SGI Labelling – A good way to separate the wheat from the chaff

When a business provides content for the benefit of its customers and stakeholders, that content has to add value. Today, artificial intelligence (AI) has changed the whole idea of content, making it almost like a syndicated package.

How to package non-original content

If you have been using artificial intelligence for your content needs, you would vouch for how simple it is. If you train yourself on how to ask intelligent questions to Google Gemini, you can get mountains of data and even smart analysis on a variety of topics. That is the power of AI content. You can effectively write a 5-page essay on the impact of the US-Iran war on oil prices without knowing anything about the subject. That is how simple AI makes it. Many publications, media houses, and even businesses use AI to create content and post it like original content. Quite often, they do not realize it is AI generated. These kinds of half-truths will not be possible any longer.

You now need to label AI content

Under the new IT rules, any content that is posted by you on any medium; social media or company website or even in a newsletter, needs a label if it is AI generated. You cannot use obfuscating words like Curated Content or Syndicated Content to hide the role played by AI in content creation. It has to be clearly and conspicuously labelled as AI content. If it is an audio or video content that has been created by AI, then the audio or video message must clearly contain a declaration in the beginning that the content was created using AI. In case, the AI content is found to be violating any trademark or copyright (intellectual property), then such content has to be taken down mandatorily in 3 hours.

Separating the wheat from the chaff

Most companies are happy to get mountains of content generated by AI as it takes care of their content volume needs. Most editing packages these days, come with inbuilt identifiers that can separate the AI content from the original content. Let us understand why this synthetically generated information (SGI) label is important. The AI content has little effort from the writer, except for some smart tasking. Also, the AI engine never discloses to you the sources of data, nor does it validate the data. Any content generated by AI engine runs two risks. They could be plagiarized analysis or they could be based on data that is essentially untested, unverified, and erroneous. That is why the SGI labelling.

How does it change the way companies handle content?

Clearly, the focus shifts from curating content from various sources to actually generating valid and useful content. Content works, when it keeps the customer as the nucleus and writes around the customer needs. That is never going to happen in AI-driven content. When you have most of your pages labelled as AI-content, then the impact would be visible on the reader reaction and the page view count. Content is one of the forms of branding for any business. For too long, Indian businesses have taken content too lightly and treated it too frivolously. It is time to change that attitude. Content is a reflection of your corporate brand, and AI cannot do that job for you! Period.