Transcriptions
Note: this content has been automatically generated.
00:00:02
and uh uh well i'll i will begin to uh uh media uh right now so
00:00:08
i'm i'm going from the a. p. f. l. time and the
00:00:10
head of the initiative for media innovation which which was created by the
00:00:14
the full a founding members uh that you can see on top so accurate buttons and and and media partners
00:00:21
and in me is is basically a platform
00:00:23
bringing together academia media companies uh to advance a
00:00:28
research science and also to transfer a technology and knowledge back to the to the to the industry
00:00:35
and it's a with media it's a it's a very multi disciplinary uh uh efforts so you can you know
00:00:41
you have technology information technology p. f. l. universities
00:00:45
but you also have social sciences journalism so it's uh
00:00:48
a very uh a broad mix of uh of feels like that come into play when it when it that when it comes to
00:00:55
to to media innovation as you can see on the you know the the right there uh
00:00:59
when i'm when i'm talking about media um i'm i'm talking uh mostly about traditional media here
00:01:05
but you know so uh it could be also you know media companies uh distributing content on
00:01:10
social media it's uh it's quite broad but it's it's a around the the initiative it it's mostly
00:01:17
a traditional media media outlets and one of the one
00:01:22
of the the the the application of the field where
00:01:25
we work in a is it a artificially intelligent i should say machine learning right
00:01:29
so application of mentioned owning a for media and we'll talk about this because right now was
00:01:35
gentle way i it's it's kind of changing the game for for media integrated industry uh that much
00:01:41
i wasn't supposed to have a project that we initiated enhance overboard with the insurance so
00:01:48
this one's the challenge came from doesn't have
00:01:51
somewhat is ah the cubs broadcast the sources german
00:01:56
signal doesn't bother sets and as page seven issue as the years pass of the programs in
00:02:02
has is excessively to um some passages and something else we can do this manually but it's
00:02:13
expensive one six times so managed to hit it big they had a big
00:02:17
already has some some sort of work flow document maybe transcribe just grates on western
00:02:24
wasn't two kinds he didn't have i said good standard hunt uh how do they have like a
00:02:29
little patience yeah so really word word words like
00:02:34
clank is not proper doesn't uh german so this
00:02:37
project really train models uh yeah that's why 'cause i don't like about the data from the set
00:02:42
i've i'm just i just say gee this is something that enables some you see you get hurt
00:02:48
full of the whole club will get to do some uses examples examples supposedly now lay eyes we
00:02:55
use like yours come from many sources now in media like uh like for the whole of the
00:03:00
unit industry in in roles and uh it would be just function doesn't bruise animals and also face
00:03:07
something using 'cause i'll possible so i can nation
00:03:10
figs uh_huh pen's always walks like now see gentlemen high
00:03:15
it is all the changes image click name expenses are quite
00:03:20
quite a quite a long time right now is what does all
00:03:24
this is also being being is just an just behind me here and and just you know it's it's when it ask uh
00:03:31
important question so second time you see the the iceberg today but
00:03:35
i think it's a it's a it's a great illustration of you know
00:03:38
how how great of course these these generative uh technologies are right so
00:03:44
you can you know for media you can make text uh you can
00:03:47
generate in in that you can do all kinds of things and this is true for for everyone and then then you have this darkest side
00:03:53
um and if you think about information in general one of my most pressing a
00:04:00
you know issues here is misinformation propaganda this information because these tools can of course
00:04:06
be used at scale to you know create all sorts of uh all sorts of
00:04:12
uh of content that could be a you know falls and and and and push
00:04:17
push ideas uh or um there's there's also and we
00:04:22
we talked about already today ethical issues ah just to
00:04:26
come back to medical i think starts with the data right we we talked about you know scrapping the internet
00:04:32
this is an illustration about this that i that i that i
00:04:35
like this is from the conical double the call this data never sleeps
00:04:40
it gives you an idea rough idea of the the amount of data that we all yeah well collectively uh
00:04:46
uh create to every minutes and this is the the the numbers for twenty twenty two every minute on the internet
00:04:52
and of course these models are trained with huge amount of data um
00:04:56
and and it's also a lot of personal data it's not personal data
00:05:00
only a media companies actually uh also being you know news website uh
00:05:04
being scraps uh i'm also for for for for data in this case
00:05:10
and media is interesting because it's quality data right
00:05:13
it's uh it's verified by journalist so you get
00:05:17
you know it's usually read written so it's it's quite interesting also for these companies
00:05:22
and then we we know we we talked about uh uh you know
00:05:25
uh biases and and so on the the the list goes on so
00:05:30
what does this mean also for media so i'll go back to my my
00:05:34
automatic uh you know uh so typing of of swiss german to to standard german
00:05:40
this project was interesting because it's uh it's it's typically a prada
00:05:44
it it lasted two years right so twenty four month to actually build
00:05:49
you know task specific models to do translation from from dialects to to stand adjourned
00:05:54
and at the end of the project it it then that um at the beginning of this year by the end of the project activity came up and that's
00:06:00
interesting because it's a it's a brute force approach right to to an l. p.
