According to research firm Ipsos, the percentage of consumers who said they would prefer humans, rather than AI, to create journalism content rose from 69% to 74% between February and September.
Demonetizing gen-AI-created content
This growing distrust, combined with the poor quality and inaccuracy of some gen AI content, could discourage brands from wanting to run ads against it, said Willens.
Just as audiences and regulators have clamored for gen AI content to be labeled as such, advertisers could soon demand similar transparency in order to apply filters. This could impact publishers’ ability to use open-exchange demand to monetize the impressions, reducing their value and defeating the purpose of using the technology in the first place, according to Willens.
Further, when disclosed appropriately, using gen AI to create content can offer positive brand differentiation, which makes efforts to conceal its use an “own goal,” according to Dietz.
BuzzFeed Inc. and G/O Media, for instance, have both experimented with gen AI technology and been open about the efforts. In doing so, they mitigate the potential reputational risk while taking advantage of the capabilities the technology affords.
“If you take the right approach with AI, you gain a point of differentiation, you gain efficiency and you open up new business avenues,” Dietz said. “By not disclosing it, you sacrifice trust and lose your audience, which has negative implications on the rest of your business.”
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