AI Marketing Tools To Help You Win in 2024

Top AI marketing tools by category

Forgive us for using a technical term, but it’s absolutely bananas how far AI has come in the past year. And while some people are worried that the robots are here to take our jobs, we’re convinced they’re here to help us do our jobs better—especially when it comes to AI marketing tools.

If you are a small team or solopreneur wanting to scale your reach and analytics capability, AI marketing tools can be a game-changer. With the right software, companies with minimal resources can compete with the big boys.

AI marketing software can help draft content, generate SEO-friendly social captions, repurpose a blog post into a video, suggest an ad strategy, and so much more. Seriously, just imagine what your marketing team could accomplish with a little (digital) helping hand.

Ready to step up your social media marketing with a little help from artificial intelligence? Read on for our master list of the best AI marketing tools for 2024.

Bonus: Download this free cheat sheet with 250 professionally engineered ChatGPT prompts that will help you be more productive at work and in your daily life. We’ve included specific prompts for over 25 industries and professions!

25 best AI marketing tools for 2024

A quick caveat before we dive into our list of the best AI marketing tools for 2024: the “best” software for you is going to be totally dependent on your social media goals.

So before you lean into the world of automation and adopt every tool here, take a minute to think about what parts of your current process could use scaling or streamlining.

AI marketing tools for social media

1. Hootsuite

Managing social media = 25 jobs. Creating content, posting to multiple networks, learning about your audience, providing customer support, reporting wins to your boss… It’s a lot.

Hootsuite's Compose screen with the auto publish feature highlighted

Hootsuite can help you do all of that (and more) from one user-friendly dashboard that works with Facebook, Instagram, X (formerly Twitter), LinkedIn, TikTok, Pinterest, and YouTube.

With Hootsuite, you get:

  • An easy-to-use social media scheduler
  • Personalized recommendations for best times to post
  • Intuitive analytics for all your social accounts
  • One inbox for DMs and comments from every network
  • Industry benchmarks and competitor analytics
  • Simple social media monitoring tools
  • Integrations with all of your other tools, including Canva, Hubspot, Shopify, Mailchimp, Microsoft Dynamics, and 200+ more

But hey, this is a story about AI marketing tools… and Hootsuite absolutely delivers there, too.

OwlyWriter is built on ChatGPT’s pioneering language model, but it also includes all of our winning content formulas that took over 14 years of research to develop.


Craft perfect posts in seconds

OwlyWriter AI instantly generates captions and content ideas for every social media network. It’s seriously easy.

Start free 30-day trial

OwlyWriter can:

  • Write a new social media caption in a specific tone of voice
  • Write a post based on a link (e.g., a blog post or a product page)
  • Generate post ideas based on a keyword or topic (and then write posts expanding on the idea you like best)
  • Identify and repurpose your top-performing posts
  • Create relevant captions for upcoming holidays
OwlyWriter AI (an AI marketing tool) generating  Instagram captions

Try OwlyWriter AI for free

If you’re fine with writing your own captions but need a little help generating relevant hashtags, Hootsuite’s AI hashtag suggestion tool is a game-changer.

We all know hashtags are kind of a secret weapon when it comes to expanding your reach, but coming up with the right hashtags on your own can be…tricky.

Hootsuite’s AI suggestion tool is built right into the Compose window, so it’s super easy to generate smart hashtags while you write and schedule your content. Our AI technology analyzes both your caption and the images you’ve uploaded to suggest the most relevant hashtags.

And if you’re handling customer service via social media, Hootsuite Inbox also features some powerful AI capabilities. With Hootsuite Inbox, you can bridge the gap between social media engagement and customer service — and manage all of your social media messages in one place.

Beyond collecting all your DMs into a handy package, Inbox also features:

  • Automated message routing
  • Auto-responses and saved replies
  • Automatically triggered customer satisfaction surveys
  • AI-powered chatbot features
Hootsuite Inbox is an AI marketing tool that auto-sorts and tags incoming messages

Take Hootsuite Inbox for a test drive

Price: Starts at $99 for professional plans
Who it’s best for:
Social media managers, digital marketing professionals, small to large businesses, content creators


Reduce response time (and your workload)

Manage all your messages stress-free with easy routing, saved replies, and friendly chatbots. Try Hootsuite’s Inbox today.

Book a Demo

2. Hootsuite’s free AI tools

Subscription plans gettin’ you down? Not to fear, Hootsuite has free AI content creation tools you can use right now:

  • Caption generator. Curious about OwlyWriter AI or other AI writing tools? Try out caption generation for free. This generator isn’t as advanced as OwlyWriter. Still, unlike ChatGPT, it’s optimized for social media and custom-creates your caption for your chosen platform in one of five languages. Nice.
  • Username idea generator. Identity crisis? No problem! With Hootsuite’s username generator, you can reinvent yourself in a few seconds flat.
  • About/bio writer. We get it—it can feel awkward to write about yourself. Let Hootsuite sum up the special sauce of your life automatically.
  • AI hashtag generator. Not sure how to tag your latest Insta post for maximum exposure? Our hashtag tool is here to help. (And if you want suggestions based on an image or video? Sign up for Hootsuite for the full multimedia experience!)

Price: Free!

Who it’s best for: Content creators, small teams, businesses just beginning their social media journeys

AI tools for content marketing

3. ChatGPT

Does ChatGPT even need an introduction? It’s become the default name for “AI content creation.”

A natural language processing (NLP) chatbot, ChatGPT can comprehend and generate material that sounds like a real person wrote it, including blog posts, social media postings and more.

ChatGPT is one of the most popular AI marketing tools currently available

Price: Free! The “ChatGPT+” subscription costs $20 a month and offers faster response times and early access to new features

Who it’s best for: Developers, businesses with AI integration needs, content creators, customer support teams

4. Dall-E by Open.ai

Dall-E is the visual sibling of ChatGPT, an AI-powered solution for graphic design. Provide a text prompt detailing your visual concept, and Dall-E brings it to life.

Dall-E is great for crafting original graphics for blog posts or social media, prototyping designs, or developing web graphics.

It’s not the best for creating brand elements like logos or packaging designs, though. Brand identity, after all, calls for more than just aesthetics.

Dall-E can generate simple images from a text prompt.

Price: Dall-e charges by the image, with the pricing ranging between $0.016 an image to $0.040 depending on the scale and resolution.

Who it’s best for: Graphic designers, artists, creatives, marketing professionals

5. Copy.ai

Copy.ai streamlines the copywriting process by generating almost-ready-to-publish drafts requiring minimal human editing.

Just provide a topic and creative direction; you’ll get outlines, articles, social posts, and sales emails in a few seconds. Try this AI marketing tool out if you need to generate written content rapidly at scale.

CopyAI allows you to specify your brand voice to customize the copy you generate.

Price: The basic plan is free, with pro plans starting at $36 a month

Who it’s best for: Content writers, copywriters, marketers, small business owners

6. JasperAI

A major ChatGPT competitor, JasperAI’s specialty is its ability to account for tone. That makes it a great tool for generating on-brand articles, social media posts, and scripts that consistently reflect your voice.

JasperAI is another copy AI marketing tool

JasperAI also facilitates content translation into 30 languages and integrates with tons of different applications.

Try using JasperAI to generate content ideas and outlines or translate content for global audiences. (That being said, leave the big stories to human professionals.)

Price: From $39 a month

Who it’s best for: Individual content creators, collaborative marketing teams

7. Canva

Creating a brand from scratch? Work with a graphic design professional. Looking to repurpose existing content and maintain visual consistency using a library of graphic templates? Canva is a great tool to keep in your toolbox.

Canva isn’t just for social graphics; it covers document design, presentations, and more.

Plus, with the introduction of Magic Design, Canva utilizes AI-powered content creation to generate matching templates based on uploaded media, making it efficient to repurpose content across various platforms.

Price: A basic account is free, but to access premium content and new tools (like Magic Design), prices start at $18.99 a month

Who it’s best for: Designers, small business owners, social media managers, students

8. Midjourney

Similar to Dall-E, Midjourney creates graphics using AI prompts. It operates as a Discord bot, which means it’s very user-friendly, and you can enable art creation from anywhere—even your phone.

Midjourney is a more advanced AI marketing tool than Dall-E

While anyone can learn to create prompts in Midjourney, getting the results you want takes a bit of practice—check out our AI art prompting guide.

Advanced Midjourney options include specifying features like a transparent background, aspect ratio, and art style.

Price: From $10 a month

Who it’s best for: Advanced AI image users, graphic designers

9. Synthesia

Synthesia enhances video production, even if you’re the most camera-shy marketing person on the planet. It uses AI avatars to quickly transform video scripts into finished videos.

Synthesia's AI avatars allow you to create videos quickly

The platform offers industry-specific templates that facilitate quick script creation. Plus, users can review and edit the video before publishing, all within the software.

Use it to create quick how-to tutorials at scale or generate clips for Reels and TikTok.

Price: Starting from $22 a month

Who it’s best for: Video editors, marketing professionals

10. Murf

Murf specializes in generating real, human-sounding voices for reading scripts. The platform’s AI voices are created from real people, allowing you to produce studio-quality audio in 20 languages.

Murf is an AI marketing tool that generates realistic human voices for voiceover

You can even clone your own voice for authenticity and time savings. It’s a great tool for recording voiceovers for social videos, podcasts, or brand presentations (though, as with many AI tools, it’s not the best for long-term branding).

