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I know Petra De Sutter. She isn’t just a silhouette on the evening news; she is a Professor in Reproductive Medicine, a  past Green Party heavyweight, former  Deputy Prime Minister, and the scientist who stood firmly by my side during one of the most physically challenging chapters of my life. I know her -not in the biblical sense, obviously- but well enough to confirm she is usually the smartest person in the room by a considerable margin, possessing an integrity that is almost annoying in its purity. Yet, last week, she walked face-first into the most banal trap of the twenty-first century. She stood up at a podium at the UGent New Year’s reception and delivered a speech laced with quotes that sounded profound but had the unfortunate quality of being entirely fictional, courtesy of a Large Language Model (hello dokter Chat GPT) that hallucinated like a confident drunk at a karaoke bar. It was embarrassing. It was sloppy. She got caught (of course), the academic crowd booed, the rest of the world booed, and the media descended with the kind of gleeful ferocity usually reserved for politicians who strangle puppies. She apologized immediately, owned the mistake, and promised to do better, which is about as rare in academics/politics as a unicorn riding a unicycle. But the noise didn’t stop. It got louder.

Bizarre. We are apparently currently spending more energy dissecting a hallucinated footnote (boo!) than we are discussing the actual geopolitical fires burning in Iran. Then you have the reactions from the cheap seats in the peanut gallery. Take Lisa Doeland, a philosopher -a job title that these days often implies having a LinkedIN account and a lot of existential dread- who went absolutely nuclear. She treated this incident as proof that Generative AI is the digital equivalent of opening the Ark of the Covenant and melting our collective faces off. It’s the worst thing since someone took a bite out of an apple in a garden a few millennia ago. She didn’t just critique the error; she demanded Petra’s head on a spike, calling her “incapable as a scientist and as a rector” and suggesting she be shown the door immediately. She herself never uses it, used it, will use it, and dams her student  for even thinking about it. She claims students deserve better, warns them not to get dragged along by “capitalist logic” about efficiency, and essentially argues that if you aren’t suffering through texts yourself, you aren’t learning. And Petra should be hanged, drowned, flayed and quartered. To begin with. It’s the “burn the witch” approach to technological disruption. It is a predictable, boring, and frankly lazy reaction.

Ow boy. We are screaming at the clouds because it rained, instead of buying an umbrella. Philosopher or not, I learned not to slam down my boot on the head (or neck) of someone who fell. What’s the bloody point?

What I hope comes out of this mess is not just a bruised ego for Petra, but finally a realization that our institutions, schools, and universities (and their tutors, professors, lectors, teachers and students) are failing the moment. Pretending that students and staff aren’t using these tools is childish, immature and world-idiotic. It’s a game of “don’t ask, don’t tell” that helps absolutely no one. We are currently trying to run academia like it’s 1987, hoping that if we close our eyes tight enough, the silicon valley algorithms will vanish and we can go back to index cards and microfiche. That is not going to happen. Camouflaging the use of AI is the problem, pushing it as a thing of the dark web of “cheating” is the problem not the use itself. (and by Toutatis: Odin know GenAI has issues… from IP, ethics, energy, cooling, …). If a former  Deputy Prime Minister with a massive academic pedigree can get caught like a drunken mouse in the trap, imagine what the average sophomore is doing right now to finish an essay on structuralism.

You cannot put the toothpaste back in the tube, no matter how much philosophers yell at the bathroom sink. The stuff is out. It is messy. It stains. But instead of banning toothpaste, maybe we should teach people how to brush responsibly. We need transparent guidelines, clear rules on Intellectual Property, and a distinct line between “assistance” and “authorship.” We need to stop the witch hunts and start the onboarding process.

Maybe we should actually thank Petra De Sutter for unintentionally lighting the flare; she showed us that “Houston, we have a problem,” and the problem isn’t (only) the machine, it’s our hypocrisy in how we wield it.

#AI #Ethics #Toothpaste

Danny Devriendt is the Managing Director of IPG/Dynamic in Brussels, and the CEO of The Eye of Horus, a global think-tank focusing on innovative technology topics. With a proven track record in leadership mentoring, C-level whispering, strategic communications and a knack for spotting meaningful trends, Danny challenges the status quo and embodies change. Attuned to the subtlest signals from the digital landscape, Danny identifies significant trends in science, economics, culture, society, and technology and assesses their potential impact on brands, organizations, and individuals. His ability for bringing creative ideas, valuable insights, and unconventional solutions to life, makes him an invaluable partner and energizing advisor for top executives. Specializing in innovation -and the corporate communications, influence, strategic positioning, exponential change, and (e)reputation that come with it-, Danny is the secret weapon that you hope your competitors never tap into. As a guest lecturer at a plethora of universities and institutions, he loves to share his expertise with future (and current) generations. Having studied Educational Sciences and Agogics, Danny's passion for people, Schrödinger's cat, quantum mechanics, and The Hitchhiker's Guide to the Galaxy fuels his unique, outside-of-the-box thinking. He never panics. Previously a journalist in Belgium and the UK, Danny joined IPG Mediabrands in 2012 after serving as a global EVP Digital and Social for the Porter Novelli network (Omnicom). His expertise in managing global, regional, or local teams; delivering measurable business growth; navigating fierce competition; and meeting challenging deadlines makes him an seasoned leader. (He has a microwave at home.) An energetic presenter, he brought his enthusiasm, clicker and inspiring slides to over 300 global events, including SXSW, SMD, DMEXCO, Bluetooth World Congress, GSMA MWC, and Cebit. He worked with an impressive portfolio of clients like Bayer AG, 3M, Coca Cola, KPMG, Tele Atlas, Parrot, The Belgian National Lottery, McDonald's, Colruyt, Randstad, Barco, Veolia, Alten, Dow, PWC, the European Commission, Belfius, and HP. He played a pivotal role in Bluetooth's global success. Ranked 3rd most influential ad executive on Twitter by Business Insider and listed among the top 10 ad execs to follow by CEO Magazine, Danny also enjoys writing poetry and short stories, earning several literary awards in Belgium and the Netherlands. Fluent in Dutch, French, and English, Danny is an eager and versatile communicator. His BBQ skills are legendary.

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