{"id":13679,"date":"2024-08-02T19:47:58","date_gmt":"2024-08-02T19:47:58","guid":{"rendered":"https:\/\/dailyai.com\/?p=13679"},"modified":"2024-08-03T14:56:27","modified_gmt":"2024-08-03T14:56:27","slug":"google-pulls-controversial-ai-ad-from-olympics-coverage-amid-backlash","status":"publish","type":"post","link":"https:\/\/dailyai.com\/pt\/2024\/08\/google-pulls-controversial-ai-ad-from-olympics-coverage-amid-backlash\/","title":{"rendered":"Google retira an\u00fancio pol\u00e9mico sobre IA da cobertura dos Jogos Ol\u00edmpicos"},"content":{"rendered":"<p><strong>A Google decidiu retirar o seu an\u00fancio \"Dear Sydney\" para a Gemini da cobertura da NBC dos Jogos Ol\u00edmpicos de Paris de 2024.\u00a0<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">O an\u00fancio tinha como objetivo comercializar as ferramentas de IA generativa da Google mas, em vez disso, criou um debate aceso sobre se tais utiliza\u00e7\u00f5es de IA s\u00e3o encoraj\u00e1veis ou, de facto, aceites pela sociedade.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">O controverso an\u00fancio \"Dear Sydney\" mostrava um pai a utilizar a intelig\u00eancia artificial Gemini da Google para ajudar a sua filha a escrever uma carta ao seu \u00eddolo, a estrela ol\u00edmpica do atletismo Sydney McLaughlin-Levrone.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">No an\u00fancio, o pai diz: \"Sou muito bom com as palavras, mas isto tem de ser perfeito\", antes de pedir ajuda \u00e0 IA.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">O an\u00fancio mostra depois Gemini a gerar um rascunho de carta, que inclui frases como \"Estou a trabalhar muito e a sonhar em grande, tal como tu\" e \"Quero ser como tu quando for grande\".<\/span><\/p>\n<p><iframe loading=\"lazy\" title=\"Google + Team USA - Querida Sydney\" width=\"1080\" height=\"608\" src=\"https:\/\/www.youtube.com\/embed\/NgtHJKn0Mck?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p><span style=\"font-weight: 400;\">Este facto irritou muitos espectadores, que sentiram que encorajava a externaliza\u00e7\u00e3o da comunica\u00e7\u00e3o sincera e pessoal para as m\u00e1quinas, em vez de promover uma verdadeira liga\u00e7\u00e3o humana e a criatividade.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A ideia de os pais utilizarem a IA para ajudar os filhos a exprimirem a sua admira\u00e7\u00e3o por um modelo a seguir em vez de serem eles pr\u00f3prios a orientar a crian\u00e7a nesse processo tornou-se o ponto fulcral do debate.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Alexandra Petri, colunista do The Washington Post, <\/span><a href=\"https:\/\/www.washingtonpost.com\/opinions\/2024\/07\/31\/google-gemini-ai-dear-sydney-ad-olympics-satire\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">escreveu que o an\u00fancio<\/span><\/a><span style=\"font-weight: 400;\"> \"d\u00e1-me vontade de atirar uma marreta para a televis\u00e3o sempre que a vejo.\"\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Petri argumentou que a utiliza\u00e7\u00e3o da IA para essas tarefas poderia prejudicar a capacidade das pessoas de pensarem e se expressarem de forma independente, afirmando: \"Tirar a capacidade de escrever por si pr\u00f3prio \u00e9 tirar a capacidade de pensar por si pr\u00f3prio\".<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A rea\u00e7\u00e3o espalhou-se rapidamente nas redes sociais e em artigos de opini\u00e3o, com muitos a expressarem o seu rep\u00fadio pela ideia de as crian\u00e7as serem encorajadas a confiar na IA para tarefas tradicionalmente vistas como oportunidades de crescimento pessoal e desenvolvimento emocional.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A Google acabou por se sentir compelida a intervir na cacofonia, uma vez que um porta-voz anunciou: \"Embora o an\u00fancio tenha sido bem testado antes de ir para o ar, tendo em conta as reac\u00e7\u00f5es, decidimos retirar gradualmente o an\u00fancio da nossa rota\u00e7\u00e3o dos Jogos Ol\u00edmpicos\".\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Mais tarde, a Google tentou clarificar a sua posi\u00e7\u00e3o relativamente \u00e0 IA e \u00e0 criatividade, <\/span><a href=\"https:\/\/adage.com\/article\/special-report-olympics\/google-pulls-olympics-ai-ad-dear-sydney\/2573496\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">afirmando \u00e0 Ad Age<\/span><\/a><span style=\"font-weight: 400;\">,\u00a0<\/span><span style=\"font-weight: 400;\">\"Acreditamos que a IA pode ser uma \u00f3ptima ferramenta para melhorar a criatividade humana, mas nunca a poder\u00e1 substituir.