Price: The entry level plan is free, with more advanced tools available starting from $19 a month

Who it’s best for: Teams interested in multimedia production

11. Podcastle

Looking into video or audio podcasts? Podcastle might be for you. This AI-powered podcast recording and editing app allows you to record video and audio streams, including virtual interviews with up to 10 participants.

Podcastle uses AI-powered editing to automate simple tasks

Podcastle’s AI-powered editing automates tasks like cutting out silence, suggesting clip trims, and minimizing noise while maintaining consistent volume levels.

In other words, this is a great option if you’re starting a new podcast and need easy audio and video editing tools (and a fancy voice-cloning feature). If you’re more experienced in the podcast world, though, this might be too basic for your needs.

Price: Basic plans are free, with more advanced functionality available from $12.99 a month

Who it’s best for: Beginning podcasters

12. Quillbot

QuillBot differentiates itself by helping you rephrase existing content creatively. It goes beyond basic synonym changes—QuillBot can simplify or expand content for brevity or detail.

It also offers unique extensions, including a web research AI search tool, a citation generator, and a “co-writing” sentence completer.

Use Quillbot to repurpose content or generate multiple versions of the same story.

Quillbot is an AI marketing tool that allows you to rephrase existing content

Price: Some functions available for free, but to access all the tools, plans start at $8.33 a month

Who it’s best for: Social media managers looking to repurpose existing content

13. Magic Studio

Wanna level up your product pics? Magic Studio is your new go-to. This AI tool caters to brands aiming to elevate their visual presence.

Magic Studio is an AI-powered tool that allows you to rapidly generate product images, etc

Magic Studio helps instantly place your best-sellers on sleek backgrounds, remove unwanted objects, and generate photos based on text prompts. It’s also a great tool for creating all-star profile pics.

Price: Some functions are free, but pro plans start from $7.49 a month

Who it’s best for: Ecommerce brands

14. DeepBrain AI Studios

DeepBrain AI Studios offers a user-friendly platform for AI video creation, converting text to video seamlessly. (It’s honestly a little spooky.)

Thanks to customizable photo-realistic AI avatars, the intuitive tool empowers beginners to create high-quality videos without actors, filming teams, or expensive equipment.

DeepBrain AI can generate video and audio from text

Price: From $29 a month

Who it’s best for: Video editors, brands with YouTube channels

15. Acrolinx

Acrolinx goes beyond just churning out content for blog posts. It serves as a brand watchdog, ensuring content aligns with brand guidelines. Set your style, tone, grammar, and specific language, and Acrolinx will help you generate content that never deviates from the brand vision.

Its AI Video Generator converts text to video, and photo-realistic AI avatars can be tailored to suit your brand.

Price: Price available upon request

Who it’s best for: Enterprise brands, marketing professionals

AI tools for SEO

16. Keyword Insights

Keyword Insights is a robust SEO tool that features an advanced AI writing assistant specifically tailored for contemporary content creators.

The integrated platform seamlessly combines content research, writing and search optimization. The writing assistant within Keyword Insights offers AI functionality while fostering a touch of human-AI collaboration.

Price: Access to some SEO tools are free, with a basic plan starting at $58 a month

Who it’s best for: SEO professionals, content marketers

17. Surfer SEO

Surfer SEO is a tool designed to enhance the content quality of web pages, ensuring higher rankings on search engine results pages (SERPs).

Surfer SEO is an AI marketing tool used by content marketers

It meticulously analyzes SERPs for relevant search terms and compares your content against the insights gleaned from top-ranking pages. Surfer SEO evaluates keywords and various ranking metrics, providing you with valuable suggestions to optimize your content for search engine optimization. It also offers an outline generator and keyword research tools to help you create SEO-friendly content from the outset.

Price: Starting from $96.39 a month

Who it’s best for: Agencies, brands ready to scale

18. GrowthBar

GrowthBar employs GPT-3 AI technology to automate content generation and offers suggestions for keywords, precise word count, links, images, and more.

GrowthBar employs GPT-3 AI marketing technology to automate content generation

This tool excels in providing comprehensive backlinking strategies and creating outlines for blog post content. Bonus: Growthbar offers a Chrome extension for added convenience.

Price: From $36 a month

Who it’s best for: Content marketers, bloggers

19. Frase.io

Frase.io is a handy tool for creating SEO-optimized content efficiently.

Just enter a topic, and Frase automatically compares and extracts data from top sites using the same keyword. The AI-driven marketing tool then generates an SEO-friendly outline, allowing you to create content that’s more likely to rank in the SERPs.

Price: From $15 a month

Who it’s best for: Editors, content strategists, SEO experts

AI tools for advertising

20. Albert.ai

Albert positions itself as your “self-learning digital marketing ally,” with features that help it process and analyze audience info and tactical data at scale.

Albert is adept at optimizing and generating budgets. But it’s also designed to help with strategy and structure, so you can get more reach for less.

Price: Contact for a customized pricing plan
Who it’s best for:
Digital marketers

21. Skai

If you’re in marketing in 2024, chances are you’re delivering to a bunch of different outlets and platforms. Skai is all about optimizing for an omnichannel strategy.

Skai is an AI-powered analytics platform

The tool uses AI-powered tech to collect and classify unstructured data points to gather insights about your unique market. Skai’s Creative Intelligence AI will even review your ad creative to offer feedback and tactics.

Price: Price on request

Who it’s best for: Omnichannel advertisers

22. Wordstream

Wordstream is another AI-based program dedicated to elevating your advertising game. It uses machine learning (ML) to optimize ad campaigns across a variety of social media networks.

Wordstream’s key features include ML-driven ad performances, cross-channel assessment of PPC ads, and comprehensive campaign analysis. It’s helpful whether you’re fine-tuning existing social media ads or crafting a new campaign from the ground up.

Price: Price on request

Who it’s best for: Small businesses, agencies

AI tools for market research

23. Brandwatch

Brandwatch is notable for its extensive reservoir of customer intelligence, specifically designed for analyzing data at scale.

Its AI capabilities generate valuable insights, statistics, and aggregated data. This streamlined approach allows users to spend less time deciphering data and more time implementing high-level takeaways.

One noteworthy feature: It can integrate with tools like ChatGPT, facilitating the production of natural language summaries for data sets.

Hootsuite users can take advantage of Hootsuite Insights powered by Brandwatch directly within the app, integrating Brandwatch’s search capabilities for a strategic advantage over competitors.

Price: Available with Hootsuite’s Enterprise accounts (request a demo now!)

Who it’s best for: Digital strategists, brand managers

24. Brand 24

Brand24’s AI social media monitoring tool allows brands to stay on top of real-time feedback, both positive and negative.

It conducts a comprehensive analysis of conversations spanning the web regarding the brand, products, and competitors so you can be as informed as humanly possible about the state of your reputation.

Brand24 is an AI marketing tool that helps with reputation management

Beyond reputation management, Brand24 helps you assess ongoing marketing campaigns and resolve emerging issues before they escalate.

Price: From $99 a month
Who it’s best for:
Brand managers, social media managers

25. Optimove

Optimove is a comprehensive customer data platform offering a unified view of customer behavior and insights.

Optimove features include campaign performance evaluation, hyper-segmentation, A/B testing, and multi-channel tracking. The tool can provide valuable insights, aiding in decisions about campaign optimization and managing customer exposure to marketing emails.

Price: Determined on the number of customers you have; get in touch for a quote

Who it’s best for: Customer relationship management professionals

Save time managing your social media presence with Hootsuite. From a single dashboard you can publish and schedule posts, find relevant conversions, engage the audience, measure results, and more. Try it free today.

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Chinese AI chatbots want to be your emotional support

This story first appeared in China Report, MIT Technology Review’s newsletter about technology developments in China. Sign up to receive it in your inbox every Tuesday.

Chinese ChatGPT-like bots are having a moment right now.

As I reported last week, Baidu became the first Chinese tech company to roll out its large language model—called Ernie Bot—to the general public, following a regulatory approval from the Chinese government. Previously, access required an application or was limited to corporate clients. You can read more about the news here.

I have to admit the Chinese public has reacted more passionately than I had expected. According to Baidu, the Ernie Bot mobile app reached 1 million users in the 19 hours following the announcement, and the model responded to more than 33.42 million user questions in 24 hours, averaging 23,000 questions per minute.

Since then, four more Chinese companies—the facial-recognition giant SenseTime and three young startups, Zhipu AI, Baichuan AI, and MiniMax—have also made their LLM chatbot products broadly available. But some more experienced players, like Alibaba and iFlytek, are still waiting for the clearance.

Like many others, I downloaded the Ernie Bot app last week to try it out. I was curious to find out how it’s different from its predecessors like ChatGPT. 

What I noticed first was that Ernie Bot does a lot more hand-holding. Unlike ChatGPT’s public app or website, which is essentially just a chat box, Baidu’s app has a lot more features that are designed to onboard and engage new users. 

Under Ernie Bot’s chat box, there’s an endless list of prompt suggestions—like “Come up with a name for a baby” and “Generating a work report.” There’s another tab called “Discovery” that displays over 190 pre-selected topics, including gamified challenges (“Convince the AI boss to raise my salary”) and customized chatting scenarios (“Compliment me”).

It seems to me that a major challenge for Chinese AI companies is that now, with government approval to open up to the public, they actually need to earn users and keep them interested. To many people, chatbots are a novelty right now. But that novelty will eventually wear off, and the apps need to make sure people have other reasons to stay.

