The Unreal #TechVision 154 Since we know that being real has no direct creators to easily mint NFTs of their social media protecting the rights of citizens. The current bearing on being good, being real should not posts, letting them set terms of use, license their proposal takes a risk-based approach, banning be the guiding star for business or society. content accordingly, and have greater control unacceptable uses of AI and having strict Rather, we propose authenticity as the new over how that content is reused and repurposed obligations for high-risk use cases. Policies like 152 compass. Authenticity means being true to by others. In fact many analysts are predicting these may affect your use of AI, but there are oneself and genuine in a way that others can that a large portion of news and video content ways for you to also affect policy. The Business attest to – and more concretely, using generative will be authenticated by blockchain in the Roundtable, for instance, has brought together AI in an authentic way means taking heed of coming years. No matter what technologies you CEOs from some of the largest U.S. corporations provenance, policy, people, and purpose. By use, establishing provenance will be critical as to recommend guidance for government 155 observing these four tenets, businesses can gain your business increasingly deals with potential regulation of AI. Much of this space is yet to confidence not only in their decisions to trust deepfakes and disinformation – and enabling be defined, so where there isn’t guidance, you’ll others but also in their use of generative AI such others to establish provenance as they interact need to define your own policies based on that others can trust them – thus enabling full with your business and content will be just as your industry, products, customers, and most participation and success in the unreal world. important too. importantly, values. And if you are proactive in sharing what works and what doesn’t, your One way to verify the provenance of digital Next, take stock of the policies your business business can be involved in shaping the future of content and identity – thereby demonstrating must adhere to with respect to generative AI. the unreal world – rather than just reacting to it. authenticity – is through the use of distributed In 2019 for instance, the U.S. state of California ledger technology (DLT). As an example, passed the BOT Disclosure Law, which states From a people perspective, your business must Project Origin, led by Microsoft, the BBC, that one must disclose the use of a bot be prepared organizationally to deal with the CBC, and The New York Times, is tackling the when they are used in communication to sell challenges that arise with the use of AI. Ask spread of disinformation using DLT to establish goods or services or influence a vote in an yourself, for example, who is responsible for 151 153 provenance from publishing to presentation. election. And the EU has drafted legislation having these tough conversations, and what And the startup Streambed is enabling content to regulate “trustworthy AI,” with the purpose of committees are drafting internal policies? Introduction // WebMe // Programmable World // The Unreal // Computing the Impossible 68