How can we preserve human creativity, trust and transparency in the AI age?
We all know the creative industries are being disrupted at an unprecedented pace and scale.
And while there’s scope for these powerful tools to enhance content creation, they also raise concerns about transparency, truth and trust.
This year, the question I’ve been asked most often by clients, contacts and industry partners is this:
What can brands and communicators do to ensure authenticity and protect themselves as AI-generated content becomes more prevalent?
At Formative, we believe radical transparency is the answer.
That's why we unveiled our new generative AI Transparency Tool (AITT) at the Cannes Lions Festival of Creativity last week.
The AITT is our online platform designed to bring full visibility to the world of written content. As we all grapple with misinformation, mistrust and scepticism towards GenAI, building trust through transparency is even more crucial.
Here's how our new tool adds to the conversation and helps you foster authentic content:
AI Content Identification
Creators use our tool to map if a piece of text has been generated, edited or even just prompted by an AI language model. AI-assisted portions are clearly flagged, so there's full transparency and no ambiguity.
Source Attribution
When the AITT recognises AI-generated text pulled from online sources, it references them. This means there’s no doubt about where the content originated from, and it’s easy for humans to check or dive deeper.
Original vs AI-Generated Split
You can see a visual breakdown of how much content was originally human-written versus AI-generated or AI-assisted. You will also be able to export a report or add the widget button to your output.
Change Tracking
As we all collaborate more with GenAI tools, the AITT keeps a full audit trail of revisions, drafting and edits – and can pinpoint where these have been carried out by AI or by humans.
Since I founded Formative 10 years ago, our mission has been to help brands reach their target audiences with impactful and creative storytelling and visually arresting content.
Now, I believe that transparency is the new frontier for brand trust.
I want to empower everyone who creates content to harness the incredible potential of generative AI responsibly and credibly. Our AITT will enable content teams to be upfront about their use of GenAI in the creative process, bringing a fresh level of transparency and giving audiences full visibility while retaining that vital human input.
At Formative, we’re inviting everyone to join this transparency wave. Sign up for early access to our beta test level tool at: https://www.formativecontent.com/transparency.
We cannot put the AI genie back in the bottle – day after day we see new advances and new opportunities arising from this powerful technology. And that’s why we need to work to elevate human creativity while also shaping an authentic, trustworthy future for AI and humans to work together.
With innovations like the AITT, we can realise the full potential of human+AI content, increase transparency, guard against misuse and give our audiences what they want.
We’re starting today, and we’d love for you to come along with us.
Author: Gay Flashman
