FTC Attempts To Create Guidelines For AI Developers and Deployers

With the increasing use of AI tools that create synthetic media, such as deepfake videos and voice clones, it is becoming more difficult to differentiate between what is real and fake.

Fraudsters can use these tools to disseminate fake content to large groups or target specific individuals, potentially causing widespread harm.

The article suggests that businesses developing or offering such products need to consider the potential risks and take reasonable precautions to mitigate them before releasing them to the market.

The FTC Act’s prohibition on deceptive or unfair conduct can apply if a tool is effectively designed to deceive, even if that is not its intended purpose. The article concludes by highlighting the serious concerns these new AI tools carry and the need for companies to tread carefully while using them.

The FTC article is intended as guidance for developers and deployers to help ensure that the technology complies with applicable law and operates responsibly. But any guidance is just that…guidance. The big question still remains to be seen whether or not the FTC will follow though on the enforcement. Even better yet, get developers and deployers to play by the rules at the point of development not fines and punishments at a later time.

Sad reality is that technology development and deployment is happening at such an exponential rate that government continues to play the “catch up game.” Not so ideal for protecting consumers in a timely manner.

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