How to recognise AI-generated content
The rise of Artificial Intelligence (AI) has given the ability to create realistic, absorbing but potentially deceptive content to millions of users.
During the UK election campaign, a spokesperson for the Reform UK party had to confirm a video of leader Nigel Farage blowing up then-Prime Minister Rishi Sunak’s house on the video game Minecraft was in fact, a well-created deepfake. A humorous example with no lasting effects, but a microcosm of a growing problem. How do we know what is real and what is fake?
The way we interact with content has accelerated this further; quick clips, constant updates, and competing social media channels mean we are less likely to view content through a critical lens. We do not have the time to assess whether the five second video which briefly entered our consciousness was accurate, credible, genuine, or authentic. At the heart of the debate around AI-generated content is the issue of deception.
What is the impact of AI-generated content?
The influence of AI-generated content spans various domains, and its impact is becoming impossible to overlook. In the political world, for example, AI-driven misinformation and deepfake videos have the unsettling potential to influence public opinion, disrupt elections, and undermine trust in democratic institutions. While we haven’t yet seen this fully play out, the increasing sophistication of these videos means the risks are only growing.
In the realm of cybercrime, the challenges are equally concerning. Deepfake technology, once just a novelty, is now being used for identity theft, phishing scams, and complex fraud. The ease with which malicious actors can impersonate individuals not only threatens reputations but can also endanger lives through extortion and deception.
On the business front, companies are facing the ethical dilemmas of engaging with AI-generated content. Whether it’s in marketing or customer interactions, these synthetic media raise important questions about transparency, consent, and maintaining trust. Businesses are finding themselves navigating the fine line between innovation and ethical responsibility.
Tips to recognise AI-generated content
Why is this important? Ensuring that only authentic and verified content is associated with your brand is key to mitigating reputational risks and safeguarding your organisation from potential threats. Accurately identifying deepfakes and other synthetic media not only protects your brand’s integrity but also bolsters your overall security posture.
- Stay informed: Keep up with the latest in AI technology and familiarise yourself with how synthetic media is created, like through deep learning algorithms and generative adversarial networks (GANs).
- Scrutinise the source: Always verify the authenticity of content by cross-referencing it with reputable sources and fact-checking organisations. Be cautious of content shared on social media or less credible websites.
- Assess visual and audio cues: Pay attention to the details. Look for inconsistencies or anomalies in visual and audio elements – things like unnatural facial movements, pixelation, or discrepancies in voice tone and cadence. AI-generated content may show subtle signs of manipulation that are clear on closer inspection.
- Contextual analysis: Don’t take content at face value. Consider the context in which it’s presented and check if it aligns with established facts or events. Be wary of content that seems sensationalised or designed to evoke an emotional response without solid evidence to back it up.
- Provide training: Educating employees and stakeholders about the existence and implications of deepfakes promotes digital literacy and empowers them to critically evaluate online content. Make training a priority.
- Consult expert opinion: Don’t hesitate to seek advice from third-party experts who specialise in identifying and analysing AI-generated content. Collaborate with these specialists to develop strategies tailored to your organisation’s needs.
To effectively manage the challenges posed by AI-generated content, businesses need to establish clear and ethical guidelines for its use and creation. Align these practices with your company’s values and ensure they respect individual rights. Investing in ethical AI frameworks and responsible data practices will help safeguard your brand from unintended consequences and uphold its integrity.
