emerging
Trust by Design
Building trust in a post-truth world requires proactive measures, including verifying content creators and sources, detecting deepfakes, and establishing ethical AI frameworks.
Timeframe
near-term
Categories
Impact areas
Detailed Analysis
The rapid advancement of AI, particularly in areas like generative content, raises concerns about misinformation and the erosion of trust. The report highlights the need for "Trust by Design," a proactive approach to building trust in a digital landscape increasingly susceptible to manipulation. This involves developing tools and frameworks for verifying the legitimacy of content creators and sources, detecting deepfakes and other forms of manipulated media, and establishing ethical guidelines for AI development and deployment. Startups like TrustNXT, Detesia, Koll, and GAIA are developing solutions that address these challenges, from digitally indelible watermarks and deepfake detection software to enhanced caller ID and AI auditing frameworks. These examples demonstrate the importance of addressing trust issues at the technological level, providing users with the means to verify information and hold creators accountable. The report emphasizes the need for radical transparency and accountability, urging brands to be role models in establishing ethical standards for the use of AI and other emerging technologies.
Context Signals
Government Communication Service and OmniGOV's values-driven framework for data use in new technologies.
Coca-Cola's transparent use and labeling of generative AI in its Christmas advert.
Edelman Trust Barometer 2023 shows businesses are perceived as more competent and ethical than governments.
Edge
Development of decentralized identity systems for verifying the credentials of individuals and organizations online.
Integration of blockchain technology for creating tamper-proof records of content origin and ownership.
Creation of AI-powered fact-checking platforms that can assess the credibility of information in real-time.
