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SMU - Sustainability Strategies Programme


Tech Companies’ New Favorite Solution for the AI Content Crisis Isn’t Enough - Scientific American   

From college plagiarism to cybercrime scams, generative AI is eroding trust in online content. Digital watermarking is no quick fix for the problem

Thanks to a bevy of easily accessible online tools, just about anyone with a computer can now pump out, with the click of a button, artificial-intelligence-generated images, text, audio and videos that convincingly resemble those created by humans. One big result is an online content crisis, an enormous and growing glut of unchecked, machine-made material riddled with potentially dangerous errors, misinformation and criminal scams. This situation leaves security specialists, regulators and everyday people scrambling for a way to tell AI-generated products apart from human work. Current AI-detection tools are deeply unreliable. Even OpenAI, the company behind ChatGPT, recently took its AI text identifier offline because the tool was so inaccurate.

Now, another potential defense is gaining traction: digital watermarking, or the insertion of an indelible, covert digital signature into every piece of AI-produced content so the source is traceable. Late last month the Biden administration announced that seven U.S. AI companies had voluntarily signed a list of eight risk management commitments, including a pledge to develop “robust technical mechanisms to ensure that users know when content is AI generated, such as a watermarking system.” Recently passed European Union regulations require tech companies to make efforts to differentiate their AI output from human work. Watermarking aims to rein in the Wild West of the ongoing machine learning boom. It’s only a first step—and a small one at that—overshadowed by generative AI’s risks.

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