Adobe India managing director Prativa Mohapatra on Friday said the company prioritises review of its AI ethics committee before going ahead with product development.
This is done to ensure that whatever innovative technology Adobe is developing must be free from any kind of AI biasness, while ensuring inclusivity for everyone.
“We actually have an AI ethics committee, which starts before the products are developed. The committee will question what is the intent of this product development, the digitisation company is intending to do, where the technology will be used and if it is inclusive or not,” Mohapatra said at the CII Global Economic Policy Forum.
“We create a lot of stuff around, images around documents, so the entire innovation of such product is governed by the ethics teams. They ensure that whatever we do around new content generation is not biased,” Mohapatra added.
Comments from Mohapatra assume significance at a time when countries including India are being challenged by the systematic bias of new AI technologies especially in generative AI. This biasness of AI platforms in a way leads to misinformation and harm vulnerable groups.
Lately, amid a rise in cases of deepfakes, the government is considering to amend IT rules to ensure accountability and the safety and trust of users. Simultaneously, the government is also working on the Digital India Bill to address the AI issues in detail.
Apart from AI ethics, Mohapatra also highlighted how organisations are rapidly adopting digitisation.
“Three decades back when we were adopting technology, it was more about automating some processes or digitising some processes. From that to today, the same companies want digital, as a revenue generator,” Mohapatra added.
Recently, Adobe acquired Bengaluru-based AI-powered video creation platform Rephrase.ai, marking its first acquisition in the Indian startup ecosystem as well as generative AI.
Rephrase.ai uses generative AI to convert text to video. The company’s software is being used by influencers and video creators to build digital avatars as well as form video content.
With the acquisition, Adobe will be able to provide AI-powered video content tools to its customers.
