How can creators prove content authenticity? Rapid AI advancements make this problematic.

What’s one of the biggest issues for content creators and brands in the face of AI’s rapid development? 🕵️‍♂️ Proving content authenticity.

Patrick Kulp over at AdWeek published a great article The Rise of AI Content Generation Stirs Brand Reputation Fears.

As noted in the article, “Gartner predicts 80% of marketers will deal with content authenticity issues by 2027.” — that’s an issue worth solving, but how? 🤔

Synthetic content is often difficult, if not impossible, to spot when use of AI tools supplement or aid publishers, as opposed to running with an output without ANY modifications (such as using ChatGPT or Bing to write an entire blog post and just hitting “publish”). 🤖 

That’s where content authenticity comes into play in the face of the coming (if not present) flood of of generative content.

The article also notes that “Gartner predicts that 30% of outbound marketing messages from large organizations will be synthetically generated by AI within the next two years.” 🤯

I would predict the number will be far higher, at least as it pertains to mixed human and AI creation-generation workflows.

The Content Authenticity Initiative (CAI) is developing tools and standards to ensure content platforms and consumers have the means of validating content.

I’m excited to see how CAI and other innovative developments carry us forward into a future that brings harmony across AI, creators, and audiences.

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