One clever thing Baidu has done is to include a tab for user-generated content in the app. In the community forum, I can see the questions other users have asked the app, as well as the text and image responses they got. Some of them are on point and fun, while others are way off base, but I can see how this inspires users to try to input prompts themselves and work to improve the answers.

Left: a successful generation from the prompt “Pikachu wearing sunglasses and smoking cigars.” Right: the Ernie Bot failed to generate an image reflecting the literal or figurative meaning of 狗尾续貂, “To join a dog’s tail to a sable coat,” which is a Chinese idiom for a disappointing sequel to a fine work.

Another feature that caught my attention was Ernie Bot’s efforts to introduce role-playing.

One of the top categories on the “Discovery” page asks the chatbot to respond in the voice of pre-trained personas including Chinese historical figures like the ancient emperor Qin Shi Huang, living celebrities like Elon Musk, anime characters, and imaginary romantic partners. (I asked the Musk bot who it is; it answered: “I am Elon Musk, a passionate, focused, action-oriented, workaholic, dream-chaser, irritable, arrogant, harsh, stubborn, intelligent, emotionless, highly goal-oriented, highly stress-resistant, and quick-learner person.”

I have to say they do not seem to be very well trained; “Qin Shi Huang” and “Elon Musk” both broke character very quickly when I asked them to comment on serious matters like the state of AI development in China. They just gave me bland, Wikipedia-style answers.

But the most popular persona—already used by over 140,000 people, according to the app—is called “the considerate elder sister.” When I asked “her” what her persona is like, she answered that she’s gentle, mature, and good at listening to others. When I then asked who trained her persona, she responded that she was trained by “a group of professional psychology experts and artificial-intelligence developers” and “based on analysis of a large amount of language and emotional data.”

“I won’t answer a question in a robotic way like ordinary AIs, but I will give you more considerate support by genuinely caring about your life and emotional needs,” she also told me.

I’ve noticed that Chinese AI companies have a particular fondness for emotional-support AI. Xiaoice, one of the first Chinese AI assistants, made its name by allowing users to customize the perfect romantic partner. And another startup, Timedomain, left a trail of broken hearts this year when it shut down its AI boyfriend voice service. Baidu seems to be setting up Ernie Bot for the same kind of use. 

I’ll be watching this slice of the chatbot space grow with equal parts intrigue and anxiety. To me, it’s one of the most interesting possibilities for AI chatbots. But this is more challenging than writing code or answering math problems; it’s an entirely different task to ask them to provide emotional support, act like humans, and stay in character all the time. And if the companies do pull it off, there will be more risks to consider: What happens when humans actually build deep emotional connections with the AI?

Would you ever want emotional support from an AI chatbot? Tell me your thoughts at zeyi@technologyreview.com.

Catch up with China

1. The mysterious advanced chip in Huawei’s newly released smartphone has sparked many questions and much speculation about China’s progress in chip-making technology. (Washington Post $)

2. Meta took down the largest Chinese social media influence campaign to date, which included over 7,000 Facebook accounts that bashed the US and other adversaries of China. Like its predecessors, the campaign failed to attract attention. (New York Times $)

3. Lawmakers across the US are concerned about the idea of China buying American farmland for espionage, but actual land purchase data from 2022 shows that very few deals were made by Chinese entities. (NBC News)

4. A Chinese government official was sentenced to life in prison on charges of corruption, including fabricating a Bitcoin mining company’s electricity consumption data. (Cointelegraph)

5. Terry Gou, the billionaire founder of Foxconn, is running as an independent candidate in Taiwan’s 2024 presidential election. (Associated Press)

6. The average Chinese citizen’s life span is now 2.2 years longer thanks to the efforts in the past decade to clean up air pollution. (CNN)

7. Sinopec, the major Chinese oil company, predicts that gasoline demand in China will peak in 2023 because of the surging demand for electric vehicles. (Bloomberg $)

8. Chinese sextortion scammers are flooding Twitter comment sections and making the site almost unusable for Chinese speakers. (Rest of World)

Lost in translation

The favorite influencer of Chinese grandmas just got banned from social media. “Xiucai,” a 39-year-old man from Maozhou city, posted hundreds of videos on Douyin where he acts shy in China’s countryside, subtly flirts with the camera, and lip-synchs old songs. While the younger generations find these videos cringe-worthy, his look and style amassed him a large following among middle-aged and senior women. He attracted over 12 million followers in just over two years, over 70% of whom were female and nearly half older than 50. In May, a 72-year-old fan took a 1,000-mile solo train ride to Xiucai’s hometown just so she could meet him in real life.

But last week, his account was suddenly banned from Douyin, which said Xiucai had violated some platform rules. Local taxation authorities in Maozhou said he was reported for tax evasion, but the investigation hasn’t concluded yet, according to Chinese publication National Business Daily. His disappearance made more young social media users aware of his cultish popularity. As those in China’s silver generation learn to use social media and even become addicted to it, they have also become a lucrative target for content creators.

One more thing

Forget about bubble tea. The trendiest drink in China this week is a latte mixed with baijiu, the potent Chinese liquor. Named “sauce-flavored latte,” the eccentric invention is a collaboration between Luckin Coffee, China’s largest cafe chain, and Kweichow Moutai, China’s most famous liquor brand. News of its release lit up Chinese social media because it sounds like an absolute abomination, but the very absurdity of the idea makes people want to know what it actually tastes like. Dear readers in China, if you’ve tried it, can you let me know what it was like? I need to know, for research reasons.

Chinese ChatGPT alternatives just got approved for the general public

On Wednesday, Baidu, one of China’s leading artificial-intelligence companies, announced it would open up access to its ChatGPT-like large language model, Ernie Bot, to the general public.

It’s been a long time coming. Launched in mid-March, Ernie Bot was the first Chinese ChatGPT rival. Since then, many Chinese tech companies, including Alibaba and ByteDance, have followed suit and released their own models. Yet all of them forced users to sit on waitlists or go through approval systems, making the products mostly inaccessible for ordinary users—a possible result, people suspected, of limits put in place by the Chinese state.

On August 30, Baidu posted on social media that it will also release a batch of new AI applications within the Ernie Bot as the company rolls out open registration the following day. 

Quoting an anonymous source, Bloomberg reported that regulatory approval will be given to “a handful of firms including fledgling players and major technology names.” Sina News, a Chinese publication, reported that eight Chinese generative AI chatbots have been included in the first batch of services approved for public release. 

ByteDance, which released the chatbot Doubao on August 18, and the Institute of Automation at the Chinese Academy of Sciences, which released Zidong Taichu 2.0 in June, are reportedly also included in the first batch. Other models from Alibaba, iFLYTEK, JD, and 360 are not.

When Ernie Bot was released on March 16, the response was a mix of excitement and disappointment. Many people deemed its performance mediocre relative to the previously released ChatGPT. 

But most people simply weren’t able to see it for themselves. The launch event didn’t feature a live demonstration, and later, to actually try out the bot, Chinese users need to have a Baidu account and apply for a use license that could take as long as three months to come through. Because of this, some people who got access early were selling secondhand Baidu accounts on e-commerce sites, charging anywhere from a few bucks to over $100. 

More than a dozen Chinese generative AI chatbots were released after Ernie Bot. They are all pretty similar to their Western counterparts in that they are capable of conversing in text—answering questions, solving math problems (somewhat), writing programming code, and composing poems. Some of them also allow input and output in other forms, like audio, images, data visualization, or radio signals.

Like Ernie Bot, these services came with restrictions for user access, making it difficult for the general public in China to experience them. Some were allowed only for business uses.

One of the main reasons Chinese tech companies limited access to the general public was concern that the models could be used to generate politically sensitive information. While the Chinese government has shown it’s extremely capable of censoring social media content, new technologies like generative AI could push the censorship machine to unknown and unpredictable levels. Most current chatbots like those from Baidu and ByteDance have built-in moderation mechanisms that would refuse to answer sensitive questions about Taiwan or Chinese president Xi Jinping, but a general release to China’s 1.4 billion people would almost certainly allow users to find more clever ways to circumvent censors.

When China released its first regulation specifically targeting generative AI services in July, it included a line requesting that companies obtain “relevant administrative licenses,” though at the time the law didn’t specify what licenses it meant. 

As Bloomberg first reported, the approval Baidu obtained this week was issued by the Chinese Cyberspace Administration, the country’s main internet regulator, and it will allow companies to roll out their ChatGPT-style services to the whole country. But the agency has not officially announced which companies obtained the public access license or which ones have applied for it.

Even with the new access, it’s unclear how many people will use the products. The initial lack of access to Chinese chatbot alternatives decreased public interest in them. While ChatGPT has not been officially released in China, many Chinese people are able to access the OpenAI chatbot by using VPN software.

“Making Ernie Bot available to hundreds of millions of Internet users, Baidu will collect massive valuable real-world human feedback. This will not only help improve Baidu’s foundation model but also iterate Ernie Bot on a much faster pace, ultimately leading to a superior user experience,” said Robin Li, Baidu’s CEO, according to a press release from the company.

Baidu declined to give further comment. ByteDance did not immediately respond to a request for comment from MIT Technology Review.

The race to lead China’s autonomous driving market

Toward the end of a nearly 15-minute video, William Sundin, creator of the ChinaDriven channel on YouTube, gets off the highway and starts driving in the southern Chinese city of Guangzhou. Or rather, he allows himself to be driven. For while he’s still in the driver’s seat, the car is now steering, stopping, and changing speed—successfully navigating the busy city streets all by itself. 

