Author: Terry Flynn, Graduate Director and Associate Professor, Master of Communications Management Program, McMaster University

TECH

AI without limits threatens public trust — here are some guidelines for preserving communications integrity

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The rapid advancement and adoption of generative artificial intelligence (AI) is revolutionizing the field of communications. AI-powered tools can now generate convincing text, images, audio and video from textual prompts. While generative AI is powerful, useful and convenient, it introduces significant risks, such as misinformation, bias and privacy. Generative AI has already been the cause of some serious communications issues. AI image generators have been used during political campaigns to create fake photos aimed at confusing voters and embarrassing opponents. AI chatbots have provided inaccurate information to customers and damaged organizations’ reputations. Deep-fake videos of public figures making inflammatory statements…

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