Rise of AI Content Raises Concerns for Preserving Brand Authenticity

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While high school and college students may be cheering the arrival of AI language models like ChatGPT, brands are coming to terms with the realization that auto generated content may be a mixed blessing.

At the intersection of technology and the explosive speed with which new AI capabilities arrive, come concerns about authenticity, brand preservation, and misinformation generated by synthetic data.

To combat these concerns, a new function of marketers known as “reputational management” is arriving on the scene, and growing rapidly as an industry sector. Gartner, a provider of research and consulting services for businesses in IT, predicts that 80% of marketers will be grappling with content authenticity issues by the year 2027.

If not sooner. Already surges of fake reviews, coordinated misinformation campaigns in social media spaces, and the threat of ads appearing next to fake news generated at scale, jeopardize brand safety. The infamous faux paus by KFC’s German division who sent out a promotion based on a holocaust reference is a case in point. The company blamed the incident on an automated system blunder.

Gartner estimates around 30% of marketing messages from large organizations will be generated by AI in just the next two years. It further predicts four out of five enterprise marketing divisions will have resources dedicated to content authenticity monitoring to protect against misinformation and fake material by 2027.

More than ever it will be imperative to be able to discern authentic material from fake data and content. One group is trying to be proactive. A conglomerate of brands, tech companies, and media outlets have come together to form a coalition known as the “Content Authenticity Initiative,” dedicated to developing standards and tools for recognizing the difference between real and fake content.

Said Andy Parsons, senior director of the Content Authenticity Initiative at Adobe, “As generative AI continues to transform everything from how creators make art to how people develop written content, the ability to see how content was created is more important than ever.”

How will the line between artificial data and authentic information continue to blur? Will we create safeguards to successfully navigate the difference? Keep reading here.

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