What Is Artificial Intelligence (AI)
Over the past few years, AI usage has become more and more prevalent in the modern digital word. AI, or artificial intelligence refers to the intelligence of machines or software, as opposed to the intelligence of people. AI is the machines’ ability to perform cognitive tasks that we would associate with a human mind, such as perceiving, reasoning, learning, interacting with an environment, problem solving and creating content. AI allows computers to learn and solve problems like a person would.
You have more than likely interacted with AI, even if you may not have realised it. Voice assistants such as Siri and Alexa use AI technology. Many customer service chatbots also make use of AI technology.
AI enables computers to learn and solve problems like a person would, only AI can massively outperform humans in many areas. AI is incredibly quick and efficient, it can process large amounts of data and perform complex calculations at an incredible speed, faster than any human ever could.
How Is AI Used
AI has a wide range of uses, with many industries around the world opting to use AI. Nearly every social media platform out there uses AI. AI dictates what content to show you in your feed, it moderates comments and content in order to improve the user’s experience.
AI algorithms analyse user data, such as demographics, interests, and online behaviour to deliver targeted advertisements on social media platforms.
Social media AI tools can uncover insights about your audience, predicting which type of content will resonate best, when the best time to post is for maximum engagement.
AI can also be used to transcribe and automatically add subtitles to videos, automate posting and scheduling and moderate content, blocking out content that doesn’t meet the guidelines of a social media platform.
These are just few of the many capabilities AI that has, with AI used expected to increase every year over the next few years.
The Importance Of Disclosing AI Generated Content
It is important to generate AI generated content on social media to be transparent with your audience. Being transparent lets the audience know how the content was created. Employees may be keen to use AI to help with content, but all customers may not agree. The issue is not just how customers feel about AI generated content, but their feelings about it being used and shown to them without them knowing.
Generative AI brings about a new dynamic regarding how brands are perceived and trust. Brands should explain their use of AI before a problem, not just after a problem has arose. It is popular for brands to commit to responsible AI and the ‘three h’s”, that meaning helpful, honest, and harmless. Disclose the use of AI provide an opportunity to commit to responsible AI practices.
Furthermore, communicating the use of AI promotes credibility. It removes any doubts or speculation about any content, whether text or image, was created via AI. By revealing the use of AI, a brand demonstrates confidence that their content meets the standards expected by the readers. If the content is that of a high standard, then readers may begin to associate AI generated content with high standards and will trust the brand to use the best processes in order to provide them with the right information.
As well as this disclosing AI generated content can set more realistic expectations about the content and reduce any misunderstandings or concerns about the accuracy or authenticity of the content.
Consequences Of Not Disclosing The Use Of AI Generated Content
Failure to disclose AI generated content can have several negative consequences. If people find out you used AI generated content without disclosing it, then it may affect their trust and perception of a brand, damaging the brands reputation.
Failure to disclose AI generated content may also spread misinformation, even if it is unintentional. Again, eroding the trust and credibility of a brand.
Furthermore, not disclosing AI generated content may give credit where it is not due. It would be giving a person credit when the content was created by AI.
Meta is working on a feature for people to disclose when they share AI generated video or audio so that can add a label to it. They will require people to use this disclosure and label tool when they post organic content with a photorealistic video or realistic sounding audio that was digitally created or altered, and they may apply penalties if people fail to do so.
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