“It’s a NOA, [Navigation on Autopilot] function but for the urban environment,” he explains to the people watching him test-drive the XPeng G6, a Chinese electric vehicle model. “Obviously this is much more difficult than simple highway NOA, with lots of different junctions and traffic lights and mopeds and pedestrians and cars chopping and cutting lanes—there’s a lot more for the system to have to deal with.”

His final assessment? The Navigation on Autopilot isn’t perfect, but it’s pretty “impressive” and a preview of more advancements to come. 

Beyond a simple product review, Sundin’s video is giving his followers a close-up view into the production race that has sped up among Chinese car companies over the past year. And whether they are electric vehicle makers or self-driving tech startups, they all seem fixated on one goal in particular: launching their own autonomous navigation services in more and more Chinese cities as quickly as possible.

In just the past six months, nearly a dozen Chinese car companies have announced ambitious plans to roll out their NOA products to multiple cities across the country. While some of the services remain inaccessible to the public now, Sundin tells MIT Technology Review “the watershed could be next year.” 

Similar to the Full Self-Driving (FSD) features that Tesla is beta testing in North America, NOA systems are an increasingly capable version of driver-assistance systems that can autonomously stop, steer, and change lanes in complicated urban traffic. This is different from fully autonomous driving, since human drivers are still required to hold the steering wheel and be ready to take over. Car companies now offer NOA as a premium software upgrade to owners willing to pay for the experience, and who can afford the premium models that have the necessary sensors.

A year ago, the NOA systems in China were still limited to highways and couldn’t function in urban settings, even though most Chinese people live in densely populated urban areas. As Sundin notes, it’s incredibly challenging for NOA systems to work well in such environments, given the lack of separation between foot traffic and vehicles, as well as each city’s distinctive layout. A system that has learned the tricks of driving in Beijing, for instance, may not perform well in Shanghai. 

As a result, Chinese companies are racing to produce more and more city-unique navigation systems before gradually expanding into the rest of the country. Leading companies including XPeng, Li Auto, and Huawei have announced aggressive plans to roll out these NOA services to dozens or even hundreds more cities in the near future—in turn pushing one another to move faster and faster. Some have even decided to release NOA without extra costs for the owner.

“They are launching it quickly in order to create awareness, to try to build credibility and trust among the Chinese consumers, but also, it’s FOMO [fear of missing out],” says Tu Le, managing director of Sino Auto Insights, a business consulting firm that specializes in transportation. Once a few companies have announced their city navigation features, Tu adds, “everyone else needs to follow suit, or their products are at a disadvantage in the Chinese market.”

At the same time, this fierce competition is also having unintended side effects—confusing some customers and arguably putting other drivers at risk. And underneath the automakers’ ubiquitous marketing campaigns, many of these features simply remain hard to access for those who don’t live in the pilot cities or own the high-end models.  

Don’t think of it as full self-driving—at least not yet 

The autonomous driving industry divides its technological advancements into six levels: from Level 0, where humans control the entire driving process, to Level 5, where no human intervention is needed at all. 

There are really only two levels in use today. One is the tech in robotaxis, led by companies like Cruise, Waymo, and the Chinese giant Baidu, which offer Level 4 technology to passengers but are often limited in certain geographical boundaries. 

The other level is the NOA system, exemplified by Tesla’s FSD or XPeng’s XNGP. They are only Level 2, meaning human drivers still need to monitor most tasks, but the technology is much more accessible and is now available in auto vehicles sold around the world.

It’s easy to believe that commercially available vehicles are closer to fully autonomous than they actually are, because Chinese car companies have given their NOA products all kinds of misleading or meaningless names:

  • Li Auto follows Tesla’s tradition and calls it NOA
  • NIO calls it NOP (Navigate on Pilot) and NAD (NIO Assisted and Intelligent Driving)
  • XPeng calls it NGP (Navigation Guided Pilot) and more recently XNGP (the “last step before full autonomous driving is realized,” the company says)
  • Huawei calls it NCA (Navigation Cruise Assist)
  • Haomo.AI, an AI startup, calls it NOH (Navigation on HPilot)
  • Baidu calls it Apollo City Driving Max

Confused yet? 

Apart from just being hard to remember, the different names also mean a lack of consistent standards. There’s no guarantee that these companies are promising the same things with their similar-sounding products. Some might only cover the major beltways in a city, while others go into smaller streets; some use LiDAR (a laser-based sensor) to help improve accuracy, while others only use cameras. And there’s no standard on how safe the tech needs to be before it is sold to consumers.

“Many such concepts are invented by Chinese companies themselves with no reference or background,” says Zhang Xiang, an auto industry analyst and visiting professor at Huanghe Science and Technology College. “What are the standards for achieving NOA? How many qualifications are there? No one can explain.” 

More cities! 

Last September, two Chinese companies were racing to be the first to launch a city NOA system in China: On September 17, XPeng, the EV company that has long centered its brand image around the use of AI, managed to win the race by making its product available in Guangzhou. A week later, Huawei—a tech giant that has made smart driving a focus in recent years—launched it in Shenzhen.

But the progress really hit the accelerator in 2023. In January, Haomo.AI, a four-year-old Chinese autonomous driving startup, announced that it would make its city NOA service available in 100 Chinese cities by the end of 2024. Then on April 15, Huawei raised its goal to 45 cities by the end of 2023; three days after that, Li Auto, another Chinese EV company, pushed it further to 100 cities by the end of 2023. XPeng, NIO, and more companies followed soon after with similar announcements ranging in plans to expand to up to 200 cities.

For homegrown EV companies to remain competitive in the market, they are developing Level 2 navigation technology in-house and selling city NOA services as an upgrade to their vehicles; like other advanced features, they often require additional payments every month or year. 

At the same time, AI companies are also competing against more conventional automakers, and as they work toward Level 4 or 5 self-driving technology, they still need interim revenue. NOA services can mean quick cash, easy sales, and, crucially, access to more data to train AI models.  

“If you are just an autonomous vehicle company, significant revenue is 10 years out,” says Tu. “If you are under pressure from investors to generate revenues today, what do you do? You create incremental revenue through selling your hardware and software stack, or licensing it.” 

Tu’s analysis is in line with what Cai Na, Haomo.AI’s vice president, told MIT Technology Review: “We think going the [Level 2] route is more realistic. The L2 technology has already made the breakthrough from being a technology to being a product, and many companies have turned it from just a product to a commercially viable product.” 

The complexity on the ground

Behind all the big promises is the reality that today, these urban navigation services are not available to much of the public. 

In 2023, about 360,000 cars produced in China will be equipped with city NOA capabilities, according to market research by Western Securities, a Chinese brokerage company. These models are usually more expensive than normal cars because they need hardware upgrades, like LiDAR or other sensors. Some companies are charging users extra for accessing the software functions, similar to what Tesla does.

But to have a car merely capable of providing city NOA is not enough. You also need to actually live in one of the few first-tier cities where the function has been made available, like Beijing, Shanghai, Shenzhen, or Guangzhou. Because of that, city NOA remains a niche technology in China right now (though few companies have shared data on their tech’s adoption).

For example, in addition to the XPeng test drive in Guangzhou, ChinaDriven’s Sundin has also test-driven a Li Auto vehicle with similar features in Beijing. He can’t use it in his daily commute, however, because he lives in Changsha, a second-tier city where no car company has enabled city NOA functions yet.

He notes how even in cities where it’s offered, navigation is often obstructed by poor road markings, new construction, pedestrians, or two-wheeled vehicles. “There’s a lot going on in China. The city is being turned over year on year; roads are being repainted,” he says. “And do mopeds drive on the road? Do they drive on the pavements?” 

Haomo’s Cai echoes this: “[T]he real urban environment is far more complicated than what is imagined. The planning, policies, driving styles are different in each city,” she said. “For example, the traffic lights we usually see have three signs—red, yellow, and green. But some cities have five-sign lights, Chinese characters as signs, or triangle-shaped lights.”

But even within these pilot places, city NOA products still only offer limited functionalities.

Lei Xing, the former chief editor at China Auto Review, drove a recent XPeng model for a week in Beijing to test its autopilot features. XPeng was the first Chinese company to bring urban autonomous navigation to China’s capital city. So far, its autonomous features are limited to Beijing’s major ring roads and expressways. 

One night when the traffic was light, he drove from a train station on the outskirts of the city all the way to Beijing’s innermost ring road highway, and XPeng’s tech did the driving for the whole process. Xing was impressed enough, but it still didn’t fully meet his expectations, particularly when traffic picked up.

He believes the automakers oversell their NOA’s capabilities: “I think the reality is much more difficult. These goals are quite aggressive, and I’m doubtful [that they will become true].”

XPeng, Li Auto, and Baidu didn’t respond to questions sent by MIT Technology Review. A Huawei spokesperson responded in an email that Huawei’s Advanced Driving System “has reached the start of production (SOP)” and focuses on three major scenarios: “highway driving, urban driving, and parking.”

Accidents waiting to happen

Even those who have been impressed by the urban NOA systems say it’s still a stressful experience. “When the traffic is busy, it will occasionally attempt to change lanes and cut someone off…sometimes it was too aggressive and it felt like I could bump into the car behind me,” Xing says. 

