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Beware of botshit: How to manage the epistemic risks of generative chatbots

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  • Hannigan, Timothy R.
  • McCarthy, Ian P.
  • Spicer, André

Abstract

Advances in large language model (LLM) technology enable chatbots to generate and analyze content for our work. Generative chatbots do this work by predicting responses rather than knowing the meaning of their responses. In other words, chatbots can produce coherent-sounding but inaccurate or fabricated content, referred to as hallucinations. When humans uncritically use this untruthful content, it becomes what we call botshit. This article focuses on how to use chatbots for content generation work while mitigating the epistemic (i.e., the process of producing knowledge) risks associated with botshit. Drawing on risk management research, we introduce a typology framework that orients how chatbots can be used based on two dimensions: response veracity verifiability and response veracity importance. The framework identifies four modes of chatbot work (authenticated, autonomous, automated, and augmented) with a botshit-related risk (ignorance, miscalibration, routinization, and black boxing). We describe and illustrate each mode and offer advice to help chatbot users guard against the botshit risks that come with each mode.

Suggested Citation

  • Hannigan, Timothy R. & McCarthy, Ian P. & Spicer, André, 2024. "Beware of botshit: How to manage the epistemic risks of generative chatbots," Business Horizons, Elsevier, vol. 67(5), pages 471-486.
  • Handle: RePEc:eee:bushor:v:67:y:2024:i:5:p:471-486
    DOI: 10.1016/j.bushor.2024.03.001
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    Cited by:

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    2. Berthon, Pierre & Yalcin, Taylan & Pehlivan, Ekin & Rabinovich, Tamara, 2024. "Trajectories of AI technologies: Insights for managers," Business Horizons, Elsevier, vol. 67(5), pages 461-470.
    3. Ramaul, Laavanya & Ritala, Paavo & Ruokonen, Mika, 2024. "Creational and conversational AI affordances: How the new breed of chatbots is revolutionizing knowledge industries," Business Horizons, Elsevier, vol. 67(5), pages 615-627.
    4. Osadchaya, Elena & Marder, Ben & Yule, Jennifer A. & Yau, Amy & Lavertu, Laura & Stylos, Nikolaos & Oliver, Sebastian & Angell, Rob & Regt, Anouk de & Gao, Liyu & Qi, Kang & Zhang, Will Zhiyuan & Zhan, 2024. "To ChatGPT, or not to ChatGPT: Navigating the paradoxes of generative AI in the advertising industry," Business Horizons, Elsevier, vol. 67(5), pages 571-581.
    5. Hashmi, Nada & Bal, Anjali S., 2024. "Generative AI in higher education and beyond," Business Horizons, Elsevier, vol. 67(5), pages 607-614.
    6. Brewer, Jordan & Patel, Dhru & Kim, Dennie & Murray, Alex, 2024. "Navigating the challenges of generative technologies: Proposing the integration of artificial intelligence and blockchain," Business Horizons, Elsevier, vol. 67(5), pages 525-535.
    7. Abdelhalim, Esraa & Anazodo, Kemi Salawu & Gali, Nazha & Robson, Karen, 2024. "A framework of diversity, equity, and inclusion safeguards for chatbots," Business Horizons, Elsevier, vol. 67(5), pages 487-498.
    8. Retkowsky, Jana & Hafermalz, Ella & Huysman, Marleen, 2024. "Managing a ChatGPT-empowered workforce: Understanding its affordances and side effects," Business Horizons, Elsevier, vol. 67(5), pages 511-523.
    9. Feng, Cai (Mitsu) & Botha, Elsamari & Pitt, Leyland, 2024. "From HAL to GenAI: Optimizing chatbot impacts with CARE," Business Horizons, Elsevier, vol. 67(5), pages 537-548.
    10. Cui, Yuanyuan (Gina) & van Esch, Patrick & Phelan, Steven, 2024. "How to build a competitive advantage for your brand using generative AI," Business Horizons, Elsevier, vol. 67(5), pages 583-594.
    11. Sundberg, Leif & Holmström, Jonny, 2024. "Innovating by prompting: How to facilitate innovation in the age of generative AI," Business Horizons, Elsevier, vol. 67(5), pages 561-570.

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