Living things are made of clay. The doll becomes a boy. A monster appears in the laboratory. A computer takes over a spaceship. And all kinds of robots serve us or control us. For generations, we’ve told ourselves stories with themes of magic and science, bringing inanimate objects to life, and imbuing them with powers beyond human capabilities. Is it any wonder that we are ready to take what marketers say about new tools and devices that seem to reflect the power and benefits of artificial intelligence (AI)?
So what exactly is “artificial intelligence”?that is ambiguous term There are many possible definitions. Often refers to various technical tools and techniques that use computation to perform tasks such as predictions, decisions, and recommendations. But one thing is certain: it’s a marketing term. Now it’s hot. And at the FTC, one thing we know about hot marketing terms is that some advertisers just can’t stop abusing them.
Today, the AI hype spans products ranging from toys to cars to chatbots. A breathtaking media account doesn’t help, but it starts with the company that develops and sells.we already warned Businesses should avoid using automated tools that have a biased or discriminatory effect. But in reality, some products that claim AI may not even work as advertised in the first place. In some cases, this lack of efficacy may exist regardless of what other harm the product may cause. You should know that false or unsubstantiated claims about the effectiveness of are our bread and butter.
When talking about AI in advertising, the FTC may specifically ask:
Am I exaggerating what AI products can do? Or do they even claim that they can surpass the capabilities of current AI and automation technologies? In science fiction, computers are generally capable of making reliable predictions about human behavior. Performance claims are deceptive if they lack scientific backing or apply only to certain types of users or under certain conditions.
Are you promising that AI products are better than non-AI products? It’s not uncommon for advertisers to say that the latest technology has improved their products. Perhaps to justify higher prices or influence labor decisions. Comparable claims of this kind also require adequate evidence, and if it is impossible to obtain such evidence, do not make the claim.
Are you aware of the risks? Before you bring your AI product to market, you need to know the reasonably foreseeable risks and impacts of your AI product. If something goes wrong (it may fail or give you biased results), you can’t blame the third-party developers of the technology. And I can’t say that the technology is irresponsible because it’s a “black box” that I don’t understand or didn’t know how to test.
Does your product actually use AI at all? If you think you can get away with unsubstantiated claims that your product is AI-enabled, think again. An investigation allows FTC technicians and others to look inside and analyze other materials to see if what’s inside matches your claims. Before labeling a product as AI-powered, it should also be noted that simply using AI tools in the development process is not the same as having an AI-powered product.
This message is not new.Advertisers are our Legacy AI Guidance, focused on fairness and impartiality, but also made it clear not to overestimate what algorithms and AI-based tools can offer. claims are also important. He doesn’t need a machine to predict what the FTC will do if those claims aren’t supported.