00:06:05
i. g. p. g. can do many task so translation yeah why not summarisation yes
00:06:11
and it was interesting to to have the the researchers one from unit to unit was java uh geneva here
00:06:17
doing a comparison of the output of their model that the
00:06:21
best the best model and a versus checked u. p. g.
00:06:25
and it did that they did that summit of evaluation so with evaluated is uh
00:06:29
to to to to look and to to try and and see which one was was pets
00:06:34
and they found out actually that chatty p. d. was quite good at producing
00:06:39
a an output for and in standard german uh starting from the from the
00:06:44
the the overall uh a transcription and and very roll uh a translation that
00:06:49
was quite good at that but you can also see the weaknesses so typically
00:06:54
you know it tends to add stuff it it used all you all use checked u. p. g. it's quite you know it
00:07:00
it likes long sentences so it's it's it's it's usually much too long analogue
00:07:04
rate for for for subtitles but it's to stay quite a compact and uh and
00:07:11
the the the words here of course as a nation one of the big
00:07:15
big a weakness of the of these i mean weakness it's it's part of how they're they're being bills of course
00:07:22
so you you also sometimes have power phrases and you have like you
00:07:25
know uh uh changes uh changes and and things that are completely actually invented
00:07:32
and and wrong so it's extremely powerful but also it it has a lot
00:07:37
of a whole lot of witnesses and despite this kind of you know minutes
00:07:44
media companies today like any industry uh cannot just you know
00:07:48
look away and say well not good enough i'll i'll just continue
00:07:52
the way i work now and it's it's just impossible to do that because you're you will
00:07:57
you will you will just lose the game it's a competitive game for media it's quite a
00:08:02
you know it's it's quite hard so they have to also look into these technologies
00:08:07
and and see how they can use it in a medical and and and in a way to to to basically
00:08:12
keep the trust they have with their audiences so i'll show you a an example of what that can can mean
00:08:19
so this is an example for from startup called the user me i and this is
00:08:23
this is like the perfect a little tool box for a a journalist and editor so here
00:08:29
they have access to uh you know all kinds of small apps we can do transcription
00:08:33
they they have a like a recorded the interview you could generate an image why not
00:08:38
uh do some fact checking summary we can you know have how it's it's
00:08:43
of course they will also that they will always verify information that's out journalist work
00:08:48
so even if they they use such a tool well you can say they will verify information table cross check it
00:08:54
and the output will still be published by a human and it's it's it's still quality content why not and then
00:09:02
even so it does raise ethical ethical issues so this this is
00:09:07
design examples from the from the media and uh and and uh and and and and
00:09:11
and politics as well so on the left here you have a a a an article
00:09:15
from from break that was published uh uh this summer so it talks about uh you
00:09:19
know ask um made by by by by by youngsters that that stole a millions of uh
00:09:24
millions of of dollars also swings whatever okay plastic article it's all well the image that is used
00:09:32
here it's actually uh made using major and so it's a it's a synthetic in it you see
00:09:38
for young people are having fun having a drink in the uh i guess the private jets
00:09:43
that that so it's an illustration for this article but it's not a real image it looks real but
00:09:49
it's not real and this really ask you know
00:09:51
the attic ethical questions about about media about information can
00:09:57
can you use an image like these uh like this effort to to to illustrate
00:10:01
an article and it's the same thing here for a bit have so political party
00:10:06
and this is the complaint for the for the federal election and you can
00:10:09
see here in in that you you see activists blocking the street doesn't endurance
00:10:14
lights are on quite a powerful image but again
00:10:19
it's it's made by one of these um one of
00:10:22
these uh a i tool it's syntactic it's not real is it ethical in this case you know uh
00:10:29
same same kind of question so now in certain and a high news was one of the first uh
