AI and Misinformation: Why Newspaper Media is More Important Than Ever

If you've spent any time recently on YouTube Shorts, Meta Reels, or TikTok, you've probably come across a press conference or someone speaking where what you heard seemed so outrageous, it was hard to believe.

Or maybe it was easy to believe—perhaps because you don't like the person or cause, or simply because you found it funny.

Case and point: a video of a press conference featuring Los Angeles Lakers GM Rob Pelinka discussing the possibility of drafting LeBron James' son, Bronny James, in the 2024 draft.

What Pelinka actually said in the press conference (which was complimentary of Bronny) and what the video showed (not so much) were vastly different. Because of the spicy language and clear comedy, is was clear-ish that it was a fake. It's amazing at how good AI is getting and for people to be able to manipulate videos that way. And AI is only getting better. 

In today’s digital world, artificial intelligence (AI) is changing the way we create and share news. While AI brings some amazing tools, it also comes with challenges, especially when it comes to spreading misinformation and fake news. Some of it's meant to entertain and make light of situations. Others are meant to intentionally create discord.

Neil deGrasse Tyson, the world famous astrophysicist and Host of the StarTalk Podcast, has warned that AI's ability to create convincing fake videos and media could erode trust in the internet. He said AI-generated deepfakes and voice replicas might make it difficult to distinguish real content from fake, potentially leading to the internet's downfall -- the "nail in the coffin" he called it. 

Let's look at how advanced AI is contributing to the spread of false information and why newspaper media -- print and digital outlets -- might become more important than ever for readers and advertisers alike.

How AI Fuels Misinformation

AI, particularly generative models, has made it easier to produce fake news by automating the creation of content that looks like real news. Since May 2023, the number of websites spreading misinformation has shot up by more than 1,000%. Because AI can churn out convincing content, just about anyone can now create and share fake news, making it tougher to tell what’s real from what’s not.

Large Language Models (LLMs) and other AI tools sift through huge amounts of data to craft stories that seem believable, giving bad actors an easy way to spread false information. This problem gets worse with AI-generated images and videos that look like real events, further blurring the line between truth and fiction.

Why Newspaper Media Still Matter

Don't get me wrong. AI can help people be more productive. It generated the image for this article and helped pull information. 

As AI-driven misinformation becomes more common, newspapers - in their print and digital forms - could become even more essential as trusted sources of news and businesses. Newspapers are typically backed by professional journalists who follow strict ethical standards and fact-checking processes, offering a level of trust that AI-generated content often lacks.

• Credibility and Trust: Newspapers have built their reputations over decades, if not centuries. In a world where misinformation spreads fast, the trust that people have in these outlets is invaluable.
• Advertising Benefits: For advertisers, being associated with reputable news organizations can boost their brand’s credibility. As people become more cautious about where they get their news, advertisers might prefer to stick with trusted media to avoid the risks tied to misinformation.
• Media Literacy and Verification: Newspapers can play a key role in teaching the public about media literacy, helping people develop the skills to spot and verify real news. This is crucial in the fight against fake news.

The rise of AI-generated misinformation poses big challenges for the news industry, but it also highlights why traditional newspapers are still so important. As AI continues to develop, the demand for trustworthy news sources and savvy readers will only grow. Newspapers, with their established credibility, offer a unique advantage for businesses looking to get their message out.

By advertising in reputable newspapers, businesses can align themselves with trusted sources, boosting their own credibility and reaching an audience that values reliable information. In a world where consumers are becoming more discerning about where they get their news, advertising in newspapers not only helps businesses avoid the risks tied to misinformation but also connects them with customers who appreciate quality and trust.

Brand safe and trusted. Newspaper Media.