# AI attacks · Consumer Trends 2024 · Zorraquino
> Artificial intelligence finds its place in everyday life.
URL: https://www.zorraquino.com/en/trends/consumer-trends-2024/ai-attacks

![AI attacks: Artificial intelligence finds its place in everyday life.](https://cdn.sanity.io/images/0w1142l8/production/6ec2e5c2724fcf10c6407ee6ec278d643198defe-1920x1439.webp/ai-attacks-artificial-intelligence-finds-its-place-in-everyday-life.webp?w=1600&fit=max&auto=format&q=85)

Trend 03

# AI attacks

1. [Consumer Trends 2024Home](https://www.zorraquino.com/en/trends/consumer-trends-2024)
2. [Trend 01Beyond god](https://www.zorraquino.com/en/trends/consumer-trends-2024/beyond-god)
3. [Trend 02Impact thrice](https://www.zorraquino.com/en/trends/consumer-trends-2024/impact-thrice)
4. [Trend 03AI attacks](https://www.zorraquino.com/en/trends/consumer-trends-2024/ai-attacks)
5. [Trend 04Textile exodus](https://www.zorraquino.com/en/trends/consumer-trends-2024/textile-exodus)
6. [Trend 05Complex disparity](https://www.zorraquino.com/en/trends/consumer-trends-2024/complex-disparity)
7. [Trend 06Muscles as success](https://www.zorraquino.com/en/trends/consumer-trends-2024/muscles-as-success)
8. [Trend 07Extra payments](https://www.zorraquino.com/en/trends/consumer-trends-2024/extra-payments)
9. [Trend 08Jumping stages](https://www.zorraquino.com/en/trends/consumer-trends-2024/jumping-stages)
10. [Trend 09Lusty food](https://www.zorraquino.com/en/trends/consumer-trends-2024/lusty-food)
11. [Trend 10Secret tourism](https://www.zorraquino.com/en/trends/consumer-trends-2024/secret-tourism)

AI attacks

Artificial intelligence finds its place in everyday life.

Trend axes

- Ethic & bias
- Automation
- Legal liability
- AI Generative

Some figures

+100M

Million users that ChatGPT gained in just two months, a record figure ahead of platforms such as Instagram or TikTok.

80%

Percentage of the working population’s work that artificial intelligence will affect, according to a report by the tech company OpenAI, creator of ChatGPT.

40%

Amount by which the productivity of the global economy could increase with the use of artificial intelligence, according to data from the consultancy Accenture.

+€1,400M

Investment that the artificial intelligence market is expected to reach in 2025, according to the International Data Corporation (IDC).

## Humanising artificial intelligence

That artificial intelligence is emerging as an unstoppable force is now a tangible fact in more and more aspects of what we have known as reality until now. In this sense, experts’ warnings about its impact are constant and, far from pausing its development, they agree on the urgency of global management of this technological frontier, which is no longer so unknown.

The ability to imitate human intelligence and perform complex tasks has found its way into every corner of our lives. AI is transforming our capacity for interaction and interactions themselves, and is reshaping patterns of work and socialising. A dizzying advance that raises profound questions and ethical challenges; AI is pushing us towards a new way of existing.

Here, the balance between caution and progress becomes crucial. Establishing solid ethical frameworks, guaranteeing transparency and accountability, and continuously monitoring the influence of artificial intelligence are essential on this journey into the unknown.

At the crossroads of its reach, there are questions that are still hard to answer. The challenge undoubtedly goes beyond technology and becomes a geopolitical issue. Ultimately, however, its impact will depend on consumers.

We can embrace this technology with wisdom and common sense, taking advantage of its benefits, or choose to jump on board without weighing the consequences.

Betting on the most human side of artificial intelligence, with the right commitment and the ability to use it responsibly, will pave the way towards a future where humans and technology coexist, taking society to new heights of innovation and disruption.

Expert view

![Juncal Alonso: Director of AI for Good at OdiseIA](https://cdn.sanity.io/images/0w1142l8/production/b33164b8ffaa88eaeb7a5365434f342e3be538d4-900x1210.webp/juncal-alonso-director-of-ai-for-good-at-odiseia.webp?w=1600&fit=max&auto=format&q=85)

### Juncal Alonso

Director of AI for Good at OdiseIA

AI for Good

Artificial Intelligence (AI) has grown exponentially in recent decades, becoming a tool with great potential for positive impact in fighting loneliness, curbing the food crisis, improving the diagnosis and treatment of diseases or predicting natural disasters, among many other areas.

The convergence of powerful algorithms, advanced computing capacity and the availability of large volumes of data has allowed AI to solve complex problems in sustainability and humanitarian aid with an effectiveness and scalability that are hard to match.

Despite its potential, AI faces various challenges. Although another AI winter seems unlikely, unequal access to technology and distrust could leave various sections of the population out of its benefits. Made worse by the fact that the third sector, traditionally the leader of initiatives for social good, tends to lag behind in technological innovation.

