I bought a product because I saw an influencer advertise it, and then I found out that the influencer doesn't exist, but was created by artificial intelligence (AI). I felt cheated, especially because there was no indication anywhere that the content in question was created with the help of VI, that is, that it was created to faithfully replace a human character in online sales. It's a scam to me, because artificial intelligence can't test the product and know if it really works the way the manufacturer claims.
This is the experience that one of the readers shared with "Vijesti".
Master of international law and researcher of ethics in the use of artificial intelligence, Irina Stamatović, she told "Vijesti" that it would be necessary to regulate the generated content.
The Ministry of Culture and Media and the Director of the Media Directorate agree with this Nedjeljko Rudovic, told "Vijesti" that advertisers and the media should point out that the content (text, images, video) was generated using artificial intelligence.
"This should apply both to advertisers and to media that offer content created by VI. The same applies to the content we have on social networks. This is primarily because all of us, otherwise, can be misled that, when, for example, we watch certain video content, it is a real event. And the consequences, as we know, can be very bad, starting with endangering the honor and reputation of individuals," said Rudović.
When it comes to some type of legal and ethical requirements or guidelines for mandatory highlighting of VI in advertising, according to Rudović, VI is a new matter and it is necessary to carefully study in what way and by which regulation it would be covered.
"I am not sure that the Code is sufficient," he said.
Irina Stamatović said that the use of VI should be regulated by an international act:
"Which is also the goal of the EU AI Act (Article 50, paragraph 4), which foresees the obligation to mark the generated content. What is the current reality is that corporations like Meta, that is, Instagram and TikTok, have introduced this rule in their internal acts, so AI info appears almost under certain posts.
According to her, it is extremely important to regulate the use of artificial intelligence, especially because technologies based on it are becoming better and more powerful, so it is much more difficult to detect and distinguish them from real devices.
"So that the line between real and generated content is not blurred, the burden is on legal regulations and ethical guidelines," she said.
As she added, what makes the difference is the purpose for which VI is used - whether the goal is to spin certain news or to publish a video of a person doing something they did not do, which can permanently damage someone's reputation.
He is of the opinion, however, that the goal of using artificial intelligence is to speed up and facilitate repetitive actions or linguistic editing of a text.
"With the increase in opportunities that the development of technology provides us, the traces of our intentions are easier to recognize, like in the snow. The greater danger lies in abuses, rather than in what technology provides, which are options and opportunities that are neutral in themselves, we only contextualize them," she said.
The Agency for Electronic Media (AEM) said that there is a need to introduce legal and ethical guidelines, which require a multi-sector approach and could prevent potential abuses of VI.
"In this context, it is important to follow and apply best practices that would not limit the development of technology, but at the same time would regulate possible abuses," said the Agency.
They provided an example of good practice when using VI in advertising.
"When it comes to advertising, large companies, including famous football clubs, already clearly state on platforms like Instagram that part of their visual content was created with the help of artificial intelligence," said AEM, headed by Suncica Bakić.
This, they added, is not a cause for concern - except when it comes to possible abuses.
"It is ethically and professionally necessary to emphasize that some content is the product of artificial intelligence. This is especially important, both for public bodies and institutions, and for private companies that are large advertisers, because their advertising must be based on trust, one of the key elements of successful campaigns. Credibility and authenticity are essential, while everything else represents a risk of advertising and media manipulation, to which those with a lower degree of media literacy are most susceptible," said AEM.
With the development of artificial intelligence, they add, tools are also being developed that check its use, and these tools, they clarify, can be extremely useful and can help prevent manipulative content.
The Electronic Media Agency also said that phenomena such as artificial intelligence are attracting increasing public attention for a reason, just as it once was with the advent of the Internet.
"The capabilities of artificial intelligence already exceed many expectations, and the key question that arises is - where do its limits actually lie. In this broader context, Montenegro is no exception. Although artificial intelligence as a concept is still relatively unknown to the wider public in Montenegro, it is being talked about more and more", said AEM.
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