AI yai yai: As with all new technologies, AI art presents opportunities for misinformation and disinformation.
- Take Runway’s AI Magic Tool, for example, which allows users to type text and alter existing images. Tech journalist Ryan Broderick wrote of the mechanism, “I’ve definitely reached a point with AI tools where I’m now having to actively suppress my anxiety about what this stuff can do.”
- And it’s not just about sinister deepfakes. AI can alter perceptions of reality simply by making every photo look good, presenting a digital world where everything appears amazing and ugliness does not and has never existed.
Is that new? No. Digital and physical media have always been altered. But now it can happen faster and more often.
- On sites where everyone from politicians to platform owners are sharing misinformation, that creates liability for advertisers’ brand safety.
What should advertisers take away from this? AI is here to stay.
- Tech writer Brian Morrissey described the future of AI in The Rebooting, saying, “In the best scenario, we will become super-empowered and even more barriers to media creation will be eliminated. In the worst case, we’ll have bots writing for bots, monetized by bots.”
- “The laborious work of digital merchandising will be fundamentally changed by AI,” writes media executive Troy Young in People vs. Algorithms. “AI will write a chapter where media targeting and optimization decisions disappear behind the algorithm.”
- As for potential dangers of AI progress, IBM’s chief scientist Grady Booch put it this way, according to Big Technology: “Much like nuclear weapons, the cat is out of the bag.” That’s reassuring.
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