Sundin also felt stressed when he tested XPeng’s features in Guangzhou. “To be honest, if you are a responsible driver and you are working with these systems, you are under a lot more pressure,” he says, mainly because he couldn’t predict how the car was going to react to traffic situations. “It can make you tired if you are properly monitoring what the system is doing,” he says.

Some of the cars offer checks on drivers to make sure they are paying attention. Xing says XPeng’s system would sometimes ask him to steer the wheel a little just to prove his hands were still holding the wheel. If the driver fails to do so, the car will warn the driver every few seconds. He says he also needed to complete a driver education procedure in which he was repeatedly reminded that the driver needs to stay focused and ready to take over the wheel. Sundin, however, found the same education mechanism lacking. The driver is asked to complete several multiple-choice questions, but he warns that it’s hardly an obstacle if you just click through all the answers to finish it quickly. 

The fact that not every driver could be using the technology responsibly also means others on the road are more at risk. Unlike robotaxis, which are usually clearly labeled as such on the exterior or have noticeable sensors and cameras, a car with experimental NOA systems looks the same as any other car on the road.

“I don’t want to be part of someone else’s pilot if I’m driving a vehicle on the road,” says Tu, who has mixed feelings about how the products are currently being used. He thinks the industry is only one or two severe accidents away from the public and regulators turning against it.

“[How can you] strike that balance between being realistic and safe with your system but also using it as a selling point for your cars?” asks Sundin. “It’s a difficult situation, and I don’t know what the solution is. But definitely, if you are rolling it out, the education around these systems needs to speed up fast.”

Correction: We updated the name of William Sundin’s YouTube channel. It should be ChinaDriven, not ChinaDrive.

Six ways that AI could change politics

ChatGPT was released just nine months ago, and we are still learning how it will affect our daily lives, our careers, and even our systems of self-governance. 

But when it comes to how AI may threaten our democracy, much of the public conversation lacks imagination. People talk about the danger of campaigns that attack opponents with fake images (or fake audio or video) because we already have decades of experience dealing with doctored images. We’re on the lookout for foreign governments that spread misinformation because we were traumatized by the 2016 US presidential election. And we worry that AI-generated opinions will swamp the political preferences of real people because we’ve seen political “astroturfing”—the use of fake online accounts to give the illusion of support for a policy— grow for decades.

Threats of this sort seem urgent and disturbing because they’re salient. We know what to look for, and we can easily imagine their effects.

The truth is, the future will be much more interesting. And even some of the most stupendous potential impacts of AI on politics won’t be all bad. We can draw some fairly straight lines between the current capabilities of AI tools and real-world outcomes that, by the standards of current public understanding, seem truly startling.

With this in mind, we propose six milestones that will herald a new era of democratic politics driven by AI. All feel achievable—perhaps not with today’s technology and levels of AI adoption, but very possibly in the near future.

What makes for a political AI milestone?

Good benchmarks should be meaningful, representing significant outcomes that come with real-world consequences. They should be plausible; they must be realistically achievable in the foreseeable future. And they should be observable—we should be able to recognize when they’ve been achieved.

Worries about AI swaying an election will very likely fail the observability test. While the risks of election manipulation through the robotic promotion of a candidate’s or party’s interests is a legitimate threat, elections are massively complex. Just as the debate continues to rage over why and how Donald Trump won the presidency in 2016, we’re unlikely to be able to attribute a surprising electoral outcome to any particular AI intervention.

Thinking further into the future: Could an AI candidate ever be elected to office? In the world of speculative fiction, from The Twilight Zone to Black Mirror, there is growing interest in the possibility of an AI or technologically assisted, otherwise-not-traditionally-eligible candidate winning an election. In an era where deepfaked videos can misrepresent the views and actions of human candidates and human politicians can choose to be represented by AI avatars or even robots, it is certainly possible for an AI candidate to mimic the media presence of a politician. Virtual politicians have received votes in national elections, for example in Russia in 2017. But this doesn’t pass the plausibility test. The voting public and legal establishment are likely to accept more and more automation and assistance supported by AI, but the age of non-human elected officials is far off.

The next political milestones for AI

Let’s start with some milestones that are already on the cusp of reality. These are achievements that seem well within the technical scope of existing AI technologies and for which the groundwork has already been laid.

Milestone #1: The acceptance by a legislature or agency of a testimony or comment generated by, and submitted under the name of, an AI.

Arguably, we’ve already seen legislation drafted by AI, albeit under the direction of human users and introduced by human legislators. After some early examples of bills written by AIs were introduced in Massachusetts and the US House of Representatives, many major legislative bodies have had their “first bill written by AI,” “used ChatGPT to generate committee remarks,” or “first floor speech written by AI” events.

Many of these bills and speeches are more stunt than serious, and they have received more criticism than consideration. They are short, have trivial levels of policy substance, or were heavily edited or guided by human legislators (through highly specific prompts to large language model–based AI tools like ChatGPT).

The interesting milestone along these lines will be the acceptance of testimony on legislation, or a comment submitted to an agency, drafted entirely by AI. To be sure, a large fraction of all writing going forward will be assisted by—and will truly benefit from—AI assistive technologies. So to avoid making this milestone trivial, we have to add the second clause: “submitted under the name of the AI.”

What would make this benchmark significant is the submission under the AI’s own name; that is, the acceptance by a governing body of the AI as proffering a legitimate perspective in public debate. Regardless of the public fervor over AI, this one won’t take long. The New York Times has published a letter under the name of ChatGPT (responding to an opinion piece we wrote), and legislators are already turning to AI to write high-profile opening remarks at committee hearings.

Milestone #2: The adoption of the first novel legislative amendment to a bill written by AI.

Moving beyond testimony, there is an immediate pathway for AI-generated policies to become law: microlegislation. This involves making tweaks to existing laws or bills that are tuned to serve some particular interest. It is a natural starting point for AI because it’s tightly scoped, involving small changes guided by a clear directive associated with a well-defined purpose.

By design, microlegislation is often implemented surreptitiously. It may even be filed anonymously within a deluge of other amendments to obscure its intended beneficiary. For that reason, microlegislation can often be bad for society, and it is ripe for exploitation by generative AI that would otherwise be subject to heavy scrutiny from a polity on guard for risks posed by AI.

Milestone #3: AI-generated political messaging outscores campaign consultant recommendations in poll testing.

Some of the most important near-term implications of AI for politics will happen largely behind closed doors. Like everyone else, political campaigners and pollsters will turn to AI to help with their jobs. We’re already seeing campaigners turn to AI-generated images to manufacture social content and pollsters simulate results using AI-generated respondents.

The next step in this evolution is political messaging developed by AI. A mainstay of the campaigner’s toolbox today is the message testing survey, where a few alternate formulations of a position are written down and tested with audiences to see which will generate more attention and a more positive response. Just as an experienced political pollster can anticipate effective messaging strategies pretty well based on observations from past campaigns and their impression of the state of the public debate, so can an AI trained on reams of public discourse, campaign rhetoric, and political reporting.

More futuristic achievements of AI as democratic actors

With these near-term milestones firmly in sight, let’s look further to some truly revolutionary possibilities. While these concepts may have seemed absurd just a year ago, they are increasingly conceivable with either current or near-future technologies.

Milestone #4: AI creates a political party with its own platform, attracting human candidates who win elections.

While an AI is unlikely to be allowed to run for and hold office, it is plausible that one may be able to found a political party. An AI could generate a political platform calculated to attract the interest of some cross-section of the public and, acting independently or through a human intermediary (hired help, like a political consultant or legal firm), could register formally as a political party. It could collect signatures to win a place on ballots and attract human candidates to run for office under its banner.

A big step in this direction has already been taken, via the campaign of the Danish Synthetic Party in 2022. An artist collective in Denmark created an AI chatbot to interact with human members of its community on Discord, exploring political ideology in conversation with them and on the basis of an analysis of historical party platforms in the country. All this happened with earlier generations of general purpose AI, not current systems like ChatGPT. However, the party failed to receive enough signatures to earn a spot on the ballot, and therefore did not win parliamentary representation.

Future AI-led efforts may succeed. One could imagine a generative AI with skills at the level of or beyond today’s leading technologies could formulate a set of policy positions targeted to build support among people of a specific demographic, or even an effective consensus platform capable of attracting broad-based support. Particularly in a European-style multiparty system, we can imagine a new party with a strong news hook—an AI at its core—winning attention and votes.

Milestone #5: AI autonomously generates profit and makes political campaign contributions.

Let’s turn next to the essential capability of modern politics: fundraising. “An entity capable of directing contributions to a campaign fund” might be a realpolitik definition of a political actor, and AI is potentially capable of this.

Like a human, an AI could conceivably generate contributions to a political campaign in a variety of ways. It could take a seed investment from a human controlling the AI and invest it to yield a return. It could start a business that generates revenue. There is growing interest and experimentation in auto-hustling: AI agents that set about autonomously growing businesses or otherwise generating profit. While ChatGPT-generated businesses may not yet have taken the world by storm, this possibility is in the same spirit as the algorithmic agents powering modern high-speed trading and so-called autonomous finance capabilities that are already helping to automate business and financial decisions.

Or, like most political entrepreneurs, AI could generate political messaging to convince humans to spend their own money on a defined campaign or cause. The AI would likely need to have some humans in the loop, and register its activities to the government (in the US context, as officers of a 501(c)(4) or political action committee).

Milestone #6: AI achieves a coordinated policy outcome across multiple jurisdictions.

