So, should you use one? That’s the purpose of this guide, which looks at the pros and cons of using AI content detectors.
The rise of AI content detectors
Language-learning models (LLMs) took the world by storm when they entered the cultural zeitgeist in late 2022. All of a sudden, people had access to scores of human-sounding text which could be generated in minutes. As these LLMs evolved, the opportunity to create images, synthesise data and all sorts of other actions became possible.
But not everyone was wowed by AI content, especially the type of AI content that had no real human input behind it. But how could you detect if something was written by a human or a robot? There is an argument that if you can’t detect AI content by reading it, then it must be pretty good to begin with.
However, two years on, and it’s now pretty easy to detect some AI content at first glance. If an article ever starts with “in today’s digital landscape”, there’s a decent chance it’s AI. But what about other content generated by AI?
Enter AI detection tools, which promise to sniff out machine-generated content and preserve authenticity. On paper, having an automated filter to remove any synthetic, AI-authored text, imagery or media from your websites and channels seems appealing. These tools have evolved to identify content created by various AI models such as ChatGPT, Gemini, Jasper, Claude and upcoming models.
They can help:
- Maintain brand integrity and public trust
- protect proprietary IP from generative plagiarism
- Suppress coordinated misinformation campaigns before they go viral.
While the potential pros AI detectors offer are evident, there are some cons you need to consider before adopting them. From complexities around data privacy to technological limitations and even ethical quandaries.
So, here we are, digging into both sides of the AI detection conundrum. Is proactively implementing such a tool a smart way to safeguard toward responsible content governance? Or does it open a Pandora’s Box of unintended consequences lying in wait? The answer likely lies somewhere in between, as is so often the case.
Content credibility risks of generative AI
Before we can even analyse the viability of AI detection solutions, it’s worth getting on the same page around the primary generative AI risks, such as AI-generated text contributing to misinformation and plagiarism, fuelling the need for oversight in the first place:
Supercharged misinformation
Whether maliciously coordinating or not, AI language models have opened the doors to anyone and everyone generating infinite volumes of deceptive, factually plausible yet fabricated stories, conspiracy rhetoric and flat-out fake news that could overwhelm platforms before going viral.
AI detection models can help in maintaining strict confidentiality and privacy while detecting deceptive content.
There was that one person who defended a court case using answers provided by ChatGPT, and that went about as well as you could have expected. There have also been numerous concerns about students essentially using LLMs to do their homework.
Brazen plagiarism and IP theft
By their very nature, these large AI language models are trained on unfathomable amounts of raw data pulled from across the internet—including copyrighted or proprietary creative works like books, websites, images, software and more. Without proper safeguards, publishing regurgitated “original” content from these models is tantamount to enabling plagiarism at an unprecedented scale.
Brand trust and authenticity erosion
Even more concerning? When fraudulent generative AI convincingly mimics your brand's voice, visuals and identity without disclosing its synthetic nature. All those decades of hard-won customer loyalty and trust evaporated because deep fakes became indistinguishable from the real thing you worked so diligently to establish.
Governance and compliance nightmares
This reality creates unique legal quandaries around inadvertently publishing AI-generated content—especially in regulated sectors like finance and healthcare that have strict disclosure rules. Prepare for a tidal wave of lawsuits and non-compliance penalties if governance guardrails aren't established.
In short, generative AI's rapid acceleration presents very real existential risks to our previous conceptions of truth, credibility and authenticity across all digital channels. While this tech likely can't (and perhaps shouldn't) be stopped entirely, safeguards are really very important.
The potential upsides of AI detectors
Cue the introduction of AI detection tools, which represent the initial first wave of solutions attempting to get in front of these emerging generative AI risks. Much in the same way spam filters attempt to block and mitigate junk emails, AI detectors use machine learning to analyse written content, images, audio and video clips to identify the likelihood of AI-generated content and flag media generated artificially.
The potential upsides these technologies offer for protecting content integrity are clear:
Automated content filtering at scale
Consider the manual effort involved with verifying every single piece of user-generated content that hits your major website or app. It's forever overwhelming for even the largest teams. AI detectors automate the filtering and flagging of synthetic content before it ever reaches audiences.
Free and paid AI detectors can help in automating the filtering and flagging of synthetic content by assessing the likelihood of AI detection across various major tools, recognising text from different AI writing tools, and providing a comprehensive detection score across multiple detector models.
Safeguarding intellectual property rights
Similarly, they allow creators, brands and publishers to verify whether newly "published" content (text, visuals, code snippets, etc.) has simply been scraped and reproduced from their copyrighted IP. This maintains appropriate legal control while tracking plagiarists.
Authenticating brand credibility and trust
Using AI detection systems in content creation workflows helps with anything representing your branded voice, visual identity and other authored works, seeing that it’s created by legitimate human employees, contributors or partners as promised. Audiences can trust its authenticity.
Blocking coordinated misinformation campaigns
When malicious bots or players attempt to proliferate AI-generated misinformation or conspiracies at scale, detection tools can suppress the efforts. They provide a first line of defence in the war against digital fakery and deception.
Ensuring legal and compliance standards
Heavily regulated companies and industries often operate under rules that require clear disclosure and/or limitations around using synthetic AI content in operational capacities. Detectors can confirm compliance while restricting violations.
At face value, AI detection tools present potentially valuable capabilities for virtually any company with a vested interest in maintaining credible online presences, protecting their IP and avoiding any legal or governmental compliance risks.
The harsh realities of AI detection limitations
By this point, you might be thinking that AI detection tools sound like a snazzy new addition to your tech stack. Not so fast—as is so frequently the case with buzzworthy innovations, the reality of using AI detection tools at scale is far murkier than the marketing hype would suggest. One major challenge is balancing accuracy in detecting AI-generated content while keeping false positives low. Massive legal, ethical, operational and philosophical hurdles still exist.
