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On September 6th, Alphabet Inc.’s tech giant, Google, announced a significant policy shift that will impact election advertisers on its platforms. In a bid to address the growing concerns surrounding the use of artificial intelligence (AI) in generating content for political ads, Google has decided to make it mandatory for all election advertisers to include a clear and conspicuous disclosure. This new requirement is set to take effect in mid-November and will apply to a wide range of content formats, including images, videos, and audio.
The decision comes as the adoption of generative AI, which can autonomously create content, continues to surge across various industries. From generating scripts for movies to producing video clips, images, and audio for advertisements, AI has been revolutionizing content creation. However, the proliferation of AI-generated deepfakes has raised significant concerns about the potential to manipulate public perception and blur the lines between fact and fiction, particularly in the context of elections.
Deepfakes, which are fabricated multimedia content created using AI algorithms, have the potential to deceive and mislead voters, making it increasingly challenging for the electorate to differentiate between authentic and doctored content. In response to these concerns, Google has taken a proactive stance to mitigate the risks associated with AI-generated political content.
Google’s move aligns with its ongoing efforts to combat misinformation and enhance transparency on its platforms, particularly in the run-up to the United States’ upcoming presidential election, scheduled for November of the following year. In recent times, the company has faced criticism for the spread of false information and has been actively working on bolstering its transparency measures.
Mandiant, a cybersecurity firm under Google’s umbrella, recently reported an uptick in the use of AI for conducting manipulative information campaigns online. While AI has shown a potential to influence public opinion through disinformation, its use in other digital intrusions has remained somewhat limited.
One key aspect of this new policy is its acknowledgment of the potential benefits of generative AI. Google recognizes that AI can empower groups with limited resources to create high-quality content on a large scale. However, in the context of political advertising, these benefits must be balanced with safeguards to prevent the dissemination of misleading or false information.
It’s important to note that Google’s disclosure requirement does come with certain exceptions. Synthetic content that is deemed irrelevant to the claims made in the advertisement will be exempt from these disclosure requirements. This approach aims to strike a balance between promoting transparency and allowing legitimate creative uses of AI-generated content in advertising.
Google’s decision to mandate clear and conspicuous disclosures for AI-generated content in election advertising reflects the growing concern over deepfakes and the need to safeguard the integrity of the electoral process. By taking this step, Google aims to provide voters with more transparency and reduce the potential for AI-generated disinformation campaigns. As technology continues to evolve, such measures are crucial in maintaining the trust and credibility of digital platforms in the realm of politics and elections.
