Identifying the Risks of AI Content Generation

Artificial intelligence technology is transforming the landscape as we know it.  This is the case across many sectors such as health, manufacturing and other core sectors having a direct impact on the quality of our lives.  

The evolving landscape of Artificial Intelligence (AI) technology is also having a heavy influence on digital marketing.  As disruptive AI-powered tools like AI content writers, video generators and image generators take over the market, the world of possibilities for content creation and ad optimization is becoming limitless. 

The unstoppable disruptive force of AI should be handled with caution as it can also introduce potential threats for businesses and public interests.  This is especially the case with AI rendered visual and written content. 

In this article, we look at the main risks associated with AI writers and AI picture and video generators.

AI Picture and Video Generators: What are the Risks?

Image and video generation with AI has shifted the way marketers create and share images and video content with their audiences.  With the use of Generative Adversarial Networks (GANs), coupled with deep learning algorithms, video generators produce high-quality visual content.  Despite the many possibilities for smaller businesses created by AI digital marketing, one cannot ignore the risks arising from deepfake content. 

Deepfake blends the boundaries between what is real and what is not.  In the wrong hands, this tool can simplify content building for propaganda to mislead masses of audiences.  This technology can be used to create compromising situations or unlawful impositions on media.  This can have a negative effect on society in general that includes public distrust and potential reputational damage towards targeted subjects. 

What distinguishes between AI picture and video generators is the format of the presented content; picture generators produce still images while video generators create video footage.In both cases, mismanagement of content creation can lead businesses to irreversible harm to their brand.  That is why businesses should clearly understand the risks and identify effective controls to mitigate all form of exposure from AI content generation. 

Businesses should prioritise investment in AI detection technologies to identify and verify fake images or videos that may be damaging to their reputation.  Robust countermeasures based on ethical guidelines should be implemented by marketers to ensure that their marketing campaigns maintain integrity.  They owe this to their audience. 

As an example, Synthesia IO, a market leading AI Video generator, is an active member of the Content Authenticity Initiative, founded by Adobe in 2019.   AI Video content generated with this powerful tool is scanned through their content moderation process before release to the public.   Synthesia IO offers an extensive range of AI avatars that can be used by small businesses to elevate their video marketing content to a new level.  Read more about this in Synthesia IO’s review.

AI Writers and Misinformation

AI-powered writing tools such as GPT-4 can generate articles, social media posts, and ad copies for you. Despite saving marketers time and resources, these tools can also be used to generate false or inconsistent information to mislead readers/viewers.

Businesses should conduct fact-checking and verify any content generated with AI before publication.  Meticulous and exhaustive confirmation processes should be in place in order for businesses to ensure that any disseminated information is aligned with facts. 

As an example, Content at Scale – one of the most advanced AI writers on the market, openly acknowledges the limitations of AI in capturing personal experiences, client emotions, and distinct tones.  To tackle this limitation, the C.R.A.F.T. framework was put in place to assist writers in effectively navigating the AIO approach.   For a comprehensive understanding of what Content at Scale offers, you can explore this detailed Content at Scale review.

How to Effectively Manage AI Generated Content

To address the potential risks associated with AI generated content, businesses and policymakers should implement the following:

  1. Clear Ethical Guidelines: Develop clear guidelines and responsible policies for AI-generated content in marketing campaigns, ensuring transparency and accountability.
  1. Application of AI Detection Technologies: Implement advanced AI detection tools that can detect fake images, videos, and other content, effectively combating the risks posed by the misuse of AI-generated content.
  1. Embark on a Fact-Checking Journey: Prioritize fact-checking and verification to ensure the accuracy and authenticity of AI-generated content.
  1. Prioritization of Education and Awareness: Prioritize training and communication with marketing teams to effectively recognize the risks of AI-generated content and engage in ethical practices when utilizing these cutting-edge tools.

The use of AI-powered marketing tools like AI picture and video generators as well as AI writers has made content creation extremely efficient and effective. Nevertheless, the potential for misinformation dissemination and misuse of visual content is a real threat.By employing smart strategies and fostering awareness of risks, businesses can harness the power of AI in marketing without exposing themselves to brand-damaging risks. 


Sanket Goyal is an SEO specialist at and is passionate about new technology and blogging.

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