Here’s a quick look at some of the stickier roadblocks standing in the way of widespread AI detection implementation:
Sometimes they’re just not that good
Before we even get into the deeper stuff, the reality is that detecting something as AI content is more subjective than these tools will have you think. For example, we’ve fed them content created before LLMs were even a thing, and they’ve come back as 100% AI in some cases.
Unless we had a time machine, the AI content detector is clearly showing a false reading. In other words, relying on them to determine whether AI is 100% accurate is a risky game, as they can be temperamental.
Privacy and bias concerns
What type of user data and information are these detection models being trained on to define AI-generated versus. human-generated content? How secure and anonymised is that information as it’s fed through global tech companies' systems? Not exactly a trivial question in our current data privacy climate. There are also valid concerns around societal biases gradually being woven into deployed detection models over time through skewed training sets.
Adversarial model evasion
As with any content filter, there will always be those actors incentivised to work around detection by developing techniques for deliberately avoiding the AI fingerprints these tools detect. We could see an escalating technological arms race between detectors and language models each working to outsmart the other. A kind of AI Whack a Mole, if you will.
Challenges for multimodal AI creations
Most AI detection offerings today are limited to inspecting one content medium at a time in isolation—either text, images, video, etc. But generative AI is blurring these lines with multimodal models that stitch multiple mediums together into seamless hybrid creations. AI tools like ChatGPT and Undetectable.ai can create multimodal content that is harder to detect. Pulling those AI-human threads apart becomes exponentially harder for single-input detectors and makes it easier to bypass AI content detection.
Integration and standardisation complexities
The reality is that using multiple discrete AI detection tools as they emerge across complex global infrastructures with dozens of unique platforms and content workflows represents a logistical implementation and change management nightmare from an IT perspective. And diverging proprietary detection standards only amplify the headache.
Evolving cost structures and ROI questions
Speaking of integration—as a new space quickly expanding, many AI detection vendors have yet to settle on stable pricing models and service level agreement terms. Often, implementation costs can easily spiral for organisations depending on how much content must be filtered, future-proofing tools and service redundancy needs. Establishing clear ROI takes work.
Free expression and human rights considerations
There are also reasonable public policy debates to be had around the ethics of developing tools expressly intended to censor or limit certain forms of digital expression—even synthetic ones. We haven't begun having those societal discussions.
It's easy to see how promising AI detection capabilities quickly become counterbalanced by an array of valid concerns. Some are purely operational and logistical, while others spiral into deeper existential and human rights quandaries not easily resolved.
Taking a balanced, risk-aware approach
But is the solution really to throw up our hands, declare AI detection unviable, and surrender to the relentless proliferation of generative content with all its concurrent risks? Of course not. As with most technological paradigm shifts, pragmatic solutions rooted in balance and nuanced moderation generally win out.
For most companies considering AI detection integrations, the wisest path forward involves using these tools judiciously via a carefully considered risk management strategy. It is important to distinguish between human-written and machine-generated content to ensure the authenticity and reliability of human written content.
Focus on vulnerability assessments
Rather than blanket AI detection implementation, conduct assessments to spotlight areas of your content operations most vulnerable to abuse or severe consequences. Prioritise using checks in those riskiest segments first.
Deploy multi-factor verification
Don't rely solely on the probabilistic confidence scores of detection models. Layer in additional authentication and human review processes upfront for maximum verification confidence. Prudent solutions use AI in collaboration with (not replacing) human insights.
Develop explicit disclosure policies
Be intentional upfront in defining explicit organisational policies and disclosure standards around when different types of AI use will and will not be permitted or transparently acknowledged. Far better than letting chaos ensue.
Leverage cryptographic audit trails
For truly high-stakes or regulated use cases, investigate implementing additional content authentication layers via distributed ledger technologies like blockchain registries. Building in immutable content provenance trails governed by decentralised cryptography strengthens integrity. This method might seem a bit drastic though, and we only really recommend it if there’s a reason why your company can’t have any AI-generated content whatsoever (more on that in a bit).
Future-proof your governance strategy
Finally, given the sheer speed at which these technologies are evolving, commit to staying apprised of emerging solutions and best practices on an ongoing basis. Plan for continuous iterations and optimisations in your governance model as the ecosystem advances.
Relax, just a little bit
Here at Conturae, we’re very much about human-led content. That’s not to say that the two can’t mix. When you’re reviewing content or writing it, the goal is to make something that’s engaging, reads well and connects with the target audience. Whether you’re using AI, humans or a bit of both (you should always use a bit of both at the very least), make sure that care and love has gone into the content. Do that, and you’re on the right path to creating something people want to read.
Summary: Detection
The generative AI revolution is upon us—that's undeniable at this point. But rather than overreact with authoritarian suppression tactics or ill-conceived technological quick fixes that miss the bigger picture, the wisest path for brands is to apply thoughtful moderation and establish reasonable guardrails to mitigate risks without compromising innovation.
It's not about embracing the extremes of blind acceptance or sweeping algorithmic censorship. The future of content demands a balanced path marked by ongoing iteration, nuanced organizational policy-building, and innovative human-AI collaboration.
Navigating the complexities of AI content detection can be challenging, so let us shoulder the load! At Conturae, we're dedicated to helping brands maintain their content's integrity, authenticity, and trustworthiness. Our innovative platform empowers you to harness the power of AI while safeguarding your brand’s credibility with the input of expert human writers.
Ready to strike the perfect balance between human creativity and AI efficiency? Contact Conturae today to learn how our services can help you stay ahead in an ever-evolving digital landscape.
