Media companies face backlash as they fail to disclose the use of artificial intelligence in article production
In the era of artificial intelligence, media companies are grappling with the ethical implications of using AI to generate articles. Sports Illustrated, once known for its esteemed writing, is the latest publication to come under fire for its lack of transparency regarding the use of AI-generated content. While the experimentation with AI is not inherently problematic, the failure to disclose its use raises questions about truth and transparency in journalism. This incident follows similar controversies at Gannett and CNET, highlighting the need for media organizations to navigate the integration of AI with care and openness.
Conflicting accounts of what happened:
Sports Illustrated, now operated as a website and monthly publication by the Arena Group, recently faced allegations of publishing articles written by non-existent authors. Futurism, a technology news website, discovered that Sports Illustrated had used stories for product reviews attributed to authors whose identities could not be verified. The website found an AI-generated portrait of one of the authors, Drew Ortiz, on a platform that sells AI-generated images. However, upon inquiry, all authors with AI-generated portraits disappeared from the magazine’s website without explanation.
Futurism quoted an anonymous source at Sports Illustrated who claimed that artificial intelligence was used in creating some of the content, contradicting the magazine’s denial. The magazine attributed the articles in question to a third-party company, AdVon Commerce, which assured Sports Illustrated that the content was written and edited by humans. Sports Illustrated expressed disapproval of AdVon’s use of pen names and announced the termination of their partnership while an internal investigation is underway.
The need for transparency:
The controversy surrounding Sports Illustrated is not an isolated incident. Earlier this year, Gannett faced criticism after errors were discovered in AI-generated articles on high school sports events. The articles, attributed to “LedeAI,” were paused following the discovery. Experts argue that media organizations should be more explicit about the role of AI in content creation to avoid negative publicity and maintain trust with readers. The lack of transparency at Sports Illustrated and CNET, which also used AI to generate articles without proper disclosure, raises concerns about journalistic integrity and adherence to basic standards.
Lessons from Buzzfeed and the Associated Press:
Some media companies have embraced AI experimentation while remaining transparent about its use. Buzzfeed, for example, attributes articles to both human writers and its AI assistant, Buzzy the Robot. The company aims to develop content that is AI-native, showcasing the unique capabilities of AI while maintaining human involvement. The Associated Press has been utilizing technology to assist in articles about financial earnings reports since 2014, with a note at the end of each story explaining the role of technology in its production. These examples demonstrate the importance of openness and clarity when integrating AI into journalistic practices.
Conclusion: The use of artificial intelligence in journalism presents both opportunities and challenges. While AI has the potential to enhance content creation and streamline processes, media organizations must prioritize transparency to maintain trust with their readers. Sports Illustrated’s recent controversy serves as a reminder that hiding the use of AI is not only ethically questionable but also detrimental to a publication’s reputation. As AI continues to evolve, media companies must navigate the integration of this technology with care and openness, ensuring that the values of truth and transparency remain at the forefront of their practices.
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