AI is causing all kinds of brand safety challenges. More AI could be the solution.
The Wall Street Journal reports that a number of AI-fueled startups are popping up to assist in a variety of challenges marketers face in a world where any content could be written by robots.
For instance, AI-generated content is leading to a boom in low-quality content mills designed to gain programmatic advertising dollars but likely don’t draw many actual human eyeballs. It’s estimated that $13 billion is wasted each year on advertising placed on these sites, according to the Wall Street Journal. But new AI tools might be able to identify and steer marketers away from these sites.
AI could also be useful in helping to quickly identify videos that are brand safe — free of sex, violence and controversial topics.
From the other side of the equation, AI is also being developed to judge other AI-generated content to ensure it follows a brand’s own guidelines and voice, as well as flagging content that hews too closely to competitor’s messages.
Why it matters
AI is growing so quickly and at such an inhuman scale that it’sto be expected that we’d need inhuman solutions. But where does it stop? Will we develop AI to oversee the AI that oversees AI until it’s turtles all the way down? Will the volume of AI content continue to grow until there’s no way people can oversee it and it truly becomes the sentient, out-of-control monstrosity alarmists fear?
Maybe. These tools can help ensure a certain level of quality — but we still must take active human responsibility to oversee these tools.
And in the short term, one expert has soothing words for those of us asking the age-old question of, “will AI steal my job?”
Mark Zagorski, CEO of ad-verification firm DoubleVerify, told the Journal that despite the robo-solutions being developed, human oversight is even more important right now.
“AI just eats everything. It needs to be fed.”
And at least for now, we are the zookeepers delivering their daily meals.
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