To address these challenges, it is necessary to encourage collaboration between governments, NGOs, companies and academia to promote inclusive AI, ensuring that technologies reach every community and adapt to their needs. Some keys:

1\. From hype to reality: not every problem has its ideal solution in AI. In AI for social good, the first steps could be in the following areas. a) There is no AI without data: a prior analysis of the quantity and quality of the information to be analysed is essential to assess the reliability and impact of the results returned by AI. The third sector must ensure the efficient collection and handling of data in order to benefit from the advantages of AI now and in the future. b) Internal agility and efficiency: applying AI to administration and internal processes can have a greater positive impact on optimising resources than applying it directly to the causes that different organisations champion.

2\. Protecting rights: it is essential to establish solid regulatory frameworks that protect people’s privacy and rights and that consider ethical issues related to automated decision-making and algorithmic bias. In humanitarian aid, where the work is with especially vulnerable populations, it is key to promote transparency and accountability in the development and use of AI algorithms.

3\. Training and talent: investing in training programmes and promoting collaboration between AI experts and specialists in climate change, conservation, education and so on is key to developing effective and ethical solutions. Initiatives for the common good cannot and must not be left out of technological development.

AI can play a fundamental role in building a more sustainable and fairer future for everyone, as long as we keep in mind that this is its purpose and work to achieve it.

## Cases

01 / 05

Zorraquino spotlights

1. 01  
AI has reached levels of quality that make it hard to tell content generated by humans from content produced by algorithms, fuelling disinformation.
2. 02  
Generative AI will be part of our daily lives, built into all our processes, not only at work or in education, but also in leisure and personal lifestyle.
3. 03  
Combining artificial intelligence with human common sense opens new paths towards innovation and coexistence, enabling sustainable and fair social progress.

Zorraquino playlist

- Now and thenThe Beatles · 2023
- heart on my sleeveghostwriter · 2023
- Inteligencia artificialLu Demie · 2023

[See the whole playlist](https://www.zorraquino.com/en/trends/consumer-trends-2024/playlist)[Listen on Spotify](https://open.spotify.com/playlist/0UmKqdqLcue96kV7sI2Cde)

