锐评｜AI答案藏广告？投喂广告就能干预结果谈何智能

Core Viewpoint - The increasing use of generative artificial intelligence (AI) by users for answering life questions and assisting in consumer decisions is being manipulated by advertisers through the creation of misleading promotional content disguised as authoritative reports [1][2]. Group 1: Advertising Manipulation - Advertisers are intervening in AI search results by fabricating "authoritative reports," with advertising agencies executing these operations [1]. - The so-called "generative engine optimization" services provided by agencies involve mass distribution of promotional content to enhance the likelihood of these materials being captured by AI models, thereby manipulating search results [1][4]. Group 2: User Impact and Ethical Concerns - The presence of intentionally fabricated data and disguised promotional language in AI-generated answers transforms the perceived efficiency of AI into a hidden manipulation, leading to potential risks in critical areas like healthcare and finance [2][3]. - Users' trust in AI responses may shift from acceptance to skepticism due to the overwhelming presence of false content, posing a reputational crisis for AI companies and a significant ethical challenge for the emerging industry [2][3]. Group 3: Information Ecosystem and Regulation - The business model of advertising agencies, which involves bulk distribution of paid content across platforms, leads to a skewed learning process for AI models, favoring commercially driven answers [4]. - To address this issue, content platforms must strengthen their defenses against large-scale distribution of commercial soft articles, and AI systems should develop better mechanisms for identifying and filtering out misleading information [4][5]. - Regulatory frameworks and industry standards are urgently needed to define and control the manipulation of information and interference with AI objectivity, ensuring that advertising does not dictate AI search results [5].