The Federal Trade Commission (FTC) has issued a stern warning to the tech industry, cautioning companies to be mindful of the claims they make regarding their use of artificial intelligence (AI).
The FTC has already established a new division aimed at tackling fraud in tech, and this latest warning emphasizes the agency’s commitment to monitoring and regulating the industry.
While the term “AI-powered” has been used in the tech industry for several years, the FTC is concerned that many companies are making exaggerated claims about the capabilities of their AI technology. The agency warns that such claims may be deemed “false or unsubstantiated,” and it is urging marketers to exercise caution when making statements about the use of AI in their products.
The FTC is particularly concerned about claims that suggest AI technology is capable of reading emotions, enhancing productivity, or predicting behaviour. The agency argues that such claims are often based on science fiction and are not supported by the available evidence. As a result, the FTC is asking companies to tone down these kinds of claims and to ensure that any claims made about AI technology are backed up by concrete evidence.
The agency is also cautioning companies against claiming that their AI technology is superior to non-AI products without providing adequate evidence to support this assertion. While it is possible to make such claims, the FTC warns that companies must be able to provide evidence to back up their claims.
Another area of concern for the FTC is the potential risks associated with AI technology. The agency is urging companies to be aware of the risks and to take steps to mitigate them. This includes ensuring that their AI technology is tested and validated and that they understand the potential biases and limitations of their data sets.
Finally, the FTC is reminding companies that they must actually be using AI technology in order to claim that their products are “AI-powered.” The agency warns that simply using a tool or algorithm that is based on machine learning does not necessarily mean that a product is using AI technology.
Overall, the FTC’s warning to the tech industry highlights the agency’s growing concern about the proliferation of exaggerated claims about AI technology. Companies must exercise caution when making claims about their use of AI, and ensure that any claims they make are supported by solid evidence. Failure to do so could result in regulatory action by the FTC.