Commentary on “AI is Changing the World: For Better or for Worse?”
By Praveen Kopalle, Manish Gangwar, Abhinav Uppal
Journal of Macromarketing | December 2024
DOI
doi.org/10.1177/02761467241290813
Citation
Kopalle, Praveen., Gangwar, Manish., Uppal, Abhinav. Commentary on “AI is Changing the World: For Better or for Worse?” Journal of Macromarketing doi.org/10.1177/02761467241290813.
Copyright
Journal of Macromarketing, 2024
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Abstract
This commentary explores three fundamental premises surrounding the human-AI partnership. First, a human-AI collaboration is perhaps superior to either working independently, as AI enhances human capabilities but requires oversight to ensure ethical and accurate outcomes. Second, AI's effectiveness is limited by the quality and biases of its training data, which underscores the need for diverse, unbiased datasets. Without proper data, AI could perpetuate flawed or biased decisions, impacting areas such as hiring, healthcare, and empathy-driven interactions. Finally, generative AI is prone to “hallucinations,” where it produces plausible yet incorrect outputs. These errors pose significant risks in high-stakes sectors like healthcare and security. As AI becomes more ingrained in society, these challenges raise ethical concerns around job displacement, loss of human autonomy, and biased decision-making. Here, we also examine the implications of AI hallucinations and model collapse, stressing the importance of continuous human intervention to mitigate AI-driven inaccuracies. Ultimately, a balanced partnership between human judgment and AI's scalability, along with rigorous oversight, is necessary to unlock AI's potential while safeguarding societal values.

Abhinav Uppal is an assistant professor of Marketing at the Indian School of Business. His research interests lie broadly in using microeconomic theory and game-theory based models to study topical problems in marketing. Currently, his work focuses on two main streams of research: the first is retailing, specifically how traditional retailers can counter modern threats; the second is competitive strategy and pricing, particularly how various market settings, structures, and strategic partnerships influence firms’ competitive behavior and marketing decisions.

Professor Uppal received his PhD and MS in Marketing from the Wharton School, University of Pennsylvania. He has previously worked on algorithmic trading strategies in equity markets at Tower Research Capital and conducted research on technology for emerging markets at Microsoft Research India. He holds a BTech in Computer Science from the Indian Institute of Technology (IIT) Delhi and is a KVPY and NTSE scholar.

Abhinav Uppal (2)
Abhinav Uppal