AI-generated content is now everywhere; on billboards, on the internet, and in our social media feeds. Some of it is harmless, but when it's used to deliberately spread disinformation, it can be very dangerous indeed.
Deepfakes of politicians, altered images of protests, fake medical advice; it all hampers our ability to make informed decisions about our own lives. AI is now influencing how people vote, what people think, and what people believe about risks to their own health.
As AI-generated content becomes ever more sophisticated, it's becoming harder and harder for the average person to spot. In fact, Full Fact's recent polling found that only 3% of people find it easy to tell whether a video is genuine or made with AI. But it shouldn't only be up to us to identify this content - it should also be the responsibility of the big tech companies.
Our elected representatives have the power to improve the ways we see AI generated content online - like getting big tech to label content made or manipulated with AI, or pushing AI platforms to be clearer about how reliable their answers are.
The technology is evolving at speed, and without immediate action, it will soon be impossible to know what to trust online. We're urging the UK Government and MPs to do much more, and quickly. Will you join us?