Lastly, we come to the most meaningful of impacts: achieving outcomes in public policy. Even if AI cannot—now or in the future—be said to have its own desires or preferences, it could be programmed by humans to have a goal, such as lowering taxes or relieving a market regulation.

An AI has many of the same tools humans use to achieve these ends. It may advocate, formulating messaging and promoting ideas through digital channels like social media posts and videos. It may lobby, directing ideas and influence to key policymakers, even writing legislation. It may spend; see milestone #5.

The “multiple jurisdictions” piece is key to this milestone. A single law passed may be reasonably attributed to myriad factors: a charismatic champion, a political movement, a change in circumstances. The influence of any one actor, such as an AI, will be more demonstrable if it is successful simultaneously in many different places. And the digital scalability of AI gives it a special advantage in achieving these kinds of coordinated outcomes.

Will we know when the future is here?

The greatest challenge to most of these milestones is their observability: will we know it when we see it? The first campaign consultant whose ideas lose out to an AI may not be eager to report that fact. Neither will the campaign. Regarding fundraising, it’s hard enough for us to track down the human actors who are responsible for the “dark money” contributions controlling much of modern political finance; will we know if a future dominant force in fundraising for political action committees is an AI?

We’re likely to observe some of these milestones indirectly. At some point, perhaps politicians’ dollars will start migrating en masse to AI-based campaign consultancies and, eventually, we may realize that political movements sweeping across states or countries have been AI-assisted.

While the progression of technology is often unsettling, we need not fear these milestones. A new political platform that wins public support is itself a neutral proposition; it may lead to good or bad policy outcomes. Likewise, a successful policy program may or may not be beneficial to one group of constituents or another.

We think the six milestones outlined here are among the most viable and meaningful upcoming interactions between AI and democracy, but they are hardly the only scenarios to consider. The point is that our AI-driven political future will involve far more than deepfaked campaign ads and manufactured letter-writing campaigns. We should all be thinking more creatively about what comes next and be vigilant in steering our politics toward the best possible ends, no matter their means.

A human-centric approach to adopting AI

From traditional manufacturing companies using AI in robots to build smart factories to tech startups developing automated customer service and chatbots, AI is becoming pervasive across industries.

“AI is no longer just in assistant mode, but is now playing autonomous roles in robotics, driving, knowledge generation, simulating our hands, feet, and brains,” says Lan Guan, global lead for data and AI at Accenture.

This episode is part of our “Building the future” podcast series. It’s a multi-episode series focusing on how organizations, researchers, and innovators are meeting our evolving global challenges. We understand the importance of inclusive conversations and have chosen to highlight the work of women on the cutting edge of technological innovation, and business excellence.

Researchers are similarly unlocking the value of AI through machine learning and robots that are developed to augment rather than replace human capabilities across manufacturing, health care, and space exploration. The robots of the past were kept in cages on factory floors and in labs, but this new era of AI-enabled robotics allows humans to work interdependently with robots to boost productivity, increase quality of work, and enable greater flexibility, says Julie Shah, professor in the department of aeronautics at MIT. Shah is also the co-lead of the Work of the Future Initiative at MIT.

“Sometimes it can feel as though the emergence of these technologies is just going to sort of steamroll and work and jobs are going to change in some predetermined way because the technology now exists,” says Shah. “But we know from the research that the data doesn’t bear that out actually.”

Although there are longstanding concerns about AI taking jobs and vastly changing workforces across the globe, Guan and Shah paint a picture of a future where AI empowers and supports human innovation. Taking a human-centered approach enables human invention and ingenuity to be augmented by AI and AI-enabled technologies. A critical question Shah asks throughout her research is: “How do we develop these technologies such that we’re maximally leveraging our human capability to innovate and improve how we do our work?”

With more and better collected data, researchers and organizations alike have the opportunity to learn from the future when deploying AI and robotics. From ethics to varied use cases, the AI landscape is constantly shifting and decisions that academics and enterprises make now can have long term ramifications. A strategic practice of foresight offers a solution of envisioning multiple futures and forming strategies in the present.

“I’m very optimistic about all these amazing aspects of flexibility, resilience, specialization, and also generating more economic profit, economic growth for the society aspect of AI,” says Guan. “As long as we walk into this with eyes wide open so that we understand some of the existing limitations, I’m sure we can do both of them.”

This episode of Business Lab is sponsored.

Related reading

A new era of generative AI for everyone, Accenture

Full transcript

Laurel Ruma: From MIT Technology Review, I’m Laurel Ruma, and this is Business Lab, the show that helps business leaders make sense of new technologies coming out of the lab and into the marketplace. This episode is part of our “Building the future” series. We’re focusing on how organizations, researchers, and innovators are meeting our evolving global challenges. We understand the importance of inclusive conversations and have chosen to highlight the work of women on the cutting edge of technological innovation and business excellence.

Our topic today is artificial intelligence. Advances in AI and robotics help not just explore the unknown but surface new possibilities and innovations. And with more and better data, AI, and robotics, researchers and organizations have an opportunity to learn from the future. But for the near term, enterprises are taking advantage of current capabilities and technologies to be smarter from manufacturing to beyond.

Two words for you: smart robots.

My guests are Lan Guan, who is the global lead for data and AI at Accenture. Julie Shah is a professor in the Department of Aeronautics and Astronautics at the Massachusetts Institute of Technology. She also co-leads the Work of the Future Initiative at MIT.

This episode of Business Lab is sponsored.

Welcome Lan and Julie.

Julie Shah: Thank you so much.

Lan Guan: Thank you for having us.

Laurel: Lan, let’s start off with you. How would you describe the current state of AI? How are Accenture’s customers using it?

Lan: Sure. Let me start by giving you lay of the land of what’s happening in artificial intelligence the more in the enterprise and industry kind of context. I think from my perspective, AI has been making significant headlines within the last two, three years, right? And the recent advances in machine learning and deep learning have made it possible to build models, I mean gigantic models, that are capable of automating a variety of human tasks including what we call using AI for perceptual data, right? Perceptual data meaning speech and vision recognition, natural language processing, or even doing reasoning. So, it’s just incredible to see some of these models perform at levels higher than what humans are capable of. So, I think that’s pretty amazing.

Also, another thing that I’m seeing: AI is no longer just in assistant mode, but is now playing autonomous roles in robotics, driving, knowledge generation, simulating our hands, feet, and brains. I think that AI has become very pervasive. And then playing these autonomous roles, this is something that I’ve seen across different industries. But we also recognize AI is still young and data hungry. There’s still so much more to be done to make it more robust, explainable and fair, responsible in many, many different ways. Additionally, there’s still so many challenges, right? Limitations for business leaders to overcome before we can achieve true artificially generated intelligence where a machine can actually perform any intellectual task that a human can.

So, I’ve seen many clients from basically all industries with different maturities approach us to implement or advance their AI journey, some in experimentation and others who are actually already high achievers in AI. Let me give you one example. In traditional industries like manufacturing, companies are adopting AI in robots to build smart factories. One digital native client in e-commerce has asked us to help them provide ultra-personalized experiences to meet growing customer taste and demands. We have even delved into animal precision health with the client where we created models to monitor cows’ lactation cycles, predict their milk production based on their genetics, and even project how fast they can reproduce through natural and artificial insemination.

So very quickly, I gave you examples of how AI has become pervasive and very autonomous across multiple industries. This is a kind of trend that I am super excited about because I believe this brings enormous opportunities for us to help businesses across different industries to get more value out of this amazing technology.

Laurel: Julie, your research focuses on that robotic side of AI, specifically building robots that work alongside humans in various fields like manufacturing, healthcare, and space exploration. How do you see robots helping with those dangerous and dirty jobs?

Julie: Yeah, that’s right. So, I’m an AI researcher at MIT in the Computer Science & Artificial Intelligence Laboratory (CSAIL), and I run a robotics lab. The vision for my lab’s work is to make machines, these include robots. So computers become smarter, more capable of collaborating with people where the intention is to be able to augment rather than replace human capability. And so we focus on developing and deploying AI-enabled robots that are capable of collaborating with people in physical environments, working alongside people in factories to help build planes and build cars. We also work in intelligent decision support to support expert decision makers doing very, very challenging tasks, tasks that many of us would never be good at no matter how long we spent trying to train up in the role. So, for example, supporting nurses and doctors and running hospital units, supporting fighter pilots to do mission planning.

The vision here is to be able to move out of this sort of prior paradigm. In robotics, you could think of it as… I think of it as sort of “era one” of robotics where we deployed robots, say in factories, but they were largely behind cages and we had to very precisely structure the work for the robot. Then we’ve been able to move into this next era where we can remove the cages around these robots and they can maneuver in the same environment more safely, do work in the same environment outside of the cages in proximity to people. But ultimately, these systems are essentially staying out of the way of people and are thus limited in the value that they can provide.

You see similar trends with AI, so with machine learning in particular. The ways that you structure the environment for the machine are not necessarily physical ways the way you would with a cage or with setting up fixtures for a robot. But the process of collecting large amounts of data on a task or a process and developing, say a predictor from that or a decision-making system from that, really does require that when you deploy that system, the environments you’re deploying it in look substantially similar, but are not out of distribution from the data that you’ve collected. And by and large, machine learning and AI has previously been developed to solve very specific tasks, not to do sort of the whole jobs of people, and to do those tasks in ways that make it very difficult for these systems to work interdependently with people.

