We are in a stage of deep technological exploration, in which we seek to understand everything that artificial intelligence can offer. A testimony of this interest is the recent experiment of entrepreneur and LinkedIn co-founder Reid Hoffman, who created his own digital twin with whom he had a fascinating conversation of almost fifteen minutes on controversial topics involving AI, such as the need to regulate this technology. An experiment nurtured from all his work done for over two decades, including interviews, books, podcasts, and conferences.
This project, aside from the novelty and impact of seeing a person talk to their “digital twin”, reflects the demonstrated ability of artificial intelligence to create multimedia content. Up to now, the main focus of big tech companies had been to develop AI skills to generate text and images efficiently like the popular chatbots of ChatGPT and Gemini or tools that allow the creation of images, like Midjourney or Playground. All of them have definitively transformed the way millions of people worldwide carry out their daily tasks.
However, the field of AI is capable of evolving much beyond these boundaries, and now we are starting to see its consequences. Today, it only takes three seconds of audio and a basic level of AI skills to recreate a person’s voice and image, since the tools available in the market allow any user to generate high-quality audiovisual content in seconds.
These models have already had strong repercussions such as the influencers generated by AI who are earning up to 10,000 euros a month, or the creation of a virtual presenter by the company Be a Lion, a subsidiary of Mediaset España, responsible for presenting a segment on the ‘Supervivientes’ program website. Its creation sparked debate both on social media and within the network itself.
Going one step further, in recent days, the Suno app has gained great popularity, dedicated to musical creation through AI and causing a stir on social media by allowing the creation of a high-quality song from a simple text. However, its emergence has also caused discomfort among the music industry, as it surpasses human capabilities in terms of production speed and resources that must be allocated, making it extremely difficult to compete with them. Concerns have also been raised regarding the intellectual property rights with which these algorithms have been trained. However, its creators claim that this platform does not aim to copy musical styles and create new songs with the voices of renowned artists, as they do not memorize the music but study and learn its patterns, in a process comparable to human inspiration.
But far from being a threat to professionals, these generative AI tools emerge as the ideal boost for specialists to improve the quality of their creations. Among its advantages, this technology allows optimizing video editing tasks, automatic object identification, and improving image and sound quality. In this context, individuals have the ability to materialize their ideas more quickly and their critical judgment becomes crucial in distinguishing between what constitutes successful execution and what does not.
Consumers have become accustomed to constant innovations in this area, creating a cycle where they demand the creation of more platforms and functionalities. Therefore, big tech companies like OpenAI, Meta, or Microsoft are investing a significant amount of resources in developing new AI-based tools, which, combined with the establishment of new strategic alliances with other companies, is paving the way for a more competitive ecosystem that promises to enhance the user experience and the quality of the final product.
Faced with the growing offer, ethical risks arise because often, innovation is prioritized over security. In this context, the role of model and algorithm audits becomes key to mitigate these risks.
Integrations must be monitored by AI experts, who act as independent professionals ensuring that the technology is being applied ethically. This process not only prevents future legal, financial, or reputational problems for companies but also opens the way to an ecosystem where conscious and responsible AI innovation is fostered.
All these innovations herald a future where, if companies and users commit to adopting a transparent and responsible approach, we will be able to scale our businesses, our economy, and society as a whole. Success in this field requires a collective commitment. With a solid foundation, companies will be better equipped to navigate the complex and exciting world of artificial intelligence.
