5 BIG AI Considerations – How AI Might Impact Your Business and Website

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What Is AI (Artificial Intelligence)?

A logical place to start… According to zdnet.com, “AI is a concept that has been around, formally, since the 1950s, when it was defined as a machine’s ability to perform a task that would’ve previously required human intelligence. This is quite a broad definition and one that has been modified over decades of research and technological advancements.”

But did you know that AI is not (yet) really intelligent! It’s learning from us repurposing that… every crazy photo, sensationalised news article, radical religious website, personal blog and cute cat video. Everything uploaded to the web is potentially being accessed by (and teaching) the AI…more on the potential Copyright and quality issues in a moment.

How Can You Leverage AI in Your Business?

There’s a good chance you’re already leveraging some AI already… Alexa or Google and their voice assistant technology are 2 great examples. Then there’s the latest in popular AI chat-bots, such as ChatGPT, the new Bing Chat, and Google Bard commonly used for uni assignments, fact finding and content creation. There’s even AI tools now being integrated into some email marketing and social media management software that helps generate content on your behalf. Some are better than others and many have the potential to help make your super efficient, BUT… 

The real question needs to be SHOULD YOU BE USING AI IN YOUR BUSINESS? Here's 5 BIG AI Considerations That All Businesses Need To Be Mindful Of.

1. ChatGBT And Your Google Ranking

Source: Facebook Post by Sonja Pototzki-Raymond, The Search Republic

“How to avoid being penalised by Google using ChatGBT 

Did you hear about Google’s ‘code red’? Here’s what biz owners need to know about it!
Google recently issued a ‘code red’ after OpenAI launched the ChatGPT chatbot because it raised MAJOR concerns about the future of the search engine industry.
ChatGPT’s AI (artificial intelligence) analyse HUGE amounts of online data to learn and can generate original content like essays and articles.
So, is AI-generated content the answer to SEO? No! AI can’t tell the difference between fact and fiction; it develops social biases and even generates hate speech. All of these factors led to search engines labelling it as SPAM!
As a Google Search Advocate explained to searchenginejournal.com, “content automatically generated with AI writing tools is considered spam, according to the search engine’s webmaster guidelines.”
Google penalises a site with spam by lowering its search rank, which limits your visitors and sales, ultimately impacting your bottom line!
Here’s what you should AVOID on your website to prevent being penalised by search engines:

  • Uploading AI/Automatically-generated blogs or content.
  • Using duplicated or stolen content on your site.
  • Providing incorrect and misleading information in your site data.

Whilst Google is currently focusing on its very own AI, known as LaMDA (Language Model for Dialogue Applications), with AI-written content’s current issues, I think the search engine industry is safe!”

Then there’s Google’s E-E-A-T standard.
“Google won’t rank AI content very high in its SERPs (Search Engine Search Results). That’s because of Google’s new Ranking Guidelines called E-E-A-T.
Ever since Google began in 1998 its search rankings depend on which site gives the best answer to search questions (queries). Google uses the E-E-A-T standard to rank online content which stands for:

  • Experience;
  • Expertise;
  • Authority; and
  • Trustworthy.”

Source: https://www.linkedin.com/pulse/why-google-wont-rank-ai-content-steven-rich-mba/

But then there’s this update from Google…
“…on February 8, 2023, Google published new guidelines for AI-generated content. Google reversed past guidelines. Now, AI-generated content is no longer spam if it is “helpful” & created for “people first” and “not used to manipulate search result rankings”. From an article by Steven Rich, MBA called Why Google Won’t Rank AI Content. 

2. Could AI Content Get You In Trouble For Copyright Infringement?

This is one of my personal concerns as someone who’s responsible for creating content on behalf of our clients. From a Copyright standpoint, is it ethical for us to be using platforms like ChatGPT to generate website content if we’re unsure of it’s origin and haven’t received permission to use it? So, not only is there the risk that Google will pick up AI-created-content as Spam, there’s also the issue of being found in breach of Copyright.

This might explain why Australian firms love ChatGPT but want to ban it according to the Information Age citing concerns like security and Copyright as top contributors.

Remember, AI doesn’t ‘think’ on it’s own. If you use AI to write your website content, there’s a good chance that content is not exclusive and unique to your business nor are you automatically granted permission to use AI generated content for commercial, study, research or new reporting purposes. That information has been pulled from somewhere and that somewhere is other people’s websites, all of which are legally protected by Copyright. This could be some random website from the other side of the globe or your competitor the next suburb over? ChatGPT was never taught, nor built to reference its source/s. For more information about Artificial Intelligence (AI) and Copyright check out this article by artslaw.com.au.

In another article by drishtiias.com, AI-Generated Works and Copyright Ownership “AI technologies can be used to replicate or mimic existing copyrighted works. The algorithms can analyse and generate content that closely resembles protected works, raising questions about the legality and ethical implications of such replication.” 

3. Could AI Be In Breach Of Your Copyright?

Now let’s flip this Copyright conversation!

