Four or five years ago, we had to be aware of plagiarism, overexposure of social media, misinformation, and the validity of the sources, only to ensure the originality of the content.
But as of today, we have to counter the surging use of AI to create content as well. Whether it is Google or social media, all online platforms are bombarded with fake, fabricated, and AI-generated content.
A recent study shows that more than 62% of online content worldwide consumed by 86% of the global population is fake.
It has become challenging for internet users to identify real and fake content. But with this much fabricated information, images, and videos available online, nobody should rely on them without a proper content verification system.
Importance Of Smarter Ways To Check Content Authenticity
To ensure the content's authenticity and brand integrity, you should regard content originality as the holy grail.
You can use a reliable AI detection tool to restrict AI-created writing or images in your product marketing or blogs. But since AI and content generator tools have become smarter, you must implement powerful ways to check content authenticity.
It may sound like an overstatement to have a tech team for that. So, here’s why you need a whole team to control fake content.
Deepfakes
Deepfake is the most devastating outcome of the further advancement of AI. In deepfakes, AI mimics humans or objects exactly as they are. They look so similar that most of us get flustered by the perfection and similarity to real life.
This kind of AI content has serious real-world consequences that can powerfully affect people’s lives. An extreme example of using deepfakes is a made-up message of Ukrainian President Volodymyr Zelensky surrendering.
This kind of AI content related to national security can be fatal for the masses, genuinely affecting their lives. So, to counter these types of deepfakes, you need a team of experts.
Restore Faith In Journalism And Media
Due to deepfakes, AI-generated scholarly papers, and the rapid spread of misinformation, people have lost faith in journalism and media.
This has led us to a crisis in which the delivery of important news or announcements has become complicated for political parties, newspapers, and journals
So journalists and media houses must ensure that the facts and information they provide in their content are true.
To ensure that, the newspaper publishers and channels should have a solid expert team that will filter the content and approve only the news that is real with credible sources.
Brand Credibility
Providing authentic content is also imperative for brand and product promotions to maintain their credibility.
Sometimes, the marketing teams of a brand use exaggerated and false claims that may not work in real life. Then they use AI image generation tools to create hyperreal images for product marketing.
If we look at the Japanese marketing strategy, we will see an impeccable example of how content authenticity works.
In Japan, marketers prefer detailed product information to marketing fluff in building trust. They provide nuanced, authentic information in their marketing tactics that matches the actual product quality.
So, content authenticity in brand marketing encourages customers to trust the brand, which establishes credibility.
AI Humanizer Tools
Designing AI detection and content generation tools is like a Tom and Jerry game. One moment, a detection tool is invented, and the next moment, there will be a humanizer tool in the market to bypass the detection.
Some AI humanizer tools are so efficient that they can totally humanize AI-created content that can even beguile well-reputed AI checkers as well.
So, utilizing an AI detection tool only in the content authenticity verification process is not enough. This is where a tech team is needed to make sure the verification process brings viable results.
Ways To Ensure Content Authenticity
However, there are some impactful ways a tech team can implement in the authenticity verification workflow.
Digital Provenance
Digital provenance is an impactful way of verifying whether the content is trustworthy or not. It is a documented record that contains where digital information and assets came from, who wrote them originally, who edited them, and how they went through different stages of change.
So, maintaining digital provenance makes it way easier for a team to judge the validity of content.
Keep A Chain Of Supervision
A tech team should also have its own system of supervision and keep a chain of tracking before content is published.
They can have a shared tracking document or forum where all records, from who created a document to who approved it for publishing, will be visible to everyone.
It will ensure accountability among all the members of the content team so that they maintain the integrity and originality.
Policy Implementation
Implementing some effective policies regarding content creation is a powerful way to verify information or a write-up. The policies should cover approval from certain sources, the limits of AI usage, data security, maintaining confidentiality, and editorial guidelines.
Human Oversight and AI Detection
There is no other effective process that can alter human oversight in maintaining the originality of content. But human oversight requires time as well.
To work smarter, you should apply both AI detection and human oversight. If the content goes through an AI detection process, a human should be in the loop to supervise the outcome of AI.
Final Thought
Maintaining content authenticity is a classic way of building trust and credibility for your brand and company among the target audiences and customers.
Forming a tech team to check authenticity not only saves your own reputation as a publisher or marketer, but it also helps your readers and the masses to get the right information.
So, to have a systematic and disciplined content verification workflow, you should have a separate tech team.
