© Unsplash/Growtika AI use in advertising could worsen global ‘misinformation crisis’ UN warns: AI in advertising could lead to more misinformation Economic Development
With annual global advertising spending topping a trillion dollars, the UN warns that major companies could play a significant role in shaping the future of artificial intelligence, and international inaction could worsen the global “disinformation crisis.”
A new policy brief from the Global Communications Department and the Conscious Advertising Network says the unchecked adoption of AI in advertising will create challenges for the entire digital media environment. The advertising industry is at the center of information flows on the Internet, and its budget decisions influence what content is produced, promoted and monetized. With the introduction of AI tools into ad buying and content creation processes, these dynamics are only intensifying.“Without prompt action and protective mechanisms, AI can accelerate the disintegration of the integrity of the information ecosystem. “Advertisers have an opportunity to change this,” she added.
Challenges in the digital environment
The note highlights a number of issues:
- Disinformation and hate speech: AI accelerates the spread disinformation and hate speech, while advertising revenue continues to fund online content – regardless of its quality or credibility.
- Lack of Transparency: The opacity of AI-powered advertising systems can provide cover for fraud and inefficiency.
- The threat to journalism: The rise of AI-generated content threatens viability of independent journalism. Declining trust in the digital environment is already undermining the effectiveness of advertising campaigns.
The authors of the note emphasize that these are not only social problems, but also business risks. When audiences lose trust in the platforms on which they advertise, traffic drops and investments fail.
“Brands are under pressure to quickly adopt AI, but without barriers, such solutions can undermine the very environment on which their marketing strategies depend,” said Harriet Kingaby of the Conscious Advertising Network, a global coalition promoting responsible advertising. advertising.
“It’s not about stopping innovation, but making sure it works for the benefit of both business and society,” she added.
AI Governance and advertising
In the report, UN experts urge policymakers to bring AI and advertising governance mechanisms in line with international standards, and to work with industry and civil society to improve transparency in advertising activities.
Advertisers are encouraged to seek greater transparency in AI supply chains, prioritizing quality media, and use financial leverage to push online platforms to create stronger user and consumer protections.
The data in this note suggests that increased transparency in advertising buying can deliver double-digit increases in performance – demonstrating that responsible practices can align with the interests of successful businesses.