00:10:34
it's it's uh so uh media news portal to to actually have an a i tried to and say
00:10:41
say today audiences they they published it's uh earlier this year say okay this is
00:10:46
what have we would use this this type of technology and this is the red line
00:10:51
we for example we we want you know you know never use
00:10:55
uh an image that looks like a real image to illustrate an article for example
00:10:59
so they have the chart the s. s. gaze also writing a chart the the
00:11:03
the there's also consortium in europe working on a on a common charter that can be
00:11:08
can be shed by by media companies but it's uh you know it's always nice to innovate and try new tools but then you
00:11:14
have to be careful and same thing political parties also writing a
00:11:18
chart as a a right now i now of course we we
00:11:24
we read of some of you uh ah i hope still read
00:11:28
a newspaper or go on you side but the the reality is that
00:11:32
most people now get the news consortia media uh gets a you know have fallen social media
00:11:38
and and connect with people so dreamy yeah this is typically what you see on social media right
00:11:42
and the these apply really all of you will see in this picture is
00:11:45
so fake a restive tramp uh well princes in is the man second coat
00:11:51
okay it's you know it's their priorities uh it's it's it's for a good laugh um but it's
00:11:57
again photo realistic images you can still may d.'s with the the the tools that are available now
00:12:03
and the look quite uh quite like reality and you you can
00:12:07
have fun with them uh but some people you know get get the
00:12:10
seed get get a and and it it can also of course
00:12:14
the use but for for propaganda so it's quite uh quite dangerous um
00:12:20
a back to back to media e. texts easy i mean all images you can do that
00:12:26
and now we we also see you know that depict technologies we talked about that uh earlier today
00:12:32
uh for for audio so orderly fake video and it it has a news in media i think
00:12:38
that the question was asked us um at some point well can can really deep vaguely used in uh
00:12:44
but you know to make sense and for for for useful a useful application that
00:12:49
they seem to be some but then again does ethical questions in in using that and and trust a a question
00:12:54
using that so this is an example from from the united states as the first radio a cool live ninety five five
00:13:01
no i don't uh that is using a a virtual radials
00:13:05
out not not just virtual it's a it's a it's a
00:13:09
it's a digital twin of their star one of the one
00:13:13
of their uh radio host and she's called the actually easy
00:13:16
and here they have one a no duty takeover voice
00:13:21
uh that's the first video that will will show in uh in the second hopefully it works
00:13:25
and then they they really have a virtual virtual copy of actually z. called a i actually
00:13:32
that actually on air so when she's on vocation
00:13:34
typically um they use uh the user digital twain
00:13:40
on air to converse with the audience so what we'll see that now in in these exist
00:14:35
i quite impressive so it they they use a tool called radio g. p. g.
00:14:40
the you know the name does it all it's like checked u. p. t. but uh
00:14:43
you you actually have voice uh like a a voice conversation it's quite uh oh what works quite well and
00:14:49
again on radio they you know the the a i will say it's a i actually it's not actually easy right
00:14:56
when when when when actually season is on vacation but still you know the it's you
00:15:02
know it it's it's always difficult to to really know who's who's who actually talking to
00:15:07
and same thing i i didn't say that but for for the for the examples for for for big
00:15:12
and the the article and and political parties you have you haven't mentioned you have a
00:15:16
text saying you know it's it's done with no journey it's done with and with a
00:15:21
with an a. i. too but again you see the picture you remember the picture you
00:15:26
you did on this is we read the small text so it's it's kind of uh
00:15:30
it's it's uh it it's always although always difficult now what you can do would you
00:15:35
know be vague with voice you can do of course now with video with having an avatar
00:15:40
and and this is a an example from twenty twenty already uh in in south korea uh n. b.
