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A new wave of language-based artificial intelligence is offering brands novel ways to automate and augment creativity. But the threats that a flood of synthetic content online, in areas like marketing communications and brand safety, have marketers vexed.
For marketers, threats include surges of fake reviews, coordinated campaigns of misinformation on social channels or the brand safety risk of ads appearing alongside malicious fake news generated at scale.
Reputational management has already become a growing need for brands as media fragmentation and the rise of the creator economy have created new fronts in monitoring brand safety, said Gartner analyst Chris Ross.
“It’s going to make it a lot easier for people to create content,” said Ross.