Good morning, Marketer, is that content really yours?
One of the strengths of generative AI is also a potential threat: It lets anyone create quality content. That’s great when marketers use it for legitimate purposes. It’s terrible when others use it for copycat videos and emails that can severely damage your brand.
Last week, in moves that underline the reality of this threat, Meta and Microsoft both announced steps aimed at preventing misinformation from the use of AI in political advertising. Facebook’s parent company banned campaigns from using its gen AI advertising products. Microsoft is providing several services to protect election integrity, including a new tool using a Content Credentials watermarking system.
Email spoofing has long been a problem for marketers. Now they also face the threat of malicious use of deepfake videos and recordings. Marketing departments need to be planning now for how to handle this problem if/when it emerges. You don’t need AI to generate scenarios in which this could happen.
Constantine von Hoffman,
Managing Editor
