We’re all used to seeing references to ‘experts’ in the news, but are these quoted individuals always to be trusted, or is there interference from AI? Here’s what you need to know.
The risk of ChatGPT and fake experts
Since ChatGPT went live in 2022, there have been concerns that the technology is being used to create fake ‘experts’ who are being referenced in national newspapers and quality publications. In some cases, it seems that the images that purport to be profile pictures are actually generative AI images.
Why PR agencies might be incentivised to use AI commentators
The rise in dubious experts and commentators has been led by companies that work with the PR industry to share comments and quotes with journalists who ask for comment. Those who reply to journalist requests can secure a brand name check for the clients they work for, and even a backlink, which supports SEO. This kind of exposure can encourage certain agencies to consider gamifying the system.
A recent case study
The Sun has said that it receives large volumes of AI-generated content from a PR that follows ResponseSource requests. The PR has no agency name or surname and frequently posts very fast comments on all subjects, almost immediately after the post is requested. As students on journalism courses at https://schoolofjournalism.co.uk/ learn, these types of red flags can suggest that content isn’t human-generated or legitimate.
Getting to the heart of issues
Of course, some of these cases may be a real person, but without real expertise or a genuine connection to the company. The challenge for journalists and publications alike is to establish whether or not they are dealing with genuine professionals and experts with true credentials in the field, rather than AI bots who might be leveraged by agencies looking for press clout and beneficial backlinks.
In the age of AI and the battle for human journalism, these issues are likely to become more widespread, and they show the challenge of modern AI systems in today’s ethical news reporting.