00:15:46
n. is a is a news channel so they have you know they have breaking news you can have news
00:15:51
you know any time of the of the day during the week and so they wanted to
00:15:54
have a a copy of their stop isn't again to keep this this relationship of trust so we
00:16:00
when when she's not in the studio it's not just a news that's
00:16:04
written on screen is something that's you know a bit cold they wanna have
00:16:07
like a a replicate of their of the host and that's what they
00:16:11
did they did they did a action so i'll just show you a trashy
00:16:23
i know i see oh yeah yeah yeah yeah i know well so she
00:16:31
says presenting here for her to it and as you can see is it really
00:16:36
looks ally so you you really have you have the the you know the face yeah it
00:16:41
did take you have the voice as well and you also have the gestures so they really
00:16:45
try to reproduce hair as as as close as possible and is it actually surprise some of
00:16:52
the the audience in in this case because at some point the the the digital twain appeared
00:16:58
on on screen and it wasn't really clear that is it was or so people
00:17:02
then you about it and it you know it started a southern conversation now what can be used
00:17:08
for for for t. v. channel like this of course can be used by by propaganda so you've seen
00:17:14
i'm sure many example this is one uh from from last
00:17:18
year with the uh deep fake of uh values even ski
00:17:21
your green president and he's he's basically is a telling his troops to a drop
00:17:26
the weapons so ran the and and uh or a player a few luke release here
00:17:38
lucia i'm just just to illustrate this is we could
00:17:47
we could call this a cheap fake it's it's not as good as the the the the example
00:17:51
from from south korea other examples but it's still
00:17:55
it's still quite quite dangerous this was was was uh
00:17:59
was was a diffused on social media of course but the the guys who did that also hacked
00:18:04
a ukrainian uh use website and the poster that video on the news website to try and you know
00:18:11
show it as something of it is something that was true and and
00:18:15
verified so it's it's extremely dangerous even though the the example is not the
00:18:20
the the the the greatest in in the way it was and i know
00:18:25
the future is already moving towards you
00:18:28
know a video text text to video uh
00:18:31
um uh models is this is an example just to to illustrate from from goodwill
00:18:35
called finicky so here like images you describe what you want a new video sequence
00:18:42
uh and you're you're even your own directory right because here you can say well you know so men so now you travel
00:18:48
so you can really you could get really describe the video as you want it to be and
00:18:54
again it's fantastic it will at shorty change the way you know the creative industry the media industry
00:19:01
we'll we'll approach content uh the thing cinema i think everything
00:19:05
will change when these uh technologies are are mature enough
00:19:09
um for now it's you know uh it's it's it's not there
00:19:13
yet but it's it's moving uh extremely fast i and we we we
00:19:20
we we talked about these these so now looking at at actions
00:19:24
uh what what can be done we we already covered some of these
00:19:27
uh uh today we talked about regulation standardisation does it's it's it's also part of
00:19:33
the the solutions that being now implemented like you pick trust so the the way you
00:19:38
can you can you know add information in into a a constant in all the
00:19:43
province to know exactly if it was manipulated change and and and and have this uh
00:19:48
um have this yeah this this chain of uh of where where the where the condom comes from basically
00:19:55
um you have technical solutions you know anybody working uh today at
00:19:59
my idiot for e. p. f. uh on deep fake for example
00:20:03
to try to improve the detected no the the the the take applications and and in technology also work
00:20:08
on detectors ah also yes of course you you're helping
00:20:13
making these uh these these contents more uh you know
00:20:17
uh to to asked was life and you also have to the detectors but it's um it's a cat
00:20:22
and mouse game because detectors don't really work or you know they work for awhile and then technology improve
00:20:28
so regulations annotation thickening solutions will it kind of slow and they
00:20:33
don't always work as as a standard so i live i think
00:20:37
personally that that media technology literacy is one of the biggest uh
00:20:41
you know one of the biggest step we can we can take
00:20:44
and this is you know starting from kids but uh it's it's a continuous uh a continuous education the effort
00:20:51
so i yeah i'll i'll end up on this way i was asking the question at the beginning you know can
00:20:57
you still trust information i really think you can uh if
00:21:00
you if you use and choose your your your sources wisely
00:21:04
uh i think you know some some information on the internet is still there five by journalist
00:21:10
or we could we could be the uh for example to take uh to take a few examples
00:21:14
uh but you you have to be you know you you need to the critical uh a sense
00:21:18
and and the and the proper education also now to be more and more careful as as things are