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.
Communications firm Edelman has unveiled a new Counter Disinformation Unit within its crisis management offering, helping clients deal with mis- and disinformation. The launch coincides with the release of Edelman’s 2024 Connected Crisis Study which shows that AI outstrips the economy and climate change for business leaders. CMOs and CCOs are more chill about AI and more worried about the economy, social equity and the geopolitical situation.
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.
CDP and marketing cloud vendor Zeta Global announced an agreement to purchase LiveIntent, which helps companies do email-based advertising. The deal will let Zeta expand its identity graph, enter the publisher monetization business, and accelerate its mobile and retail media products. Zeta will pay $77.5 million in cash and $172.5 million in common stock, with potential for additional payments based on performance.