How to navigate AI and the rise of misinformation throughout Northern Ireland and the UK

With AI continually diversifying, and a constant flow of new apps, features, GPTs, and more available, the communications and marketing professionals in Northern Ireland and beyond are facing a mixture of opportunities and challenges. Whether we like it or not, AI is quickly becoming a key part of our day-to-day processes and strategies.  

As a team, we’re committed to guiding our clients through this evolving landscape, ensuring that their narratives remain original and effective, and the use of AI is enhancing client work, not cutting corners. 

The double-edged sword of AI in Communications  

From automating routine tasks to providing quick and in-depth audience analysis, AI has created efficiencies within the world of communications. Specifically, a recent study carried out by Microsoft Ireland and Trinity College Dublin Business School, showed that 91% of organisations across the island of Ireland are integrating AI into their business in some capacity. Even more interesting is that only 10% of SME’s have created their own AI strategy, compared to 50% of multinationals.  

However, at the same time, these same AI tools that enhance efficiency can also be exploited to create and spread damaging misinformation, which poses risks to public trust and brand integrity.  

Is AI accelerating a misinformation epidemic?  

Do you think you would be able to point out a piece of AI-generated news content?  

With the quick and easy accessibility of AI platforms, it has now become easier to create and spread false information. Deepfakes, fake news, and misleading content can be produced rapidly, challenging the credibility of genuine journalists and communication professionals.  

The UK government has emphasised the need for caution when viewing certain news articles, especially during critical times, such as elections or crisis situations.  

Due to Northern Ireland’s position post-Brexit, there are complex regulatory nuances that could have implications. The region is set to be the only part of the UK subject to the EU’s comprehensive AI Act. This act will introduce strict requirements for AI technologies, especially those that are deemed to be high-risk, necessitating transparency and human oversight.  

With the understanding of the abundance of misinformation shared within some AI platforms, Impact has re-dedicated itself to ensuring accuracy in the communications we develop on behalf of our clients and continues to enhance our knowledge of clients’ industries to ensure rigorous fact-checking around the content we develop. 

How our team is approaching ethical use of AI 

While integrating our own processes surrounding AI, we have developed some key strategies that we believe are best to ensure AI is used appropriately and correctly throughout our daily tasks:  

• Educating our team: We have invested in professional training to ensure best practice on correctly and ethically using AI, particularly when using generative AI for research and background for developing client content. 

• The Importance of the verification process: We are using a combination of platforms, including GPTZero, to disseminate information to ensure content undergoes thorough fact-checking protocols and will not be punished in performance by relying too heavily on AI.  

• Regularly check the changes in AI legislation: As AI rapidly develops, we are staying well-informed of the laws and regulations concerning AI and data management to ensure compliance for our own team and clients and protect client information. 

• Be prepared for crisis: With the rise of AI-fueled cyber-attacks using deep fakes and increasingly elaborate scams, we are ensuring our team is prepared for potential misinformation attacks. We have recently undergone a rigorous cyber-attack-themed crisis simulation with the team from Polpeo, which gave us a great, hands-on opportunity to sharpen our crisis response skills.  

• Continuous internal discussions about AI are key: Continuous, transparent communication about the use of AI is extremely important to ensure honesty and accountability.  

Our team is dedicated to integrating AI within our processes, but also to ensure it is used ethically and appropriately. We believe in delivering communications for our clients that are not only effective but also trustworthy.  

Get in touch with us today.