Generative Artificial Intelligence: Advances, Regulations, and Social Challenges for the Future of Decision-Making

At a time when generative artificial intelligence (Generative AI) is transforming multiple sectors, debates around its regulation and impacts on society and decision-making are becoming increasingly urgent. The 6th Meeting of Latam PR, the leading network of communication agencies in Latin America, brought together leading specialists in the field to analyse the advances and challenges of this technology in the region.
Alejandra Lagunes, an AI consultant and participant in the meeting, highlighted the ability of generative AI to accelerate creative processes, improve operational efficiency and facilitate large-scale data analysis in various industries, from healthcare to finance. ‘Generative AI is a powerful tool that opens up enormous opportunities, but it also imposes crucial responsibilities. Transparency and regulation are essential to ensure ethical and beneficial use,’ Lagunes said.
With generative AI, organisations can automate decisions in key areas, from marketing to customer service. However, the impact of this technology goes far beyond business benefits. As decisions become increasingly automated, questions arise about ethics, accountability and the human role in the process. The implementation of appropriate regulations, which protect both businesses and end-users, is critical to avoid potential risks of bias and ensure fairness in outcomes.
One of the biggest challenges is to address issues related to this tool, such as data privacy, transparency of algorithms and the risk of exclusion. In Latin American countries, the implementation of these technologies also faces specific obstacles, such as technological and infrastructure gaps.
The 6th Latam PR Meeting underlined the importance of collaboration between governments, companies and civil society to develop regulatory frameworks that foster innovation without neglecting ethical principles. Specialists agreed that Latin America has the opportunity to learn from the experiences of other regions and adapt global best practices to its cultural and economic particularities.
The advance of generative AI opens new doors to development, but requires deep reflection and regulations in line with the times. As Alejandra Lagunes mentioned in her participation, ‘Artificial intelligence should not only focus on maximising benefits, but also on contributing to a fairer and more equitable society’.