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70% of people can't spot AI deepfakes, leaving students vulnerable to hidden AI in advertising without proper AI literacy.

In this episode:

• A *Guardian* investigation revealed that 70% of people cannot detect *AI deepfakes*, making students vulnerable to hidden *AI in advertising*.
• Brands like *Once* and *Maket* are using undisclosed *AI generated content* and *AI-generated influencers* due to lower costs and fewer risks compared to human talent.
• Current *AI transparency rules* are lagging; the UK's *Advertising Standards Authority* doesn't explicitly prohibit undisclosed AI, although the EU will require labeling.
• Developing *AI influencers ethics* and critical AI literacy is paramount for educators to equip students to navigate a world saturated with AI-generated information.
• Educators must foster critical thinking skills, including basic *AI deepfake detection*, and discussions around *AI transparency rules* in the classroom.

Chapters:

• 00:00 — Cold open & welcome
• 00:30 — The Guardian's investigation into undisclosed AI in advertising
• 01:15 — Case studies: Once, Maket, and Ashle using AI-generated influencers
• 02:15 — Educational implications: Why AI literacy is crucial for students
• 03:00 — Why brands use AI: Cost savings and managing public image
• 03:45 — The blurring lines of authenticity and 'plausible deniability' in AI content
• 04:30 — Regulatory response: Which?, Lisa Barber, and the Advertising Standards Authority
• 05:15 — The urgent need for AI deepfake detection and AI transparency rules in education
• 06:00 — Cultivating human judgment and ethics over technological prowess

How can teachers equip students to identify *AI deepfakes* and *AI generated content*?
Teachers can equip students by fostering AI literacy as a critical thinking skill, teaching them to question AI outputs, biases, and intent, and discussing *AI transparency rules* in the classroom.

What are the ethical concerns surrounding *AI in advertising* and *AI influencers ethics*?
Ethical concerns include misleading consumers with undisclosed *AI generated content*, eroding trust, and the potential for manipulation when 70% of people cannot detect fake videos.

Are there *AI transparency rules* or regulations for brands using *AI-generated influencers*?
Currently, the UK's *Advertising Standards Authority* does not explicitly prohibit undisclosed *AI generated content*, though the EU's new Artificial Intelligence Act will require deepfakes to be labeled.

Featuring: Dan Fitzpatrick, Once, Maket, Ashle, Reality Defenders, Get Real Labs, Which?, Advertising Standards Authority, Lisa Barber.

Follow AI in Education with Dan Fitzpatrick for more on AI in education.