Text small(default) OpenAI researchers collaborated with Georgetown University’s Center for Security and Emerging Technology and the Stanford Internet Observatory to investigate how large language models might be misused for disinformation purposes.
Text Medium OpenAI researchers collaborated with Georgetown University’s Center for Security and Emerging Technology and the Stanford Internet Observatory to investigate how large language models might be misused for disinformation purposes.
Text Large OpenAI researchers collaborated with Georgetown University’s Center for Security and Emerging Technology and the Stanford Internet Observatory to investigate how large language models might be misused for disinformation purposes.
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Our work brought together different backgrounds and expertise—researchers with grounding in the tactics, techniques, and procedures of online disinformation campaigns, as well as machine learning experts in the generative artificial intelligence field—to base our analysis on trends in both domains.
We believe that it is critical to analyze the threat of AI-enabled influence operations and outline steps that can be taken before language models are used for influence operations at scale. We hope our research will inform policymakers that are new to the AI or disinformation fields, and spur in-depth research into potential mitigation strategies for AI developers, policymakers, and disinformation researchers.
“How might language models change influence operations, and what steps can be taken to mitigate this threat?”
Our bottom-line judgment is that language models will be useful for propagandists and will likely transform online influence operations. Even if the most advanced models are kept private or controlled through application programming interface (API) access, propagandists will likely gravitate towards open-source alternatives and nation states may invest in the technology themselves.
H4 How Could AI Affect Influence Operations?
- Actors: Language models could drive down the cost of running influence operations, placing them within reach of new actors and actor types. Likewise, propagandists-for-hire that automate production of text may gain new competitive advantages.
- Behavior: Influence operations with language models will become easier to scale, and tactics that are currently expensive (e.g., generating personalized content) may become cheaper. Language models may also enable new tactics to emerge—like real-time content generation in chatbots
- Content: Text creation tools powered by language models may generate more impactful or persuasive messaging compared to propagandists, especially those who lack requisite linguistic or cultural knowledge of their target. They may also make influence operations less discoverable, since they repeatedly create new content without needing to resort to copy-pasting and other noticeable time-saving behaviors.
Our bottom-line judgment is that language models will be useful for propagandists and will likely transform online influence operations. Even if the most advanced models are kept private or controlled through application programming interface (API) access, propagandists will likely gravitate towards open-source alternatives and nation states may invest in the technology themselves.
- Actors: Language models could drive down the cost of running influence operations, placing them within reach of new actors and actor types. Likewise, propagandists-for-hire that automate production of text may gain new competitive advantages.
- Behavior: Influence operations with language models will become easier to scale, and tactics that are currently expensive (e.g., generating personalized content) may become cheaper. Language models may also enable new tactics to emerge—like real-time content generation in chatbots
- Content: Text creation tools powered by language models may generate more impactful or persuasive messaging compared to propagandists, especially those who lack requisite linguistic or cultural knowledge of their target. They may also make influence operations less discoverable, since they repeatedly create new content without needing to resort to copy-pasting and other noticeable time-saving behaviors.
H4 Unlocking AI’s full potential
Our bottom-line judgment is that language models will be useful for propagandists and will likely transform online influence operations. Even if the most advanced models are kept private or controlled through application programming interface (API) access, propagandists will likely gravitate towards open-source alternatives and nation states may invest in the technology themselves.
H5 Step 1: Explore
The best way to begin using AI-powered campaigns is to commit to a starting point. Here are some proven ways to make room for experimentation.
H5 Step 2: Experiment
Hallen and Hernandez’s success is supported by recent McKinsey research, which confirms that the bottom-line value gained from AI remains strong and largely consistent. Unlocking its full potential, however, requires companies to reimagine their business models and disrupt how work gets done. This can leave retail marketers at a crossroads: They’re asked to experiment with new, emerging ways to drive business value, while also continuing to maintain stable profitability.
Fortunately, this change doesn’t have to happen all at once. To break it down step-by-step, we asked 12 industry leaders to share how they gradually tested AI-powered campaigns to prepare for a successful holiday season. These conversations helped us identify four distinct phases, along with key tips and strategies for success.
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