As the 2024 US elections approach, political campaigns and advertising agencies are turning to a new ally, artificial intelligence, to spread their messages.
However, in Florida, lawmakers passed legislation requiring disclaimers on political advertisements created with generative artificial intelligence.
Senators voted 32-0 on Friday to give final passage to HB 919, following the state House vote 104-8 to pass the measure. sending it to Gov. Ron DeSantis’ desk.
According to the bill, political advertisements that contain “images, video, audio, graphics, or other digital content” created using artificial intelligence must include a disclaimer that reads: “Created in whole or in part with the use of generative artificial intelligence (AI).”
The bill would also establish a first-degree misdemeanor for violations. Penalties would be imposed on those who pay for, sponsor, or approve advertisements that use AI without providing such disclaimers.
The proposal also directs the Florida Elections Commission to develop rules allowing for expedited hearings on complaints about bill violations.
What Are the Risks of AI Use in Political Advertising?
Falsehoods and Empty Promises
AI’s power to generate content without human intervention comes with significant pitfalls. The ability to generate false or misleading content is a major concern. There have been instances of AI-generated fake images shared by political campaigns, blurring the line between reality and fabrication.
While regulations to address this issue are lacking, there is a growing apprehension that bad actors could exploit AI-driven advertising technology to spread misinformation.
Inadvertent false content is also a risk, as AI tools can “hallucinate” or fabricate facts to fill gaps in their knowledge. Campaigns must ensure that AI-generated content remains factually accurate and aligns with their planned messages to avoid disseminating false information.
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Biases
AI systems trained on human-generated data, including internet data, absorb biases present in that data. This can lead to the generation of racist, sexist, or otherwise biased messages.
Political campaigns aiming to ensure that AI-generated ad content resonates with specific political values may be unaware of biases and unable to supervise AI outputs at scale. This poses a challenge for campaigns striving to reach a diverse audience with multiple voter groups and competing interests.
Ignorance of Certain Topics
AI tools are trained on specific datasets, and their outputs are limited by the knowledge contained in those datasets. Campaigns may encounter limitations in AI’s understanding of certain topics, particularly if the data used to train the AI tool is incomplete or biased.
This could result in AI-generated content that lacks depth or accuracy on specific issues. Campaigns must be aware of these limitations and supplement AI-generated content with human oversight and expertise.
Market Forces and the Future of AI in Political Advertising
The use of AI in political advertising is driven by market forces and the desire for campaigns to maximize their outreach efforts. AI tools offer accessibility, cost-effectiveness, and scalability, leveling the playing field for campaigns with limited resources.
As AI technology continues to advance, campaigns can expect more sophisticated and user-friendly AI tools to emerge. However, the market also demands accountability and transparency.
Campaigns and advertisers must ensure that AI-generated content adheres to ethical standards and is not used to spread misinformation or engage in deceptive practices.
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