campaigns, its malicious use is becoming increasingly easy to access and hard to detect on social networks.

• Changes in the job market: 2024 looks set to be the year when AI enters the job market, for the good or ill of workers. Experts predict that the replacement of jobs by automated routines will be limited, but the integration of AI into professional activities – already a reality in many occupations – will become increasingly common and sophisticated. New professions and positions are already being targeted to deal with this phenomenon, such as language model developers, machine learning engineers and AI ethics specialists.

• Customized AI: The advance of generative artificial intelligence has led to a race among companies to launch products that allow consumers to personalize AI tools, such as ones that mimic each user’s handwriting. The ability to buy or develop AI models, whether generative or analytical, molded for each end use purpose, is very attractive to the corporate market, which will generate yet another line of services in the sector. In turn, when it comes to consumers, the development of chatbots simulating “digital girlfriends” has generated controversy, leading some companies to face pressure to limit or ban their distribution, highlighting the ethical and social challenges surrounding the use of AI in sensitive areas.
   
• Regulation advances around the world: Governments and regulators around the world are already aware of the need to regulate the creation and use of artificial intelligence.The discussion now is about what form this regulation will take. Last year, Brazil debated alegal framework for artificial intelligence, while the European Parliament and Council reached a preliminary agreement on a set of laws for the entire bloc. These debates will continue into 2024, in more countries, with the first pieces of legislation likely to be approved this year.