Blockchain technology has been making headlines for its revolutionary applications in various industries, and now it seems that it might have the potential to save the media industry from the growing threat of AI-driven fake news. As we witness more maliciously generated content circulating online, particularly during high-stakes events like elections or social unrest, the need for reliable authentication systems has never been more pressing.
Artificial intelligence (AI) tools have scaled up political misinformation and personalized it to an extent not possible before. With the help of large language models (LLMs) like ChatGPT and Bard, it is now possible to generate fake videos of entirely fake politicians spewing fake quotes targeted at specific audiences or even individuals. Given that most of our society revolves around language – from media and communication to politics and law, the influence of LLMs is bound to grow, making it harder to distinguish real information from generated content.
One possible solution to this growing problem is blockchains, known primarily for their applications in the world of cryptocurrencies like BTC. By introducing blockchain-based “sign-and-trace” systems for content authentication to important media outlets, it could be possible to reliably source and validate real news stories when they are published. These systems could create a legitimate trail of sources that can be followed online.
There are several reasons why content authentication systems work well on blockchains. Firstly, they can be linked to a persistent digital identity. Secondly, there is an on-chain immutable record of every action or transaction that cannot be changed later. And finally, these systems can be connected to a governance structure and set of rules that must be followed to interact with the system.
Using cryptographic signatures to verify content, this “sign-and-trace” system would make it easier to trace the origin of information, as well as tracking who is using that information and for what purpose. This also makes it possible to clearly see which pieces of information online have been mislabeled or misattributed.
By having records that are open source and transparent, the task of auditing and monitoring content can be shared across a variety of communities with diverse opinions. The blockchain’s ability to enable open markets could increase our collective ability to tackle this daunting mission.
However, it should be noted that AI advancements also have their benefits, and some believe that AI and Web3 technologies can complement one another. Blockchain-based content management and sign-and-trace systems might be the perfect solution to tackle the explosion of generated content and fake news, but it is important to remember the complexities surrounding these technologies.
As the line between real and fake continues to blur, the introduction of these systems for media outlets becomes increasingly important. With blockchain technology offering a viable solution, it may be time to act before it’s too late.
Source: Blockworks
