Experimenting with AI to better understand its challenges
The AI Fake Festival is based on an immersive approach: second-year students are invited to design a fictitious product or service and promote it via a 100% AI-generated advertising campaign (posters, videos, slogans, etc.). It’s an exercise that highlights the ease with which misleading content can be produced, and questions the students about the risks of misinformation.
As Aurélie Dudézert, professor and director of research at ITM-BS, points out:
‘Through this exercise, students become aware that creating something false out of nothing is extremely simple. The challenge is therefore to learn to use these tools with discernment.’
An expert look at the uses and abuses of AI
As well as experimenting, the festival gave students the chance to talk to AI experts at a round table discussion. Topics included
– Cybersecurity and disinformation:
Ultra-realistic fake news, a major risk for businesses (Headmind Partners).
– Impact on the world of work:
AI is transforming human resources management (Neocase).
– Copyright and artistic creation:
The threat posed by AI to certain creative professions (illustrator Maud Chalmel).
Training managers to be aware of the impact of AI
Feedback from the students confirmed the importance of raising awareness. Many discovered the environmental and ethical impact of AI, realising that its systematic use must be questioned. A simple query on ChatGPT emits 60 times more carbon than a Google search (source: FNEGE study).
The AI Fake Festival thus illustrates IMT-BS’s commitment to training managers who are innovative, responsible and aware of technological transformations. This initiative is fully in line with the school’s mission: to support students in the major digital, ecological and economic transitions.
Take a look at the images of this first edition and plunge into the heart of the challenges of AI!
