In response to growing worries about the effects of generative artificial intelligence (AI), General Mills is expanding its efforts to identify false information online, according to information shared with Marketing Dive.
Zefr’s AI-powered Atrium has been tested by the marketer for packaged foods and its agency partner Mindshare, and they are now looking to use it on more campaigns. The engine incorporates audio and frame-by-frame video analysis along with a scaled human review and moderation process, positioning it as more sophisticated than conventional text-based brand safety solutions. Zefr concentrates on TikTok, YouTube, and Meta Platforms, highlighting the areas where General Mills may want to be more vigilant about false information.
As more consumers and businesses use generative AI, its drawbacks are becoming more apparent, but interest in the field is still high.
Read More: General Mills ramps up misinformation fight as generative AI concerns rise
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