![]() When you talk about AI in your advertising, the FTC may be wondering, among other things:Īre you exaggerating what your AI product can do? Or even claiming it can do something beyond the current capability of any AI or automated technology? For example, we’re not yet living in the realm of science fiction, where computers can generally make trustworthy predictions of human behavior. Marketers should know that - for FTC enforcement purposes - false or unsubstantiated claims about a product’s efficacy are our bread and butter. ![]() In some cases, this lack of efficacy may exist regardless of what other harm the products might cause. But the fact is that some products with AI claims might not even work as advertised in the first place. ![]() We’ve already warned businesses to avoid using automated tools that have biased or discriminatory impacts. Breathless media accounts don’t help, but it starts with the companies that do the developing and selling. And at the FTC, one thing we know about hot marketing terms is that some advertisers won’t be able to stop themselves from overusing and abusing them.ĪI hype is playing out today across many products, from toys to cars to chatbots and a lot of things in between. But one thing is for sure: it’s a marketing term. It often refers to a variety of technological tools and techniques that use computation to perform tasks such as predictions, decisions, or recommendations. Is it any wonder that we can be primed to accept what marketers say about new tools and devices that supposedly reflect the abilities and benefits of artificial intelligence (AI)?Īnd what exactly is “artificial intelligence” anyway? It’s an ambiguous term with many possible definitions. For generations we’ve told ourselves stories, using themes of magic and science, about inanimate things that we bring to life or imbue with power beyond human capacity. And all manner of robots serve or control us.
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