Artificial Influencer
Getting carried away is not uncommon, particularly regarding topics of intense discussion, even contention. For some time this has happened with computer programs, too. Artificial Intelligence brings with it the potential of a technological progress and speed in fields such as medicine, industry and also in journalism, as never before.
Undoubtedly, artificial Intelligence wields tremendous influence. And there lies one of its pitfalls: Algorithms can easily get out of control and create fake content by piecing together and distorting existing data and information.
Influencing has, to some degree, always been a part of the distribution of information, both in traditional and new media as well as in many everyday situations (media-related or not). Influencing can happen by design or as a „side-effect“ of someone’s natural enthusiasm, etc. all of which is usually not problematic as long as it is not carried too far. What is essential, is that the distributed information / opinion / commentary can be traced back to its source.
Like all other media content, electronic media content does not generate itself; it originates based on some occurence or event happening somewhere. And it is crucial to remind onself that the original research and reporting is done by humans.
Just as there are guidelines for standards of good practice in traditional media, a number of highly useful handbooks to help verify the authenticity of electronic / social media content, establish who holds the copyright and research how to prevent phenomena like deep-fake, etc. have been published. Nontheless, the topic needs continuous urgent attention in dialogue between media experts, AI-experts, law- and political experts.
As soon as artificial intelligence is allowed to produce and distribute content by itself without human supervision, it gets considerably more difficult to control, to find out who – in effect – is responsible for what is published and to take those persons to account if neccessary.
Undue influence by algorithm will not suffice as an explanation in the event of damage.
Moreover, a set of Standards of Good Practice does not restrict the legitimate und beneficial use of Artificial Intelligence; rather, it provides a means of protection from artificial intelligence getting out of human control. Journalists and media consumers alike ought to bear this in mind when confronted with AI.