AI-Generated Content Creates Problems Across Industries
The issues surrounding artificial intelligence-generated content extend far beyond restaurant menus. While AI systems promise efficiency and cost savings, they consistently produce generic results that fail to serve their intended purpose and can sometimes pose serious risks to public safety.
Research published this month by Hallam, a digital marketing agency, examined the prevalence of AI-generated health content on social media platforms. The findings reveal a troubling trend. AI-generated or AI-assisted content appeared in 40% of top health-related TikTok videos, with some search terms showing even higher rates. Searches for "health tips" returned videos that were 84% AI-generated or AI-assisted content. These videos accumulated substantial viewership, with top AI-generated doctor and health videos averaging 2.5 million views each.
The content examined in the research often contained dangerously inaccurate medical information. AI-generated accounts promoted debunked myths about cancer, claiming that microwaving food in plastic, using deodorants, and sleeping next to phones could cause the disease. Cancer Research UK has refuted all these claims. The videos also promoted dubious remedies, such as Coca-Cola mixed with onion for pain relief, and nonexistent products like "Hyalethinap Plus Pro Max" marketed as an anti-ageing solution.
Medical professionals have raised serious concerns about this trend. Dr Emma Runswick, deputy chair of the British Medical Association council, warned that these accounts "peddle medical myths and promote so-called miracle cures." She called for social media platforms to take stronger action. Prof Victoria Tzortziou Brown, president of the Royal College of GPs, said the misleading AI content carries "a real risk" of harm. NHS England's national medical director, Prof Frankie Swords, noted that clinicians report increasing numbers of patients who feel worried and confused after encountering false advice spread online for engagement metrics.
Alex Ruani, a health misinformation researcher at UCL, characterized the situation as "industrialised exploitation of trust." The problem affects a significant portion of the population. A poll of over 7,400 adults in England found that about one in five people use social media for health information. Without the ability to distinguish reliable information from misinformation, these individuals risk serious health consequences.
When TechCrunch approached TikTok about these findings, a platform spokesperson disputed the accuracy of the research, stating that Hallam's findings do not reflect their platform. The company claimed it removes harmful health misinformation and partners with organizations like the World Health Organization and NHS to provide reliable information.
The common thread connecting AI-generated restaurant menus and health misinformation is clear: when systems prioritize efficiency over accuracy and authenticity, the results harm users. Whether diminishing the dining experience or potentially endangering public health, AI-generated content that lacks human oversight and expertise creates problems that extend beyond inconvenience.