Living with the Genie: Artificial intelligence in content creation for small businesses in trade

ARTIFICIAL INTELLIGENCE IN CONTENT CREATIONFOR SMALL BUSINESSES IN TRADE The International Trade Centre (ITC) is the joint agency ofthe World Trade Organization and the United Nations. Street address:ITC54-56, rue de Montbrillant1202 Geneva, SwitzerlandPostal address:ITCPalais des Nations1211 Geneva 10, SwitzerlandTelephone:+41-22 730 0111Fax:+41-22 733 4439E-mail:itcreg@intracen.orgInternet:http://www.intracen.org Living with the Genie ARTIFICIAL INTELLIGENCE IN CONTENT CREATIONFOR SMALL BUSINESSES IN TRADE ABOUT THE REPORT This report encourages artificial intelligence (AI) literacy for small businesses and trade institutions, especially indeveloping countries, through the lens of content creation. It shows that AI tools empower everyone in the workplace tobe publishers – and that leaders can navigate the promises and perils that come with AI. While more than 50% of business support organizations responding to an International Trade Centre survey in December2023 use ChatGPT and other AI tools, they advise caution and seek guidance. This report responds with insights on thechanged world of publishing; managing bias; AI tools to research, write, produce and promote content; and managingorganizational change. AI tools give more freedom to research, write and publish, but users must address issues of misinformation, bias,inaccuracy and plagiarism. The report addresses leaders, managers, writers and communications specialists in tradepromotion organizations, chambers of commerce, youth incubators and others providing trade content for developingcountries. Publisher:International Trade Centre Title:Living with the Genie: Artificial Intelligence in Content Creation for Small Businesses in Trade Publication date and place:Geneva, First edition, February 2024. Revised edition, May 2024. Pages:104 Print ISBN:9789210031042 PDF ISBN:9789213588796 Sales Number:E.24.III.T.5 ITC Document Number:P158.E/CE/OED/24-II Citation:International Trade Centre (2024).Living with the Genie: Artificial Intelligence in Content Creation for Small Businesses in Trade.ITC, Geneva. (or) Domeisen, N. and McCue, S. (2024).Living with the Genie: Artificial Intelligence in Content Creation for Small Businesses in Trade.ITC, Geneva, Switzerland. For more information, contact: Olya Krylova, okrylova@intracen.org or Anne Griffin, griffin@intracen.org Correction toLiving with the Genie: Artificial intelligence in content creation for small businesses in trade(2024). In the above-mentioned publication, the following has been revised: on page ii, the page count and the month issued has been modified;an additional citation has been added; and the contact person has been changed. The TOC has been modified to reflect new text as ofpage 64, and the page numbers updated. IP and WIPO have been added to the acronyms page. Page vi, new text has been added to theacknowledgments ‘Chapter 6: Mathilde Tachon, Programme Officer, Intellectual Property (IP) for Business Division at the World IntellectualProperty Organization (WIPO) in Geneva.’ ITC encourages the reprinting and translation of its publications to achieve wider dissemination. Short extracts of this paper may be freelyreproduced, with due acknowledgement of the source. Permission should be requested for more extensive reproduction or translation.A copy of the reprinted or translated material should be sent to ITC. Digital image(s) on the cover: ©Shutterstock.com and Design Plus d.o.o. ©International Trade Centre (ITC) ITC is the joint agency of the World Trade Organization and the United Nations. REVIEWS ‘AI ultimately will revolutionize every aspect of ourlives, but the impact may be the greatest in the world ofcommerce and employment. You can get a good read onthe future in this prescient and gripping report.’ US Navy Admiral James Stavridis, formerly 16thSupreme AlliedCommander of the North Atlantic Treaty Organization, is authorof ‘2054’, a novel of artificial intelligence and geopolitics.He is Chair of the Board of Trustees for the Rockefeller Foundationand the former Dean of the Fletcher School. ‘The benefits of reading, writing, clean water, electricityand plumbing spread only when everyone had access.When a few people favoured by birthplace, birthparents, or by being at the right time in the right placeclaim benefits, it does not unleash innovation andeconomic growth.’ Mei Lin Fung, Chair, People-Centered Internet ‘The report addresses how to incorporate AI in ourday-to-day work, to the benefit of our organization,target audience, and employees. We’ll share it with ourcommunications, intelligence and innovation departmentsso we can incorporate the key takeaways of this researchinto our organization’s culture and activities.’ Ana Laura Vega, Chief of Staff, PROCOMER,the trade investment and promotion agency of Costa Rica ‘The modern AI tsunami has created dramatic newopportunities for international trade. This is a guide forcontent creators in a time of digita