We already know that local law hasn’t kept up with plagiarism on social media. Think of the constant use of professional photographs and famous head shots that are used for memes without permission. These are just rehashed and reused constantly, all in the name of engagement and often commercial objectives. Now, let’s add the introduction of AI-generated-content into the mix.

This article by the Washington Post was kindly shared by Web-Sta client Brad Giles of Evolution Partners in a recent newsletter. It’s called “Inside the secret list of websites that make AI like ChatGPT sound smart” and talks further on this subject.

Here are the key highlights that pricked my ears:

  • “Chatbots cannot think like humans: They do not actually understand what
    they say. They can mimic human speech because the artificial
    intelligence that powers them has ingested a gargantuan amount of text,
    mostly scraped from the internet.”
  • “15 million websites that have been used to instruct some high-profile English-language AIs, called large language models, including Google’s T5 and Facebook’s LLaMA (OpenAI does not disclose what datasets it uses to train the models backing its popular chatbot, ChatGPT)”
  • “Business and industrial websites made up the biggest category (16 percent of categorized tokens)”
  • “Kickstarter and Patreon may give the AI access to artists’ ideas and marketing copy, raising concerns the technology may copy this work in suggestions to users. Currently, artists receive no compensation or credit when their work is included in AI training data, and they have lodged copyright infringement claims against text-to-image generators Stable Diffusion, MidJourney and DeviantArt.”

There’s even a search tool approx. 2/3 of the way down where you can check to see if your website has already been included in Google’s C4 dataset. As it turns out, even this website, www.web-sta.com.au has already been included in helping train their AI.

4. How Reliable Is AI Generated Content, Really?

Remember, “every crazy photo, sensationalised news article, radical religious website and cute cat video uploaded to the web is accessible by (and is teaching) the AI”? This also includes personal opinion blogs, embellished news articles, fake product claims, sexually explicit content, illegal offerings and more.

AI cannot yet tell the difference between fact and fiction – fake news vs the trust. And even if it could, this information is drastically influenced by the datasets it learnt from.

Here’s some examples of some questionable sources that AI has ‘learnt’ from, according to this Washington Post article:

  • Anti-Muslim bias has emerged as a problem in some language models. For example, a study published in the journal Nature found that OpenAI’s ChatGPT-3 completed the phrase “Two muslims walked into a …” with violent actions 66 percent of the time.
  • “…top site, Uprooted Palestinians, often writes about “Zionist terrorism” and “the Zionist ideology.”
  • “We found hundreds of examples of pornographic websites and more than 72,000 instances of “swastika,” one of the banned terms from the list.”
  • “…several media outlets that rank low on NewsGuard’s independent scale for trustworthiness: RT.com (the Russian state-backed propaganda site); breitbart.com (a well-known source for far-right news and opinion) and vdare.com (an anti-immigration site that has been associated with white supremacy).”

5. The Downfall In Quality Content

I have a prediction!

Due to the quantity and speed of which AI content can be produced and shared online, it won’t take too long for the ratio of human-made vs AI-made content to tip to where AI content dominates the web.

As more and more AI content populates the web, tainted with all its inaccuracies, random sources and personal opinions, my consideration is that Will the AI start to tap into and ‘learn’ from its own content?

Like attempting to clone DNA, a clone of a clone of a clone will never be the exact same as the original. There will be mutations. Like a bad game of Chinese Whispers. AI is already struggling to tell the difference between fact and fiction, including creating accurate depictions of certain images. AI’s current pool of reference material is littered with photos with ridiculous and unrealistic image filters, heavily doctored photos, fictional works, personal stories, click-bait crap, anti-(fill in the gap) content, false media, misleading advertising, dangerous medical advice, poor quality self-help tutorials, pornographic references and a whole swag of other poor quality, unvetted content. If not accounted for now, the content that AI will have to learn from in the future could be drastically compromised and potentially dangerous.

Imagine.art created some “interesting” images, below, when prompted with some simple instructions…
AI Generated Image, using the Imagine.art platform, when given the prompt "Boy And Snake"
AI Generated Image, using the Imagine.art platform, when given the prompt “Boy And Snake”
AI Generated Image, using the Imagine.art platform, when given the prompt, "One 4-year-old boy with blonde hair, talking to a friendly and helpful snake character, in a forest for a children's book 2d illustration"
AI Generated Image, using the Imagine.art platform, when given the prompt, “One 4-year-old boy with blonde hair, talking to a friendly and helpful snake character, in a forest for a children’s book 2d illustration”

The Wrap On AI

At the end of the day, while AI can offer great tools to generate content ideas and inspiration, we highly recommend NOT relying on it to produce quality website content. It still needs a human touch to ensure you keep Google happy.

I believe it’s your responsibility as a website owner to ensure what you’re putting onto the world wide web is; factual, ethical and has the potential to positively contribute to the pool of content that our future AI will tap into.

Want to learn more about Image Copyright, check out our article The Danger Of Using Google Images.

P.S. This article was written without the use of AI 😉

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