AI is already writing books, websites and online recipes - The Washington Post - 0 views
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Experts say those books are likely just the tip of a fast-growing iceberg of AI-written content spreading across the web as new language software allows anyone to rapidly generate reams of prose on almost any topic. From product reviews to recipes to blog posts and press releases, human authorship of online material is on track to become the exception rather than the norm.
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Semrush, a leading digital marketing firm, recently surveyed its customers about their use of automated tools. Of the 894 who responded, 761 said they’ve at least experimented with some form of generative AI to produce online content, while 370 said they now use it to help generate most if not all of their new content, according to Semrush Chief Strategy Officer Eugene Levin.
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What that may mean for consumers is more hyper-specific and personalized articles — but also more misinformation and more manipulation, about politics, products they may want to buy and much more.
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As AI writes more and more of what we read, vast, unvetted pools of online data may not be grounded in reality, warns Margaret Mitchell, chief ethics scientist at the AI start-up Hugging Face
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“The main issue is losing track of what truth is,” she said. “Without grounding, the system can make stuff up. And if it’s that same made-up thing all over the world, how do you trace it back to what reality is?”
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a raft of online publishers have been using automated writing tools based on ChatGPT’s predecessors, GPT-2 and GPT-3, for years. That experience shows that a world in which AI creations mingle freely and sometimes imperceptibly with human work isn’t speculative; it’s flourishing in plain sight on Amazon product pages and in Google search results.
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“If you have a connection to the internet, you have consumed AI-generated content,” said Jonathan Greenglass, a New York-based tech investor focused on e-commerce. “It’s already here.
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“In the last two years, we’ve seen this go from being a novelty to being pretty much an essential part of the workflow,”
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the news credibility rating company NewsGuard identified 49 news websites across seven languages that appeared to be mostly or entirely AI-generated.
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The sites sport names like Biz Breaking News, Market News Reports, and bestbudgetUSA.com; some employ fake author profiles and publish hundreds of articles a day, the company said. Some of the news stories are fabricated, but many are simply AI-crafted summaries of real stories trending on other outlets.
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Ingenio, the San Francisco-based online publisher behind sites such as horoscope.com and astrology.com, is among those embracing automated content. While its flagship horoscopes are still human-written, the company has used OpenAI’s GPT language models to launch new sites such as sunsigns.com, which focuses on celebrities’ birth signs, and dreamdiary.com, which interprets highly specific dreams.
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Ingenio used to pay humans to write birth sign articles on a handful of highly searched celebrities like Michael Jordan and Ariana Grande, said Josh Jaffe, president of its media division. But delegating the writing to AI allows sunsigns.com to cheaply crank out countless articles on not-exactly-A-listers
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It isn’t just text. Google users have recently posted examples of the search engine surfacing AI-generated images. For instance, a search for the American artist Edward Hopper turned up an AI image in the style of Hopper, rather than his actual art, as the first result.
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Jaffe said he isn’t particularly worried that AI content will overwhelm the web. “It takes time for this content to rank well” on Google, he said — meaning that it appears on the first page of search results for a given query, which is critical to attracting readers. And it works best when it appears on established websites that already have a sizable audience: “Just publishing this content doesn’t mean you have a viable business.”
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Google clarified in February that it allows AI-generated content in search results, as long as the AI isn’t being used to manipulate a site’s search rankings. The company said its algorithms focus on “the quality of content, rather than how content is produced.”
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Reputations are at risk if the use of AI backfires. CNET, a popular tech news site, took flack in January when fellow tech site Futurism reported that CNET had been using AI to create articles or add to existing ones without clear disclosures. CNET subsequently investigated and found that many of its 77 AI-drafted stories contained errors.
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Jaffe said his company discloses its use of AI to readers, and he promoted the strategy at a recent conference for the publishing industry. “There’s nothing to be ashamed of,” he said. “We’re actually doing people a favor by leveraging generative AI tools” to create niche content that wouldn’t exist otherwise.
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BuzzFeed, which pioneered a media model built around reaching readers directly on social platforms like Facebook, announced in January it planned to make “AI inspired content” part of its “core business,” such as using AI to craft quizzes that tailor themselves to each reader. BuzzFeed announced last month that it is laying off 15 percent of its staff and shutting down its news division, BuzzFeed News.
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it’s finding traction in the murkier worlds of online clickbait and affiliate marketing, where success is less about reputation and more about gaming the big tech platforms’ algorithms.
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That business is driven by a simple equation: how much it costs to create an article vs. how much revenue it can bring in. The main goal is to attract as many clicks as possible, then serve the readers ads worth just fractions of a cent on each visit — the classic form of clickbait
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In the past, such sites often outsourced their writing to businesses known as “content mills,” which harness freelancers to generate passable copy for minimal pay. Now, some are bypassing content mills and opting for AI instead.
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“Previously it would cost you, let’s say, $250 to write a decent review of five grills,” Semrush’s Levin said. “Now it can all be done by AI, so the cost went down from $250 to $10.”
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The problem, Levin said, is that the wide availability of tools like ChatGPT means more people are producing similarly cheap content, and they’re all competing for the same slots in Google search results or Amazon’s on-site product reviews
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So they all have to crank out more and more article pages, each tuned to rank highly for specific search queries, in hopes that a fraction will break through. The result is a deluge of AI-written websites, many of which are never seen by human eyes.
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But CNET’s parent company, Red Ventures, is forging ahead with plans for more AI-generated content, which has also been spotted on Bankrate.com, its popular hub for financial advice. Meanwhile, CNET in March laid off a number of employees, a move it said was unrelated to its growing use of AI.
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The rise of AI is already hurting the business of Textbroker, a leading content platform based in Germany and Las Vegas, said Jochen Mebus, the company’s chief revenue officer. While Textbroker prides itself on supplying credible, human-written copy on a huge range of topics, “People are trying automated content right now, and so that has slowed down our growth,”
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Mebus said the company is prepared to lose some clients who are just looking to make a “fast dollar” on generic AI-written content. But it’s hoping to retain those who want the assurance of a human touch, while it also trains some of its writers to become more productive by employing AI tools themselves.
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He said a recent survey of the company’s customers found that 30 to 40 percent still want exclusively “manual” content, while a similar-size chunk is looking for content that might be AI-generated but human-edited to check for tone, errors and plagiarism.
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Levin said Semrush’s clients have also generally found that AI is better used as a writing assistant than a sole author. “We’ve seen people who even try to fully automate the content creation process,” he said. “I don’t think they’ve had really good results with that. At this stage, you need to have a human in the loop.”
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For Cowell, whose book title appears to have inspired an AI-written copycat, the experience has dampened his enthusiasm for writing.“My concern is less that I’m losing sales to fake books, and more that this low-quality, low-priced, low-effort writing is going to have a chilling effect on humans considering writing niche technical books in the future,”
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It doesn’t help, he added, knowing that “any text I write will inevitably be fed into an AI system that will generate even more competition.”
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Amazon removed the impostor book, along with numerous others by the same publisher, after The Post contacted the company for comment.
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AI-written books aren’t against Amazon’s rules, per se, and some authors have been open about using ChatGPT to write books sold on the site.
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“Amazon is constantly evaluating emerging technologies and innovating to provide a trustworthy shopping experience for our customers,”