With the advent of artificial intelligence, quite a lot has already changed in our daily lives—more than we often realize. So, it’s quietly having a major impact on our society and development, including in the cultural sphere. Cultural development has always been a key priority in the Netherlands, but what impact is AI having on cultural development in our country?
The use of AI in the cultural sector
Artificial intelligence opens up a world of possibilities, including within the cultural sector. The heritage sector is already making extensive use of AI, for example to make handwritten letters searchable, for facial recognition in audiovisual material to make it easier to find specific footage, and to establish new connections between European archives. But AI can, of course, also be used for many purposes in the cultural sector:
- Adding value for audiences or organizations: AI can help make cultural offerings more accessible to the public. This can be achieved, for example, through subtitles or automatic translations. Organizations can use AI to accurately estimate visitor numbers and adjust their staffing levels accordingly, which can lead to significant cost savings.
- Automating and streamlining work processes: With artificial intelligence, an organization can automate many work processes, leading to cost savings and greater efficiency. Examples include automatically translating flyers, editing videos and photos, and answering customer questions via a chatbot. Many cultural institutions are understaffed and need to watch their costs, so this would be a great solution!
- Introducing new products: Artificial intelligence is a valuable tool for creating new products. Creators can use it, for example, as inspiration when composing new music, digitally restoring a painting, or identifying new connections within their own collection to generate fresh content.
- Enhancing the audience experience: The cultural sector can use AI to better serve its audiences, leading to a more engaging experience. Examples include personalized digital interactive tours and guided tours using apps, as well as personalized offers on cultural institutions’ platforms.
What negative impact does AI have on cultural development?
We’ve now highlighted many of the benefits that artificial intelligence brings to the cultural sector, but there are, of course, a number of challenges as well. For instance, the quality of AI output is sometimes still questionable, especially since we often don’t know exactly where the information comes from and whether it’s accurate. In addition, creators need to be mindful of copyright, even if you’re using an AI sample solely as inspiration. After all, AI can extract information from a work that is protected by copyright. And the biggest challenge we currently face with the use of artificial intelligence is that it often operates based on biases.
AI and Bias
Ultimately, its use can therefore reinforce certain biases—an effect we obviously do not want from AI, as it often hinders cultural development. For example, many generative AI tools have an American and European bias. This means that the content generated by the AI is often not representative of people from around the world. The way AI is trained determines the results it produces. If only information containing biases about a certain race or gender is used, there is a high chance that the AI will produce discriminatory results. This is one of the reasons companies are still hesitant to use AI in their recruitment process. Fortunately, steps are already being taken to address this challenge, such as training AI with more diverse datasets. So in the future, we can make artificial intelligence bias-free too!