\"<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\"O nosso objetivo era criar uma hist\u00f3ria aut\u00eantica que celebrasse a Equipa dos EUA. Apresenta uma entusiasta das pistas de atletismo da vida real e o seu pai, e pretende mostrar como a aplica\u00e7\u00e3o Gemini pode ser um ponto de partida, um ponto de partida para o pensamento ou um rascunho inicial para quem procura ideias para a sua escrita.\"<\/span><\/p>\n<p><span style=\"font-weight: 400;\">N\u00e3o se iludam - esta \u00e9 uma m\u00e1 reviravolta para a Google, pois n\u00e3o \u00e9 o \u00fanico produto de IA que retiraram este ano. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">O gerador de imagens do Gemini tamb\u00e9m foi <\/span><a href=\"https:\/\/dailyai.com\/pt\/2024\/02\/google-pulls-geminis-image-generator-feature-after-controversial-results\/\"><span style=\"font-weight: 400;\">temporariamente encerrado<\/span><\/a><span style=\"font-weight: 400;\"> depois de os utilizadores terem descoberto que produzia fotografias hist\u00f3ricas perturbadoramente imprecisas, como vikings negros ou papas asi\u00e1ticos. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ainda n\u00e3o h\u00e1 muito tempo, a Experi\u00eancia Generativa de Pesquisa da Google - que combina a IA generativa com a Pesquisa Google - apresentava resultados absurdos, como encorajar as pessoas a olhar para o Sol.\u00a0<\/span><\/p>\n<blockquote class=\"twitter-tweet\">\n<p dir=\"ltr\" lang=\"en\">Fixe <a href=\"https:\/\/t.co\/DsQQ1bC6A9\">pic.twitter.com\/DsQQQ1bC6A9<\/a><\/p>\n<p>- Michael Ballaban (@Ballaban) <a href=\"https:\/\/twitter.com\/Ballaban\/status\/1793996716959846495?ref_src=twsrc%5Etfw\">24 de maio de 2024<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<p><span style=\"font-weight: 400;\">O momento e a coloca\u00e7\u00e3o do an\u00fancio contribuem para aumentar a controv\u00e9rsia. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">A Google \u00e9 um dos principais patrocinadores dos Jogos Ol\u00edmpicos, contribuindo para o que a NBC Universal prev\u00ea ser mais de $1,25 mil milh\u00f5es de euros de receitas totais dos Jogos de Paris.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A decis\u00e3o de retirar um an\u00fancio de t\u00e3o grande visibilidade durante um grande evento desportivo mostra que a Google provavelmente sabe que est\u00e1 a pisar gelo fino.<\/span><\/p>\n<h2>Isto recorda-nos que a IA generativa ainda \u00e9 jovem<\/h2>\n<p><span style=\"font-weight: 400;\">Isto faz parte de uma hist\u00f3ria maior: as pessoas desconfiam da IA generativa apesar de a utilizarem regularmente, muitas vezes todos os dias.\u00a0<\/span><\/p>\n<p><a href=\"https:\/\/dailyai.com\/pt\/2024\/03\/the-dissonance-of-generative-ais-growing-distrust-and-rising-usership\/\"><span style=\"font-weight: 400;\">Os estudos mostram<\/span><\/a><span style=\"font-weight: 400;\"> que a confian\u00e7a nas tecnologias de IA est\u00e1 a diminuir devido \u00e0 IA generativa, mas os utilizadores est\u00e3o a aumentar \u00e0 medida que as pessoas utilizam ferramentas de IA generativa na sua vida quotidiana. Cerca de uma em cada seis pessoas em pa\u00edses tecnologicamente avan\u00e7ados utiliza ferramentas de IA diariamente.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ent\u00e3o, porque \u00e9 que as pessoas est\u00e3o a ficar com medo da IA generativa? <\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00c9 uma mistura de coisas. As pessoas est\u00e3o preocupadas com a sua privacidade, receiam que a IA possa tornar as compet\u00eancias humanas menos valiosas e n\u00e3o t\u00eam a certeza de que estas ferramentas tenham sido suficientemente testadas.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A pol\u00e9mica dos an\u00fancios da Google \u00e9 um microcosmo desta tend\u00eancia. \u00c9 dif\u00edcil resistir \u00e0 IA generativa, mas isso n\u00e3o significa que a sociedade esteja pronta para a aceitar em todas as suas formas.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A substitui\u00e7\u00e3o dos esfor\u00e7os emocionais e criativos pela IA \u00e9 exatamente o tipo de coisa que faz com que as pessoas se perguntem se estamos a deixar a IA entrar demasiado na nossa vida pessoal.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A parte complicada \u00e9 que a IA est\u00e1 a desenvolver-se a uma velocidade vertiginosa. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Empresas como a Google est\u00e3o a tentar mostrar o que a sua tecnologia pode fazer, mas est\u00e3o a deparar-se com estas preocupa\u00e7\u00f5es muito humanas sobre o papel que a IA deve desempenhar nas nossas vidas.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Comercializar produtos de IA e, ao mesmo tempo, conquistar a confian\u00e7a do p\u00fablico \u00e9 um desafio bastante singular que as empresas ainda n\u00e3o conseguiram vencer.