Publishers Disguising Gen AI Content Risk Commercial and Reputational Blowback

In trying to generate direct-response revenue, publishers risk brand equity  

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As Sports Illustrated is finding, the repercussions of disguising generative artificial intelligence content can range from acute, measurable declines in revenue to more intangible loss of brand value.

Since news of the gen-AI content snafu surfaced Tuesday, the share price of the publicly traded Arena Group has dropped 20%, wiping out millions of dollars in value, according to public filings. Sports Illustrated’s brand is owned by Authentic Brands Group but operated by The Arena Group.

“The overarching point is that there needs to be transparency,” said Eunice Shin, partner at digital strategy firm Prophet.



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