Almost all consumers are concerned about disinformation impacting the elections (based on a survey of 2,000 by Adobe). Ninety-five percent went so far as to request attribution details attached to election content so that it can more readily be fact-checked. And 74% blame the government for not doing enough.
We’re all about the dark side of AI today, Dear Reader. Starting with the good news: nonprofit platform TrueMedia is offering the public a free version of its tool to identify deepfakes. The technology has been available to media organizations since May. Google is also planning a solution that flags photos which have been edited (for example, by Photoshop) or generated by AI.
Back on the bright side, California Governor Gavin Newsom has signed legislation that will protect actors from the use of “digital impostors” without permission, even after their death. Estates will have the right to sue. The Motion Picture Association of America initially opposed the legislation as inimical to innovation, but took a neutral stance after amendments were incorporated.
Scope3 Media Reporting has raised $25 million in new funding to support its mission to measure media and advertising carbon emissions and suggest optimizations that will reduce them. Brands that use Scope3 to reduce their emissions include Coca-Cola, General Motors and Mastercard. It now plans to address the growing threat of emissions caused by the use of AI.