Google has announced that all verified election advertisers will be required to disclose prominently if their ads use artificial intelligence (AI). This move is aimed at addressing the growing threat of misinformation associated with AI technology. The updated political content policy will take effect in November, one year before the 2024 presidential election. The policy will demand a clear and conspicuous notice in a location that is likely to be noticed by users when ads contain synthetic content that inauthentically represents real or realistic-looking people or events.
Google’s spokesperson explained that the company has always prioritized transparency for election ads, with features like “paid for by” disclosures and a publicly available ads library. However, due to the increasing prevalence of tools that generate synthetic content, Google is now expanding its policies to require advertisers to disclose digitally altered or generated material in their election ads.
Google’s decision aligns with the concerns raised by other major AI firms, who have warned about the potential misuse of AI to influence elections. For example, Microsoft, which supports OpenAI and its popular ChatGPT, recently discovered a network of fake social media accounts controlled by China that aimed to influence US voters using AI.
Chinese embassy spokespersons in Washington dismissed allegations of China using AI to create fake social media accounts, emphasizing their commitment to the responsible use of AI. However, ads featuring generative AI tools like ChatGPT, DALL-E, and Google’s Bard have already been deployed, including deepfake images of Donald Trump and his wife Melania. These AI-generated political ads have raised concerns about their potential impact on elections.
Despite the growing concerns, there is currently limited regulation governing the use of AI in the US. Only last month, the Federal Election Commission began the process of potentially regulating AI-generated deepfakes in political ads. Additionally, Senate Majority Leader Chuck Schumer has scheduled an AI summit with major tech industry figures to address these issues. President Joe Biden has acknowledged the threat AI poses to democracy but made an unusual remark in July, declaring, “I am the AI.”
Overall, Google’s decision to require prominent disclosure of AI use in election ads aims to combat misinformation and enhance transparency in political advertising. This move comes amidst growing worries regarding the potential misuse of AI technology to influence elections.
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