Predicting how artificial intelligence will perform over the next 15 years, as well as the impact of new technologies on creativity, content and society, is a difficult task, according to experts who took part in a debate on the subject at Voices 2025.
Hallison Paz, an artificial intelligence researcher who works in Alforriah’s mentoring program, sees two paths: one sunny and the other dark. In the first case, he says, AI should enhance the talents and creative processes developed by humans, in addition to making possible content, products and services that are still inaccessible today. The other scenario includes the risk that digital platforms manipulate the system in order to generate profits for operators, making it difficult to access better quality content.
— It is up to us to demand responsible use — he summarizes.
Brunno Sarttori, journalist and expert in deep fakes, who presented himself as the first influencer to use AI for content production, in 2018, by inserting the faces of municipal elected officials into virtual parodies, was more optimistic. He believes that, in the coming years, technology will allow scenarios to be created almost as sophisticated as those performed by humans, thereby increasing the demand for originality.
— I look at my computer today and I’m sure the day will come when I look at it and say, “Do this like I did it,” and it can do it. He will be like Iron Man’s assistant and we will even wonder: “Does he really have no conscience?”
According to him, 15 years ago, no one could have predicted what is happening today, but it is now possible to envision a future in which the technology available in the palm of our hands resembles what we see today only in fiction films. The fact remains that those who will stand out are those who have a good storyline, original and quality content.
Sarttori began in 2018 to make parodies with the faces of artists and politicians, all implausible, such as a video with the face of a former president of the Republic of Brazil dressed as Chapolin Colorado. Yet people believed it to be true, which naturally raised alarm bells. The vaccine, according to him, aims to increase the population’s intimacy with technology:
— The more a person is in contact with this technology, the more likely they are to imagine that it could have a generative component, or even a false realism.
The actor, screenwriter and presenter Digão Ribeiro is betting on the democratization of production and distribution which can make the virtual world more powerful than the physical world. The use of artificial intelligence as a means of production can, according to him, lead to results that give rise to important reflections.
— I asked ChatGPT whether we should fight against the labor market and ethics based on patriarchal values. Chat panicked and responded after a while that it was a complicated question. He thinks about it and provides references to works on the subject. I took this to my network and it generated a lot of debate. The place that AI has reached allowed me to bring thoughts to people, and they also questioned themselves — he declared.
The three participated in the debate “After filters, AI. Is there still room for originality and creativity in content creation?”, moderated by Tainah Tavares, editor-in-chief of the technology portal TechTudo.
Asked what AI still can’t accomplish, Hallison cited the current impossibility of replicating natural laws.
— There is a debate about whether the techniques used today will be able to achieve what we call artificial general intelligence — he said, citing the case of children who start walking and learn through experience not to fall. — AI is still a long way off, despite the evolution of tools in recent years.
Another problem is setting boundaries:
—Who should be responsible? We will also spend a few years debating the issue of plagiarism.
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