AI Misinformation's Impact on Consumer Perception of Elections and Brands

IPG is taking several measures to improve brand safety, including:

• Expanding their partnership with Zefr, a brand-safety startup.
• Tracking harmful content across social media platforms like Facebook, Instagram, and TikTok.
• Introducing new pre-blocking tools for high-risk social content.
• Creating custom dashboards to help advertisers avoid user-generated content in sensitive categories such as AI-generated content, misinformation related to U.S. politics, climate denialism, healthcare, and brand-specific content.

The Magna research conducted by IPG revealed several insights into consumer perceptions of misinformation:

• Only 36% of survey respondents thought it was appropriate for brands to appear next to AI-generated content.
• Ads next to misinformation were perceived as less trustworthy.
• Brand perception suffered even if there was uncertainty about the content's authenticity.
• Identification of fake political content was correct only 44% of the time, with a significant portion of respondents either incorrect or unsure about AI-generated content, climate change misinformation, and healthcare-related misinformation.

Adobe's report provides valuable insights into the public's views on AI-generated misinformation, highlighting:

• 80% of U.S. adults believe misinformation and harmful deepfakes will affect future elections.
• 78% think election candidates should not use AI-generated content in campaigns.
• A strong majority (83%) believe that the government and tech companies should collaborate to tackle AI-generated misinformation.

These findings underscore the importance of having tools to discern truth from falsehood and the critical threat misinformation poses to society.

Recent AI-related developments from various tech companies include:

• Meta: Launched its Llama 3 model and enhanced its Meta AI chatbot.
• Brave browser: Added a new generative AI tool for search with an "answer engine."
• Snap: Began watermarking AI content and updated its safety/transparency policy.
• Google: Announced new generative AI image tools for demand-gen campaigns.
• California: Passed the California Artificial Intelligence Transparency Act (CAITA).
• Digitas: Unveiled a new generative AI platform called Digitas AI, utilizing LLMs.
• Stability AI: Released its Stable Diffusion 3 API model with advanced capabilities.