TLDR: Representative Joey Salceda stresses the critical need for public disclosure when content is produced by artificial intelligence, highlighting concerns for intellectual property and the multimedia sector.
Albay Representative Joey Sarte Salceda, who chairs the House ways and means committee, has recently underscored the imperative for the public to be informed when content they encounter is generated by artificial intelligence. This call for transparency comes amidst growing discussions surrounding the impact of AI on various sectors, particularly creative industries and intellectual property rights.
Salceda has previously voiced strong warnings regarding the potential adverse effects of AI on the Filipino multimedia sector. He asserted that without robust, immediate, and responsive protections, such as site-blocking powers for intellectual property authorities, AI “could kill the Filipino multimedia sector.” His concerns stem from the observation that while AI can generate content rapidly, it fundamentally relies on existing source material. This raises questions about copyright infringement and the need for legal mechanisms to protect original works.
While not inherently against AI, Salceda advocates for a balanced approach, acknowledging both the benefits and risks of the technology. He emphasizes that if AI-generated material infringes on original copyrighted content, legal action should be possible. He also highlighted the importance of quick response mechanisms, like site blocking, to enforce copyright protection effectively, stating, “No enforcement, no ownership. You cannot own what you cannot protect. And you will not create if you cannot own.”
The sentiment for disclosure aligns with broader consumer preferences. Recent studies indicate that a significant majority of consumers, around 63%, prefer that AI-generated content be explicitly disclosed. Research also suggests that consumers are increasingly adept at identifying AI-generated images and text, with some studies showing detection rates for images as high as 71.63%. Furthermore, AI-generated advertisements have been found to elicit weaker memory activation and are often perceived as less engaging, boring, or confusing compared to traditional ads, potentially creating a “negative halo effect” on brands.
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The legal landscape surrounding AI-generated content remains a “gray area,” particularly concerning copyrightability, as the U.S. Copyright Office generally requires human authorship for registration. However, proactive measures, such as including disclaimers about AI use in website terms and conditions or client contracts, are being recommended by legal experts to build trust and comply with evolving regulations. Salceda’s push for public awareness is a step towards ensuring ethical and responsible integration of AI into public consumption.
