AI spam and search: Advancements in artificial intelligence (AI) might lead to rise in AI spam and search

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  Quantumrun Foresight
• May 2, 2022

Insight summary

The rise of AI-generated spam content is reshaping the digital landscape, leading to a complex battle between those creating deceptive content and those working to detect and eliminate it. This trend has far-reaching implications, affecting individual users' safety and trust, forcing companies to invest in advanced security measures, and prompting governments to consider new regulations and standards. The long-term impacts include shifts in consumer behavior, potential political instability due to AI-generated propaganda, and challenges in achieving sustainability goals within the tech industry.

AI spam and search context

AI-generated content is beginning to negatively affect the internet as more users are directed to websites that surface content but lack information that users find valuable or useful. Due to the ease and unlimited scale in which AI systems can create text, audio, and visual content, search engines and humans may experience difficulties identifying future AI-generated spam.

AI technology has improved significantly over the last 10 to 15 years, with AI systems now capable of creating compelling written content, from short stories to song lyrics and sports reports. However, in addition to how AI helps augment and create content of value, AI systems can also be used to create fake content and news stories. Since 2020, AI has been increasingly used to create spam to attract user clicks.

AI spam describes marketing messages, images, videos, websites, and blogs created by AI systems with the sole purpose of attracting users to view, read, or visit these sites or content. AI spam content is created and embedded with numerous keywords and further optimized for search engine discovery so that it appears at the top or near the top of user searches. Typically, AI spam can be easily identified upon closer inspection as the worthwhile information or insights communicated is only surface deep if it exists at all. Those who develop AI spam systems aim to make them so effective that it becomes increasingly difficult for search engines and human users to differentiate this content from genuine content.

Disruptive impact

The rise of hacked spam content by 2020 marked a significant challenge in the digital world, making numerous websites susceptible to cyberattacks. Google's response, using AI systems to detect and remove spam, has been a key step in maintaining the integrity of online information. These AI systems are not only effective but are continually evolving to counter new threats. For individuals, this means a safer browsing experience, but it also highlights the importance of digital literacy and the need to recognize potentially harmful content.

Companies, too, are affected by this trend, as they must invest in security measures to protect their online presence. The use of AI in spam detection is not limited to search engines like Google; businesses may need to adopt similar technologies to safeguard their websites and customer data. This trend offers opportunities for tech companies specializing in security solutions, but it also emphasizes the ongoing battle between those creating spam content and those trying to eliminate it. The dynamic nature of this challenge means that companies may need to be vigilant and proactive in adapting to new threats.

Governments and regulatory bodies have a role to play in this landscape as well. The increasing prevalence of hacked spam content and the corresponding rise of AI-driven solutions may lead to new regulations and standards for online security. Governments can work with technology companies to develop best practices and ensure that these AI systems are used responsibly. Additionally, educational institutions may need to incorporate cybersecurity awareness into their curricula, preparing future generations to navigate an internet where the line between genuine content and spam continues to blur. 

Implications of AI spam 

Wider implications of AI spam may include:

• Complimentary advances in AI technology that can both detect and automatically filter out AI spam, leading to a more secure and authentic online experience for users.
• Collaboration between governments and tech companies to create international standards for AI spam detection, leading to a more unified global approach to cybersecurity.
• The development of educational programs focusing on digital literacy and cybersecurity awareness, leading to a more informed and resilient internet user base.
• Increasing cybercrime growth rates as AI spam can be leveraged to more effectively lead internet users to sites where they may be exposed to fraudulent attacks, malware, and digital financial crimes.
• User trust in particular brands, platforms, or search engines being undermined by the prevalence of AI spam, leading to a shift in consumer behavior and preferences.
• The increasing prevalence of sophisticated psychological operation (PSYOP) campaigns by foreign enemy nations seeking to negatively influence the populations of opposing nations with authentic-looking, AI-generated propaganda, leading to potential political instability and social division.
• A rise in the cost of online business operations due to the need for advanced security measures against AI spam, leading to potential increases in consumer prices.
• The potential for overregulation of AI technologies in response to spam and cybercrime threats, leading to limitations in technological development and potential economic stagnation in the tech sector.
• Environmental concerns related to the energy consumption of constantly evolving and operating AI spam detection systems, leading to potential challenges in achieving sustainability goals within the tech industry.

Questions to consider

• Do you think the growth of AI spam could lead internet users away from search engines towards proxies like Alexa and Siri?
• Can AI spam make individuals more vulnerable to various forms of manipulation?