Responding to AI false information, multiple media outlets accelerate the construction of a 'authenticity' defense line
2024-10-17
Artificial intelligence (AI) not only expands the boundaries of creativity and improves communication efficiency, but also brings hidden concerns such as the proliferation of false information and intellectual property infringement, posing new challenges to the construction of the international communication ecosystem. Some media and international organizations have begun to explore how to apply new AI technologies to address AI false information, using technology to counter technology and magic to defeat magic. The emergence of false information in wars is not a new phenomenon, but it has gained unprecedented power in the digital age At the opening ceremony of the 6th World Media Summit held in Urumqi, Xinjiang on the 14th, Ba Yuhua, head of the Communication Department of the East Asia Regional Representative Office of the International Committee of the Red Cross, expressed concern about the damage caused by false information to the real world. The application of generative AI and big model technology has brought the world into an era of digital information where "seeing may not necessarily be believing, and hearing may not necessarily be true". The emergence of multimodal AI "deepfake" content such as sound, video, and image has created an increasing fog of false information. Generative AI technology will increase the risk of producing well crafted misinformation and false information. In a world so rich in content, the demand for credible news sources, strong fact checking, and transparency will only continue to grow Reuters Asia Pacific Vice President Yan Lingsi said during the media summit. The US news credibility assessment and research institution has been tracking and evaluating the ability of generative AI to create false information. A report released by the agency at the end of last year showed that the number of fake news websites created using AI agents increased from 49 to over 600 within 7 months. Although the application of AI has brought about a revolution in the entire media ecosystem, making the information dissemination environment increasingly diverse and complex, what remains unchanged is the mission and responsibility of the media to uphold facts and truth. Technology has opened up new opportunities for us, but it has also brought new challenges. Artificial intelligence will not only improve the efficiency of news dissemination, but also require us to rethink our moral standards Kovacs Tamas, CEO of Hungarian ATV Media Group, said, "I firmly believe that upholding truth and facts remains the core of our media and our responsibility in the digital age." Faced with the new characteristics of false information production and dissemination in the digital age, how to strengthen regulation and guidance, and reduce the generation of false information from the source; How to make good use of new technological means to ensure content traceability and credibility has become a common concern for media outlets in multiple countries. At the 6th World Media Summit, Xinhua News Agency's National High end Think Tank released a think tank report titled "The Responsibility and Mission of News Media in the Age of Artificial Intelligence" to the world. A survey conducted on news media organizations in 53 countries and regions around the world shows that 85.6% of respondents support strengthening regulation and governance in some form regarding the potential negative effects of the application of generative AI in the media industry. At the summit, Chinese and foreign guests had a heated discussion on how to deal with the spread of false information caused by the abuse of AI. This summit has created an opportunity for global media to enhance the credibility of information in response to false information, misinformation, and hate speech, "said Chang Qide, the coordinator of the United Nations Development System in China, in a video speech during the summit. UN agencies and multinational media have begun to accelerate the construction of a "authenticity" defense line. Chang Qide said that the United Nations released the "Global Principles of Information Integrity" this year, urging governments, technology companies, advertisers, public relations firms, and media to cooperate and jointly establish a more ethical information ecosystem. On a global scale, institutions such as Xinhua News Agency, Reuters, BBC, and National Public Radio in the United States have developed codes of conduct and guidelines for AI to prevent potential risks of violating authenticity in the media industry. Every threat created with the help of AI, the technology itself can provide an effective 'antidote' Pavel Negoica, the president of Rossiyskaya Gazeta, said that AI can detect "deep forgery" and prevent the action of fraudsters. In the face of the public's tendency to believe that AI generated content is true, there are calls from various parties to add tags to AI generated content to help the public distinguish between true and false. In September this year, the State Internet Information Office of China publicly solicited opinions on the Measures for the Identification of Artificial Intelligence Generated Composite Content (Draft), pointing out that network information service providers should mark in accordance with the requirements of relevant mandatory national standards. In 2023, Agence France Presse, in collaboration with major European media organizations, issued a statement on AI information regulation and industry initiatives, requiring generative AI models and users to clearly, specifically, and consistently identify the AI generated content included in their output. Some media outlets have started collaborating with technology companies to build a 'firewall of authenticity'. The British Broadcasting Corporation and American companies such as Adobe, Google, Intel, and Microsoft jointly established the Content Source and Authenticity Alliance. The alliance focuses on providing content authenticity labels and historical traceability information service systems for digital media. In the future, the application of AI will undoubtedly further increase the complexity of the information environment. Adhering to the principle that "authenticity is the life of news", it will clear the fog of false information for the public and create a clear public opinion environment. The media should take action accordingly. (New Society)
Edit：Yao Jue Responsible editor：Xie Tunan
Source：XinHuaNet
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