\u00a0<\/span><\/p>","protected":false},"excerpt":{"rendered":"<p>A Google decidiu retirar o an\u00fancio \"Dear Sydney\" para o Gemini da cobertura da NBC dos Jogos Ol\u00edmpicos de Paris de 2024.  O an\u00fancio tinha como objetivo comercializar as ferramentas de IA generativa da Google mas, em vez disso, criou um debate aceso sobre se tais utiliza\u00e7\u00f5es de IA s\u00e3o encoraj\u00e1veis ou, de facto, aceites pela sociedade.  O controverso an\u00fancio \"Dear Sydney\" mostrava um pai a utilizar a IA Gemini da Google para ajudar a sua filha a escrever uma carta ao seu \u00eddolo, a estrela ol\u00edmpica do atletismo Sydney McLaughlin-Levrone.  No an\u00fancio, o pai diz: \"Sou muito bom com as palavras, mas isto tem de ficar bem feito\", antes de recorrer \u00e0 IA para<\/p>","protected":false},"author":2,"featured_media":13680,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[88],"tags":[102],"class_list":["post-13679","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ethics","tag-google"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Google pulls controversial AI ad from Olympics coverage amid backlash | DailyAI<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/dailyai.com\/pt\/2024\/08\/google-pulls-controversial-ai-ad-from-olympics-coverage-amid-backlash\/\" \/>\n<meta property=\"og:locale\" content=\"pt_PT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Google pulls controversial AI ad from Olympics coverage amid backlash | DailyAI\" \/>\n<meta property=\"og:description\" content=\"Google has decided to remove its &#8220;Dear Sydney&#8221; advert for Gemini from NBC&#8217;s coverage of the 2024 Paris Olympics.\u00a0 The ad aimed to market Google\u2019s generative AI tools but instead created a heated debate about whether such AI uses are encouragable or, indeed, accepted by society at all.\u00a0 The controversial &#8220;Dear Sydney&#8221; ad featured a father using Google&#8217;s Gemini AI to help his young daughter write a letter to her idol, Olympic track star Sydney McLaughlin-Levrone.\u00a0 In the commercial, the father says, &#8220;I&#8217;m pretty good with words, but this has to be just right,&#8221; before turning to the AI for\" \/>\n<meta property=\"og:url\" content=\"https:\/\/dailyai.com\/pt\/2024\/08\/google-pulls-controversial-ai-ad-from-olympics-coverage-amid-backlash\/\" \/>\n<meta property=\"og:site_name\" content=\"DailyAI\" \/>\n<meta property=\"article:published_time\" content=\"2024-08-02T19:47:58+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-08-03T14:56:27+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/dailyai.com\/wp-content\/uploads\/2024\/08\/DALL\u00b7E-2024-08-02-20.45.13-A-high-quality-landscape-image-depicting-a-television-screen-showing-Olympic-coverage-with-a-controversial-AI-ad-playing-with-a-big-red-cross-across.webp\" \/>\n\t<meta property=\"og:image:width\" content=\"1792\" \/>\n\t<meta property=\"og:image:height\" content=\"1024\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/webp\" \/>\n<meta name=\"author\" content=\"Sam Jeans\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@DailyAIOfficial\" \/>\n<meta name=\"twitter:site\" content=\"@DailyAIOfficial\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Sam Jeans\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tempo estimado de leitura\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"NewsArticle\",\"@id\":\"https:\\\/\\\/dailyai.com\\\/2024\\\/08\\\/google-pulls-controversial-ai-ad-from-olympics-coverage-amid-backlash\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/dailyai.com\\\/2024\\\/08\\\/google-pulls-controversial-ai-ad-from-olympics-coverage-amid-backlash\\\/\"},\"author\":{\"name\":\"Sam Jeans\",\"@id\":\"https:\\\/\\\/dailyai.com\\\/#\\\/schema\\\/person\\\/711e81f945549438e8bbc579efdeb3c9\"},\"headline\":\"Google pulls controversial AI ad from Olympics coverage amid backlash\",\"datePublished\":\"2024-08-02T19:47:58+00:00\",\"dateModified\":\"2024-08-03T14:56:27+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/dailyai.com\\\/2024\\\/08\\\/google-pulls-controversial-ai-ad-from-olympics-coverage-amid-backlash\\\/\"},\"wordCount\":810,\"publisher\":{\"@id\":\"https:\\\/\\\/dailyai.com\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/dailyai.com\\\/2024\\\/08\\\/google-pulls-controversial-ai-ad-from-olympics-coverage-amid-backlash\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/dailyai.com\\\/wp-content\\\/uploads\\\/2024\\\/08\\\/DALL\u00b7E-2024-08-02-20.45.13-A-high-quality-landscape-image-depicting-a-television-screen-showing-Olympic-coverage-with-a-controversial-AI-ad-playing-with-a-big-red-cross-across.webp\",\"keywords\":[\"Google\"],\"articleSection\":[\"Ethics &amp; 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