Not so “Wicked”: how to maintain authenticity in the age of AI

I recently had the chance to watch “Wicked,” the film adaptation of the acclaimed Broadway musical. Directed by Jon M. Chu, the film is the first part of a story that explores the characters' origins before the events of “The Wizard of Oz”.

While the 1939 classic chronicles Dorothy's enchanting adventure, the new film delves into the complex social and political dynamics of Oz, questioning the traditional vision of good versus bad.

Among the central characters appearing in both films is Oscar Zoroaster Phadrig Isaac Norman Henkle Emmanuel Ambroise Diggs, better known as the Wizard of Oz. In L. Frank Baum's book, published in 1900, he is portrayed as a powerful and enigmatic ruler of the Emerald City, who Dorothy turns to for help in returning home.

However, his aura of power is shattered when we discover that he is just a country circus magician, who uses tricks to create an illusion of authority. This revelation addresses themes such as deception and self-discovery, which are extremely pertinent to current discussions about artificial intelligence and its impact on human creativity.

WHAT DOES AI HAVE TO DO WITH IT?

The magician's use of illusions bears an interesting similarity to the way we trust AI today. Recently, while preparing a presentation, I used ChatGPT to organize my thoughts. The generated text was cohesive and impressive, but it wasn't actually mine.

It was as if I was also using a magic trick: artificial intelligence quickly transformed my thoughts into compelling content, but it was missing something essential – authenticity. This made me question: can we still be considered thought leaders when we rely on AI to shape our ideas?

Just as the character used elaborate machinery to exercise his authority, artificial intelligence increases our capacity for communication and creativity, but at the expense of our essence.

What happens when the metaphorical curtain is pulled back and our real abilities, without the refinement of AI, are exposed? Although it produces impressive results, the real magic happens when we use it as a tool to enhance who we are, rather than hiding behind it.

This reflection points to a greater cultural change. Just as Dorothy and her friends in “The Wizard of Oz” discovered inner strengths, perhaps the true potential of artificial intelligence lies in helping us unlock and enhance our own capabilities. By recognizing AI as a helper, not a replacement, we can balance efficiency with authenticity.

THE IMPORTANCE OF TRANSPARENCY

Incorporating artificial intelligence into the creative process requires a balance between efficiency and authenticity. Although technology makes processes more agile, transparency is fundamental. According to Getty Imagesalmost 90% of consumers value transparency regarding the use of AI-generated content, which highlights the importance of trust in the digital age.

Furthermore, artificial intelligence raises ethical issues – such as copyright and originality – that need to be resolved to ensure its responsible use. The lack of legal clarity regarding this technology may even discourage its adoption, especially by companies concerned about legal risks.

Artificial intelligence increases our communication and creativity capacity, but at the expense of our essence.

The journey of the Wizard of Oz serves as a metaphor for our relationship with AI. Just as his facade was unmasked, revealing who he really was, dependence on artificial intelligence must not cloud our essence or harm our creativity. By embracing her as a partner, we expand our capabilities without losing sight of our individuality.

This comparison also reinforces the responsibility we have when introducing new technologies. AI can democratize access to knowledge, but this requires discernment: knowing when to use it and when to prioritize our own voice. By finding this balance, we innovate without losing our humanity.

Just like a magician's tricks, artificial intelligence has immense transformative potential. But it must be used ethically and transparently, amplifying our ingenuity without diminishing it. Only when we step out from behind the curtain and view AI as a tool can we build a culture of authenticity and trust in the digital age.

---

ABOUT THE AUTHOR

R. Vann Graves is executive director of VCU Brandcenter, a master's degree program in advertising, branding and creative problem solving. find out more

---