## More on the trend

### References

- [El arte cobra vida de forma literal en este spot de Coca Cola](https://graffica.info/el-arte-cobra-vida-de-forma-literal-en-este-spot-de-coca-cola/)
- [El laboratorio de United Unkown: 48 horas y cerca de 600 fotos para fabricar tres imágenes imposibles](https://www.elmundo.es/papel/futuro/2023/04/03/642b1578e4d4d8ec158b45bc.html)
- [Paragraphica, la cámara sin lentes que hace fotos usando datos de localización y Stable Diffusion](https://computerhoy.com/tecnologia/paragraphica-camara-sin-lentes-fotos-inteligencia-artificial-generativa-stable-diffusion-1253774)
- [Meet the world’s first ai underwater security camera designed for swimming pool safety](https://www.yankodesign.com/2023/08/05/meet-the-worlds-first-ai-underwater-security-camera-designed-for-swimming-pool-safety/)
- [‘Sounds of the city’, el proyecto de Vespa que te lleva de viaje musical en moto](https://los40.com/2023/06/17/sounds-of-the-city-el-proyecto-de-vespa-que-te-lleva-de-viaje-musical-en-moto/)
- [ChatGPT bate el récord de crecimiento más rápido de usuarios en la historia](https://www.forbes.com.mx/chatgpt-bate-el-record-de-crecimiento-mas-rapido-de-usuarios-en-la-historia/)
- [La Inteligencia Artificial afectará al trabajo del 80 % de la población activa](https://es.euronews.com/next/2023/03/24/la-inteligencia-artificial-afectara-al-trabajo-del-80-de-la-poblacion-activa)
- [El desafío de la inteligencia artificial generativa: las cifras detrás de una industria que no para de crecer](https://www.newtral.es/inteligencia-artificial-generativa/20230417/)
- [120+ Estadísticas De IA: Cómo Cambiará El Juego En 2023 Y Más Allá](https://marketsplash.com/es/estadisticas-ai/#:~:text=Para%202035%2C%20la%20IA%20podr%C3%ADa,mundial%20hasta%20en%20un%2040%25.&text=La%20IA%20podr%C3%ADa%20producir%2015,la%20econom%C3%ADa%20mundial%20en%202030)
- [Inteligencia Artificial como palanca de generación de valor. Madurez del mercado en España](https://cdn.plainconcepts.com/wp-content/uploads/2022/03/Informe-Inteligencia-Artificial-2022.pdf)
- [Project December](https://projectdecember.net/)
- [Mylo lifeguarding tech uses AI to watch over swimmers in pools](https://newatlas.com/around-the-home/mylo-ai-swimming-pool-lifeguard/)
- [Pause Giant AI Experiments: An Open Letter](https://futureoflife.org/open-letter/pause-giant-ai-experiments/)
- [El pulso doble de la inteligencia artificial](https://elpais.com/opinion/2023-09-22/el-pulso-doble-de-la-inteligencia-artificial.html?rel=buscador%5Fnoticias)
- [Invertir (con valores) en inteligencia artificial](https://cincodias.elpais.com/opinion/2023-09-09/invertir-con-valores-en-inteligencia-artificial.html?rel=buscador%5Fnoticias)
- [Ética para controlar el caos de la inteligencia artificial](https://www.eldebate.com/tecnologia/20230603/etica%5F118353.html)
- [El fin de la hoja en blanco: avances en la “frontera escarpada” de la creatividad y la inteligencia artificial generativa](https://www.lanacion.com.ar/economia/el-fin-de-la-hoja-en-blanco-avances-en-la-frontera-escarpada-de-la-creatividad-y-la-inteligencia-nid01102023/)
- [La verdadera amenaza de la inteligencia artificial generativa](https://telos.fundaciontelefonica.com/la-cofa/la-verdadera-amenaza-de-la-inteligencia-artificial-generativa/)
- [El "reportaje alternativo" (y totalmente falso) de United Unknown sobre el encuentro entre Sánchez y Biden](https://www.publico.es/tremending/2023/05/15/el-reportaje-alternativo-y-totalmente-falso-de-united-unknown-sobre-el-encuentro-entre-sanchez-y-biden/)
- [El nuevo reality de Netflix está hecho con inteligencia artificial (y no notarás la diferencia)](https://www.revistagq.com/articulo/nuevo-reality-netflix-inteligencia-artificial)
- [El arte cobra vida de forma literal en este spot de Coca Cola](https://graffica.info/el-arte-cobra-vida-de-forma-literal-en-este-spot-de-coca-cola/)
- [AI app turns photos into poetry](https://apps.apple.com/de/app/pamera-the-poem-camera/id6451156924)
- [Spotify lanza una útil función que permitirá traducir en tiempo real los podcast](https://cincodias.elpais.com/cincodias/2023/09/26/lifestyle/1695724859%5F882236.html?rel=buscador%5Fnoticias)
- [Tom Hanks pone el grito en el cielo por un spot generado con IA que usó su imagen sin su consentimiento](https://www.marketingdirecto.com/marketing-general/publicidad/tom-hanks-denuncia-deepfake-consentimiento)
- [¿Qué está pasando con la huelga de Hollywood y la inteligencia artificial? Intérpretes y guionistas temen que esta tecnología precarice su trabajo](https://maldita.es/malditatecnologia/20230808/huelga-hollywood-ia-interpretes-guionistas/)
- [Nace la gigantesca esfera de Las Vegas, Made in Zaragoza](https://elpais.com/espana/2023-09-30/nace-la-gigantesca-esfera-de-las-vegas-made-in-zaragoza.html)
- [La industria musical, amenazada por la inteligencia artificial: la canción viral de 'Drake' y 'The Weeknd' que Spotify ha eliminado](https://www.antena3.com/noticias/sociedad/industria-musical-amenazada-inteligencia-artificial-cancion-viral-drake-the-weeknd-que-spotify-eliminado%5F20230511645c773aea319400017508ec.html)
- [La Inteligencia Artificial y la cebolla de Szymborska](https://elpais.com/opinion/2023-08-27/la-inteligencia-artificial-y-la-cebolla-de-szymborska.html?rel=buscador%5Fnoticias)
- [AI-powered smart bathtub ensures your bath time is hassle-free & rejuvenating with least manual effort](https://www.yankodesign.com/2023/09/06/ai-powered-smart-bathtub-ensures-your-bath-time-is-hassle-free-rejuvenating-with-least-manual-effort/)
- [Promptac toolkit lets users modify AI designs with hand gestures and real-world materials](https://www.dezeen.com/2023/08/11/promptac-toolkit-ai-digital-design-zhaodi-feng-aitopia/)
- [AI Pin es uno más en la carrera de remplazar al móvil tradicional. El problema es que nadie sabe cuál es la meta](https://www.xataka.com/componentes/ai-pin-uno-carrera-remplazar-al-movil-tradicional-problema-que-nadie-sabe-cual-meta)

Pages 78–105 of the report

[![Textile exodus: Fashion sets off on a one-way journey towards sustainability and circularity.](https://cdn.sanity.io/images/0w1142l8/production/fa49359c7cda03659b7aa61fcc9e90b66f2d7cfa-1920x1439.webp/textile-exodus-fashion-sets-off-on-a-one-way-journey-towards-sustainability-and.webp?w=1600&fit=max&auto=format&q=85)](https://www.zorraquino.com/en/trends/consumer-trends-2024/textile-exodus)

Next trend · 04

[Textile exodus](https://www.zorraquino.com/en/trends/consumer-trends-2024/textile-exodus)