Individual Reflection Paper - CMTI -Kaustav

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Dartmouth College *

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034

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Information Systems

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Oct 30, 2023

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docx

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Uploaded by GrandSummer12214

1. The focus of my essay : Digital Media & its Challenges with AI: The Good, The Bad & The Future 2. Identify the main theme you will address in the essay (for e.g., you might say the theme is "the importance of non-profit models in the cultural industry ecosystem," OR "the challenges facing media organizations today," OR "the critical task of community building within designing a marketing plan" etc.) The main theme that I would want to bring forward is “The importance of AI in modern-day digital media platforms and how AI can be leveraged positively to spread awareness and increase user engagement” 3) Identify course materials that influenced your thinking about this theme and how they changed and/or reaffirmed you’re a priori beliefs about this focus/theme The materials that helped me influence my thinking were firstly The documentary “The social dilemma” was suggested by Prof. Kagan and we had a brief discussion in class about the same. Initially, even I was not aware of how social media with help of AI models were changing habits for all people who are using social media or any digital media platform. Even I was addicted to social media for example Instagram, Facebook, and YouTube, and spend hours unconsciously. But watching “The social dilemma” was an eye-opener. I now learned how social media platforms use algorithms to personalize content to keep users engaged, leading to addiction, manipulation, and

polarizing views. The documentary also shows how tech companies are collecting vast amounts of personal data, which they use to manipulate user behavior and spread disinformation. I feel "The Social Dilemma" raises important ethical concerns and calls for greater regulation and responsibility in the use of AI in social media. As future business leaders, we need to be mindful of these issues and ensure that we use technology responsibly, always keeping the best interests of our customers and society at heart. My CMTI project with CNN was also quite interesting and I had this challenge in the hand of how to utilize AI in digital media platforms and content so as to increase user engagement but also prevent fake news from broadcasting and spread awareness. The resource that helped me understand how to create compelling stories for user engagement was the “Story Telling” slides by Prof. Lior. I learned how media can leverage generative AI to do data mining of archives of a media house, understand the curves of the storytelling and eventually use AI for scaffolding editors to come up with engaging user stories for the media content. From the class material, I learn about how stories create engagement as below: • Learning about story-related theories from psychology and behavioral economics. • Learning what are the typical dramatic structures and how to build better memorable online experiences with them  How story telling can be structured - positive and negative peaks Digital media platforms and channels for example CNN, and New York Times can do data mining from their archives and use generative AI to

collate all data from current editors to generate stories in the following manner by focusing on the customer and user needs as follows: Exposition: • Who is your target customer? • What are her goals as they relate to your product? • What is the problem or impediment standing in the way of this person meeting her goal? Inciting Incident: • What is the kick-start the customer on this specific journey? This is usually some kind of call to action or event Rising Action: • What is the first action that the user should take? • What’s happening next? Another Slide resource by Prof. Lior was ‘ optimal engagement through flow’ and the in-class game exercise. We understood more about optimal engagement through flow I learned about how gamification can change the user engagement journey and make it more personally engaging and effervescent in their mind and memories. I learned • Understanding what games can teach us about engagement? We were also inspired by prof Lior lecture on “Games and Flow” and how media and other digital platforms can bring gamification to Create memorable experiences by following specific techniques: • Personal Relevance/Personalization • Surprise/Trying to make sense of the unexpected • Physical performance of an action rather than simply observing (level/depth of involvement)

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• Multi-sensory (e.g., sight, smell, sound) experiences • Emotionally arousing experiences I was also enlightened by Prof. Mukti's class on ‘Creating New Markets’ . How media industries can create markets and have an impact on society, both with the help of digitalization. I can now better understand how media news houses and media channels can redefine the perceived value of product categories to create markets, especially with the help of AI. I could also learn how these organizations will be able to sustain its position in the market by gamification, giving a better user experience via the app in collaboration with ChatGPT and other AI models. 4) Share your learning(s)/takeaway(s) and how this/these learning(s)/takeaway(s) will influence your decisions as a consumer and as a manager/leader/entrepreneur in the future. My learnings and takeaways are as below: The proliferation of fake news and digital content spread due to generative AI is a significant concern. It has become effortless to generate fake news and manipulate content with AI. The rise of deep fakes, which are videos manipulated using AI, is a prime example. This has created a significant challenge for the media to verify the authenticity of the content. However, we can also use AI to fight against fake news. AI can be used to analyze the text and identify the authenticity of the content. Also, we can use AI to track the origin of the content and identify any suspicious behavior. Moreover, AI can be used to increase user engagement through gamification. AI can help us to personalize the content based on the user's preferences and interests, making the experience more engaging.

For example, Netflix uses AI to suggest movies and shows based on the user's past watching behavior. This has led to a higher level of user engagement and increased satisfaction. Lastly, AI can help in scaffolding editors of media houses. Scaffolding is a process of providing support to learners in completing a task. In the case of editors of CNN, AI can help them to identify the content's sentiment, fact-check, and summarize long articles. This can save editors' time and allow them to focus on other important tasks. During the course, I learned about the challenges of AI in media and how we can use AI to address these challenges. The reading materials and discussions provided me with a deep understanding of the topic. The discussions on the ethical implications of AI and the responsibility of media in using AI were particularly insightful. This has reaffirmed my belief that AI can have a positive impact on media, but it is essential to use it responsibly. 5) Feel free to share a personal experience/s that supports your focus and theme and be sure to connect and align your experience and learning(s) clearly to course material, project research, or other sources (cite those sources). I want to talk about a time when I encountered a piece of fake news myself, how I was shocked by the news initially, and how I could figure out that eventually, it was not. This was a time during the recent FIFA world cup that took place in Qatar. Since I am an ardent fan of football I followed every news, and event that the ‘world’s best spectacle’ could bring.

The Fake news was “Ukrainian Nazis did riot at the World Cup in Qatar. A number of photos and videos claiming to show "Ukrainian Nazis" at the World Cup in Qatar popped up online. Recently, a video bearing the logo and design of the news outlet Al Jazeera claimed three drunken Ukrainians had been arrested in Doha after they displayed Nazi symbols and gave Nazi salutes. To verify the authenticity of this news, fact-checking organizations such as Snopes and AFP Fact Check conducted thorough investigations. They found that there was no evidence to support the claim of the 'Ukrainian Nazis' rioting at the World Cup in Qatar. Instead, the images used to support this claim were from a completely unrelated event, and the story was fabricated by unreliable sources. The spread of fake news is a growing concern, and as an MBA student and citizen, it is crucial to leverage technology such as AI to prevent its spread. One way to leverage AI is through natural language processing (NLP) technology. NLP can be used to identify and flag potentially fake news articles or social media posts. It can analyze the language used in the content and compare it to reliable sources to determine its authenticity. Another way that I could learn from my CMTI classes is that AI can be used through sentiment analysis . AI algorithms can analyze social media posts and news articles to identify the sentiment behind them. This can help to identify potentially biased or fake news articles and flag them for further investigation.

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