Google's new measure with political ads and artificial intelligence

Political campaigns will need to be more careful about using artificial intelligence (AI) in ads, or at least be clear about whether they are using this tool. Google provided a new measure that will take effect in November. The tech giant's disclosure requirement comes before the Federal Election Commission has yet to impose rules on the matter.

Looking ahead to the 2024 presidential election, the company led by Sundar Pichai announced on Wednesday that campaigns should inform and highlight the use of artificial intelligence for the creation of ads. The initiative will be applied globally on YouTube, where poltical candidates usually publish campaign videos.

For the moment, Facebook has not implemented any similar policy, so campaigns will be able to continue using AI for their ads without having to make it explicit.

One of the most striking announcements in this regard came from the super PAC supporting Ron DeSantis. Never Back Down used artificial intelligence to recreate the voice of Donald Trump. They made him read a post he had posted about Kim Reynolds, governor of Iowa.

Google and artificial intelligence

According to this update, all verified advertisers will be required to specify whether or not their material has "synthetic content that inauthentically depicts real or realistic-looking people or events." Google will require that the label, comparable to caloric warnings on foods, must be "clear and eye-catching" in videos, images or audio content.

For example, you could say that "this video content was synthetically generated" or that "this audio was computer generated." That said, it will not be necessary to emphasize if the video editing was done with artificial intelligence.

In cases of non-compliance with this new rule, the political ads in question will be blocked and then removed. Of course, the victims will be able to appeal the decision.