So the technologies my lab develops both on the robot side and on the AI side are aimed at enabling high performance and tasks with robotics and AI, say increasing productivity, increasing quality of work, while also enabling greater flexibility and greater engagement from human experts and human decision makers. That requires rethinking about how we draw inputs and leverage, how people structure the world for machines from these sort of prior paradigms involving collecting large amounts of data, involving fixturing and structuring the environment to really developing systems that are much more interactive and collaborative, enable people with domain expertise to be able to communicate and translate their knowledge and information more directly to and from machines. And that is a very exciting direction.

It’s different than developing AI robotics to replace work that’s being done by people. It’s really thinking about the redesign of that work. This is something my colleague and collaborator at MIT, Ben Armstrong and I, we call positive-sum automation. So how you shape technologies to be able to achieve high productivity, quality, other traditional metrics while also realizing high flexibility and centering the human’s role as a part of that work process.

Laurel: Yeah, Lan, that’s really specific and also interesting and plays on what you were just talking about earlier, which is how clients are thinking about manufacturing and AI with a great example about factories and also this idea that perhaps robots aren’t here for just one purpose. They can be multi-functional, but at the same time they can’t do a human’s job. So how do you look at manufacturing and AI as these possibilities come toward us?

Lan: Sure, sure. I love what Julie was describing as a positive sum gain of this is exactly how we view the holistic impact of AI, robotics type of technology in asset-heavy industries like manufacturing. So, although I’m not a deep robotic specialist like Julie, but I’ve been delving into this area more from an industry applications perspective because I personally was intrigued by the amount of data that is sitting around in what I call asset-heavy industries, the amount of data in IoT devices, right? Sensors, machines, and also think about all kinds of data. Obviously, they are not the typical kinds of IT data. Here we’re talking about an amazing amount of operational technology, OT data, or in some cases also engineering technology, ET data, things like diagrams, piping diagrams and things like that. So first of all, I think from a data standpoint, I think there’s just an enormous amount of value in these traditional industries, which is, I believe, truly underutilized.

And I think on the robotics and AI front, I definitely see the similar patterns that Julie was describing. I think using robots in multiple different ways on the factory shop floor, I think this is how the different industries are leveraging technology in this kind of underutilized space. For example, using robots in dangerous settings to help humans do these kinds of jobs more effectively. I always talk about one of the clients that we work with in Asia, they’re actually in the business of manufacturing sanitary water. So in that case, glazing is actually the process of applying a glazed slurry on the surface of shaped ceramics. It’s a century-old kind of thing, a technical thing that humans have been doing. But since ancient times, a brush was used and hazardous glazing processes can cause disease in workers.

Now, glazing application robots have taken over. These robots can spray the glaze with three times the efficiency of humans with 100% uniformity rate. It’s just one of the many, many examples on the shop floor in heavy manufacturing. Now robots are taking over what humans used to do. And robots and humans work together to make this safer for humans and at the same time produce better products for consumers. So, this is the kind of exciting thing that I’m seeing how AI brings benefits, tangible benefits to the society, to human beings.

Laurel: That’s a really interesting kind of shift into this next topic, which is how do we then talk about, as you mentioned, being responsible and having ethical AI, especially when we’re discussing making people’s jobs better, safer, more consistent? And then how does this also play into responsible technology in general and how we’re looking at the entire field?

Lan: Yeah, that’s a super hot topic. Okay, I would say as an AI practitioner, responsible AI has always been at the top of the mind for us. But think about the recent advancement in generative AI. I think this topic is becoming even more urgent. So, while technical advancements in AI are very impressive like many examples I’ve been talking about, I think responsible AI is not purely a technical pursuit. It’s also about how we use it, how each of us uses it as a consumer, as a business leader.

So at Accenture, our teams strive to design, build, and deploy AI in a manner that empowers employees and business and fairly impacts customers and society. I think that responsible AI not only applies to us but is also at the core of how we help clients innovate. As they look to scale their use of AI, they want to be confident that their systems are going to perform reliably and as expected. Part of building that confidence, I believe, is ensuring they have taken steps to avoid unintended consequences. That means making sure that there’s no bias in their data and models and that the data science team has the right skills and processes in place to produce more responsible outputs. Plus, we also make sure that there are governance structures for where and how AI is applied, especially when AI systems are using decision-making that affects people’s life. So, there are many, many examples of that.

And I think given the recent excitement around generative AI, this topic becomes even more important, right? What we are seeing in the industry is this is becoming one of the first questions that our clients ask us to help them get generative AI ready. And simply because there are newer risks, newer limitations being introduced because of the generative AI in addition to some of the known or existing limitations in the past when we talk about predictive or prescriptive AI. For example, misinformation. Your AI could, in this case, be producing very accurate results, but if the information generated or content generated by AI is not aligned to human values, is not aligned to your company core values, then I don’t think it’s working, right? It could be a very accurate model, but we also need to pay attention to potential misinformation, misalignment. That’s one example.

Second example is language toxicity. Again, in the traditional or existing AI’s case, when AI is not producing content, language of toxicity is less of an issue. But now this is becoming something that is top of mind for many business leaders, which means responsible AI also needs to cover this new set of a risk, potential limitations to address language toxicity. So those are the couple thoughts I have on the responsible AI.

Laurel: And Julie, you discussed how robots and humans can work together. So how do you think about changing the perception of the fields? How can ethical AI and even governance help researchers and not hinder them with all this great new technology?

Julie: Yeah. I fully agree with Lan’s comments here and have spent quite a fair amount of effort over the past few years on this topic. I recently spent three years as an associate dean at MIT, building out our new cross-disciplinary program and social and ethical responsibilities of computing. This is a program that has involved very deeply, nearly 10% of the faculty researchers at MIT, not just technologists, but social scientists, humanists, those from the business school. And what I’ve taken away is, first of all, there’s no codified process or rule book or design guidance on how to anticipate all of the currently unknown unknowns. There’s no world in which a technologist or an engineer sits on their own or discusses or aims to envision possible futures with those within the same disciplinary background or other sort of homogeneity in background and is able to foresee the implications for other groups and the broader implications of these technologies.

The first question is, what are the right questions to ask? And then the second question is, who has methods and insights to be able to bring to bear on this across disciplines? And that’s what we’ve aimed to pioneer at MIT, is to really bring this sort of embedded approach to drawing in the scholarship and insight from those in other fields in academia and those from outside of academia and bring that into our practice in engineering new technologies.

And just to give you a concrete example of how hard it is to even just determine whether you’re asking the right question, for the technologies that we develop in my lab, we believed for many years that the right question was, how do we develop and shape technologies so that it augments rather than replaces? And that’s been the public discourse about robots and AI taking people’s jobs. “What’s going to happen 10 years from now? What’s happening today?” with well-respected studies put out a few years ago that for every one robot you introduced into a community, that community loses up to six jobs.

So, what I learned through deep engagement with scholars from other disciplines here at MIT as a part of the Work of the Future task force is that that’s actually not the right question. So as it turns out, you just take manufacturing as an example because there’s very good data there. In manufacturing broadly, only one in 10 firms have a single robot, and that’s including the very large firms that make high use of robots like automotive and other fields. And then when you look at small and medium firms, those are 500 or fewer employees, there’s essentially no robots anywhere. And there’s significant challenges in upgrading technology, bringing the latest technologies into these firms. These firms represent 98% of all manufacturers in the US and are coming up on 40% to 50% of the manufacturing workforce in the U.S. There’s good data that the lagging, technological upgrading of these firms is a very serious competitiveness issue for these firms.

And so what I learned through this deep collaboration with colleagues from other disciplines at MIT and elsewhere is that the question isn’t “How do we address the problem we’re creating about robots or AI taking people’s jobs?” but “Are robots and the technologies we’re developing actually doing the job that we need them to do and why are they actually not useful in these settings?”. And you have these really exciting case stories of the few cases where these firms are able to bring in, implement and scale these technologies. They see a whole host of benefits. They don’t lose jobs, they are able to take on more work, they’re able to bring on more workers, those workers have higher wages, the firm is more productive. So how do you realize this sort of win-win-win situation and why is it that so few firms are able to achieve that win-win-win situation?

There’s many different factors. There’s organizational and policy factors, but there are actually technological factors as well that we now are really laser focused on in the lab in aiming to address how you enable those with the domain expertise, but not necessarily engineering or robotics or programming expertise to be able to program the system, program the task rather than program the robot. It’s a humbling experience for me to believe I was asking the right questions and engaging in this research and really understand that the world is a much more nuanced and complex place and we’re able to understand that much better through these collaborations across disciplines. And that comes back to directly shape the work we do and the impact we have on society.

And so we have a really exciting program at MIT training the next generation of engineers to be able to communicate across disciplines in this way and the future generations will be much better off for it than the training those of us engineers have received in the past.

Lan: Yeah, I think Julie you brought such a great point, right? I think it resonated so well with me. I don’t think this is something that you only see in academia’s kind of setting, right? I think this is exactly the kind of change I’m seeing in industry too. I think how the different roles within the artificial intelligence space come together and then work in a highly collaborative kind of way around this kind of amazing technology, this is something that I’ll admit I’d never seen before. I think in the past, AI seemed to be perceived as something that only a small group of deep researchers or deep scientists would be able to do, almost like, “Oh, that’s something that they do in the lab.” I think that’s kind of a lot of the perception from my clients. That’s why in order to scale AI in enterprise settings has been a huge challenge.

