<\/p>\n
It would be so easy to stand in line, nod solemnly and pretend this new set of synthetic media guidelines is flawless. But someone has to push back on behalf of the industry, so here I am. It would be so easy to stand in line, nod solemnly and pretend this new set of synthetic media guidelines is flawless. But someone has to push back on behalf of the industry, so here I am. The report in question comes from Partnership on AI, a major global AI and media ethics group, and<\/p>\n","protected":false},"author":1,"featured_media":4562,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[118],"tags":[],"class_list":{"0":"post-4561","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-publishing-news"},"amp_enabled":true,"_links":{"self":[{"href":"https:\/\/sandbox.hbmadvisory.com\/amplify\/wp-json\/wp\/v2\/posts\/4561","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/sandbox.hbmadvisory.com\/amplify\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/sandbox.hbmadvisory.com\/amplify\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/sandbox.hbmadvisory.com\/amplify\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/sandbox.hbmadvisory.com\/amplify\/wp-json\/wp\/v2\/comments?post=4561"}],"version-history":[{"count":1,"href":"https:\/\/sandbox.hbmadvisory.com\/amplify\/wp-json\/wp\/v2\/posts\/4561\/revisions"}],"predecessor-version":[{"id":4563,"href":"https:\/\/sandbox.hbmadvisory.com\/amplify\/wp-json\/wp\/v2\/posts\/4561\/revisions\/4563"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/sandbox.hbmadvisory.com\/amplify\/wp-json\/wp\/v2\/media\/4562"}],"wp:attachment":[{"href":"https:\/\/sandbox.hbmadvisory.com\/amplify\/wp-json\/wp\/v2\/media?parent=4561"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/sandbox.hbmadvisory.com\/amplify\/wp-json\/wp\/v2\/categories?post=4561"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/sandbox.hbmadvisory.com\/amplify\/wp-json\/wp\/v2\/tags?post=4561"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
\nThe report in question<\/a> comes from Partnership on AI, a major global AI and media ethics group, and is supported by organisations with genuinely good intentions. It lays out thoughtful, well-structured principles for how publishers should handle synthetic media, including the need for traceable sourcing, contextual information, human oversight and heightened safeguards around elections, child safety and manipulated visuals.
\nI agree with all of it \u2013\u00a0except one bit.
\nThey suggest that every time AI is used, in any capacity, it should be declared. Loudly. In every article. As if we\u2019re all walking around with \u201cAssisted by AI\u201d badges pinned to our chests.
\nTo me, that\u2019s like asking every accountant to declare whether they used a calculator, or demanding that cars still be preceded by a man waving a red flag. It is already the case that the vast majority of content has had some sort of AI touchpoint, whether it\u2019s summarising, fact checking, proofreading or just helping you fix a dodgy sentence.
\nThis isn\u2019t some niche corner of publishing any more. Within a year or two, everything \u2013 every newsroom, every publication, every tool we use \u2013 will have AI running through it. It won\u2019t be flagged; it\u2019ll just be quietly there, like spellcheck or the internet itself.
\nWe should absolutely build smart, ethical guidelines. Humans must stay accountable. Sourcing must be clear and we should not deny that high-risk content needs extra care.
\nBut insisting that all AI use be labelled is not only impractical, it\u2019s outdated before it\u2019s even begun. It imagines a world where AI is still exceptional. In reality, it\u2019s already everywhere.
\nAnd while publishers debate labelling policies, others are out there building integrated tools that will outpace them.
\nI think this report is important. It gets almost everything right. But on this point, we need to call it out.
\nTrust comes from responsibility and clarity, not disclaimers.
\nIvan Massow is co-founder of Tomorrow\u2019s Publisher<\/a> and founder and ceo of NoahWire<\/a><\/p>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"