I think with the recent advancement in foundational models, large language models, all these pre-trained models that large tech companies have been building, and obviously academic institutions are a huge part of this, I’m seeing more open innovation, a more open collaborative kind of way of working in the enterprise setting too. I love what you described earlier. It’s a multi-disciplinary kind of thing, right? It’s not like AI, you go to computer science, you get an advanced degree, then that’s the only path to do AI. What we are seeing also in business setting is people, leaders with multiple backgrounds, multiple disciplines within the organization come together is computer scientists, is AI engineers, is social scientists or even behavioral scientists who are really, really good at defining different kinds of experimentation to play with this kind of AI in early-stage statisticians. Because at the end of the day, it’s about probability theory, economists, and of course also engineers.

So even within a company setting in the industries, we are seeing a more open kind of attitude for everyone to come together to be around this kind of amazing technology to all contribute. We always talk about a hub and spoke model. I actually think that this is happening, and everybody is getting excited about technology, rolling up their sleeves and bringing their different backgrounds and skill sets to all contribute to this. And I think this is a critical change, a culture shift that we have seen in the business setting. That’s why I am so optimistic about this positive sum game that we talked about earlier, which is the ultimate impact of the technology.

Laurel: That’s a really great point. Julie, Lan mentioned it earlier, but also this access for everyone to some of these technologies like generative AI and AI chatbots can help everyone build new ideas and explore and experiment. But how does it really help researchers build and adopt those kinds of emerging AI technologies that everyone’s keeping a close eye on the horizon?

Julie: Yeah. Yeah. So, talking about generative AI, for the past 10 or 15 years, every single year I thought I was working in the most exciting time possible in this field. And then it just happens again. For me the really interesting aspect, or one of the really interesting aspects, of generative AI and GPT and ChatGPT is, one, as you mentioned, it’s really in the hands of the public to be able to interact with it and envision multitude of ways it could potentially be useful. But from the work we’ve been doing in what we call positive-sum automation, that’s around these sectors where performance matters a lot, reliability matters a lot. You think about manufacturing, you think about aerospace, you think about healthcare. The introduction of automation, AI, robotics has indexed on that and at the cost of flexibility. And so a part of our research agenda is aiming to achieve the best of both those worlds.

The generative capability is very interesting to me because it’s another point in this space of high performance versus flexibility. This is a capability that is very, very flexible. That’s the idea of training these foundation models and everybody can get a direct sense of that from interacting with it and playing with it. This is not a scenario anymore where we’re very carefully crafting the system to perform at very high capability on very, very specific tasks. It’s very flexible in the tasks you can envision making use of it for. And that’s game changing for AI, but on the flip side of that, the failure modes of the system are very difficult to predict.

So, for high stakes applications, you’re never really developing the capability of doing some specific task in isolation. You’re thinking from a systems perspective and how you bring the relative strengths and weaknesses of different components together for overall performance. The way you need to architect this capability within a system is very different than other forms of AI or robotics or automation because you have a capability that’s very flexible now, but also unpredictable in how it will perform. And so you need to design the rest of the system around that, or you need to carve out the aspects or tasks where failure in particular modes are not critical.

So chatbots for example, by and large, for many of their uses, they can be very helpful in driving engagement and that’s of great benefit for some products or some organizations. But being able to layer in this technology with other AI technologies that don’t have these particular failure modes and layer them in with human oversight and supervision and engagement becomes really important. So how you architect the overall system with this new technology, with these very different characteristics I think is very exciting and very new. And even on the research side, we’re just scratching the surface on how to do that. There’s a lot of room for a study of best practices here particularly in these more high stakes application areas.

Lan: I think Julie makes such a great point that’s super resonating with me. I think, again, always I’m just seeing the exact same thing. I love the couple keywords that she was using, flexibility, positive-sum automation. I think there are two colors I want to add there. I think on the flexibility frame, I think this is exactly what we are seeing. Flexibility through specialization, right? Used with the power of generative AI. I think another term that came to my mind is this resilience, okay? So now AI becomes more specialized, right? AI and humans actually become more specialized. And so that we can both focus on things, little skills or roles, that we’re the best at.

In Accenture, we just recently published our point of view, “A new era of generative AI for everybody.” Within the point of view, we laid out this, what I call the ACCAP framework. It basically addresses, I think, similar points that Julie was talking about. So basically advice, create, code, and then automate, and then protect. If you link all these five, the first letter of these five words together is what I call the ACCAP framework (so that I can remember those five things). But I think this is how different ways we are seeing how AI and humans working together manifest this kind of collaboration in different ways.

For example, advising, it’s pretty obvious with generative AI capabilities. I think the chatbot example that Julie was talking about earlier. Now imagine every role, every knowledge worker’s role in an organization will have this co-pilot, running behind the scenes. In a contact center’s case it could be, okay, now you’re getting this generative AI doing auto summarization of the agent calls with customers at the end of the calls. So the agent doesn’t have to be spending time and doing this manually. And then customers will get happier because customer sentiment will get better detected by generative AI, creating obviously the numerous, even consumer-centric kind of cases around how human creativity is getting unleashed.

And there’s also business examples in marketing, in hyper-personalization, how this kind of creativity by AI is being best utilized. I think automating—again, we’ve been talking about robotics, right? So again, how robots and humans work together to take over some of these mundane tasks. But even in generative AI’s case is not even just the blue-collar kind of jobs, more mundane tasks, also looking into more mundane routine tasks in knowledge worker spaces. I think those are the couple examples that I have in mind when I think of the word flexibility through specialization.

And by doing so, new roles are going to get created. From our perspective, we’ve been focusing on prompt engineering as a new discipline within the AI space—AI ethics specialist. We also believe that this role is going to take off very quickly simply because of the responsible AI topics that we just talked about.

And also because all this business processes have become more efficient, more optimized, we believe that new demand, not just the new roles, each company, regardless of what industries you are in, if you become very good at mastering, harnessing the power of this kind of AI, the new demand is going to create it. Because now your products are getting better, you are able to provide a better experience to your customer, your pricing is going to get optimized. So I think bringing this together is, which is my second point, this will bring positive sum to the society in economics kind of terms where we’re talking about this. Now you’re pushing out the production possibility frontier for the society as a whole.

So, I’m very optimistic about all these amazing aspects of flexibility, resilience, specialization, and also generating more economic profit, economic growth for the society aspect of AI. As long as we walk into this with eyes wide open so that we understand some of the existing limitations, I’m sure we can do both of them.

Laurel: And Julie, Lan just laid out this fantastic, really a correlation of generative AI as well as what’s possible in the future. What are you thinking about artificial intelligence and the opportunities in the next three to five years?

Julie: Yeah. Yeah. So, I think Lan and I are very largely on the same page on just about all of these topics, which is really great to hear from the academic and the industry side. Sometimes it can feel as though the emergence of these technologies is just going to sort of steamroll and work and jobs are going to change in some predetermined way because the technology now exists. But we know from the research that the data doesn’t bear that out actually. There’s many, many decisions you make in how you design, implement, and deploy, and even make the business case for these technologies that can really sort of change the course of what you see in the world because of them. And for me, I really think a lot about this question of what’s called lights out in manufacturing, like lights out operation where there’s this idea that with the advances and all these capabilities, you would aim to be able to run everything without people at all. So, you don’t need lights on for the people.

And again, as a part of the Work of the Future task force and the research that we’ve done visiting companies, manufacturers, OEMs, suppliers, large international or multinational firms as well as small and medium firms across the world, the research team asked this question of, “So these high performers that are adopting new technologies and doing well with it, where is all this headed? Is this headed towards a lights out factory for you?” And there were a variety of answers. So some people did say, “Yes, we’re aiming for a lights out factory,” but actually many said no, that that was not the end goal. And one of the quotes, one of the interviewees stopped while giving a tour and turned around and said, “A lights out factory. Why would I want a lights out factory? A factory without people is a factory that’s not innovating.”

I think that’s the core for me, the core point of this. When we deploy robots, are we caging and sort of locking the people out of that process? When we deploy AI, is essentially the infrastructure and data curation process so intensive that it really locks out the ability for a domain expert to come in and understand the process and be able to engage and innovate? And so for me, I think the most exciting research directions are the ones that enable us to pursue this sort of human-centered approach to adoption and deployment of the technology and that enable people to drive this innovation process. So a factory, there’s a well-defined productivity curve. You don’t get your assembly process when you start. That’s true in any job or any field. You never get it exactly right or you optimize it to start, but it’s a very human process to improve. And how do we develop these technologies such that we’re maximally leveraging our human capability to innovate and improve how we do our work?

My view is that by and large, the technologies we have today are really not designed to support that and they really impede that process in a number of different ways. But you do see increasing investment and exciting capabilities in which you can engage people in this human-centered process and see all the benefits from that. And so for me, on the technology side and shaping and developing new technologies, I’m most excited about the technologies that enable that capability.

Laurel: Excellent. Julie and Lan, thank you so much for joining us today on what’s been a really fantastic episode of The Business Lab.

Julie: Thank you so much for having us.

Lan: Thank you.

Laurel: That was Lan Guan of Accenture and Julie Shah of MIT who I spoke with from Cambridge, Massachusetts, the home of MIT and MIT Technology Review overlooking the Charles River.

That’s it for this episode of Business Lab. I’m your host, Laurel Ruma. I’m the director of Insights, the custom publishing division of MIT Technology Review. We were founded in 1899 at the Massachusetts Institute of Technology. You can find us in print, on the web, and at events each year around the world. For more information about us and the show, please check out our website at technologyreview.com.

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