{"id":9524,"date":"2023-11-04T09:52:31","date_gmt":"2023-11-04T09:52:31","guid":{"rendered":"https:\/\/infundpros.com\/business\/how-microsoft-is-making-a-mess-of-the-news-after-replacing-staff-with-ai\/"},"modified":"2023-11-04T09:52:32","modified_gmt":"2023-11-04T09:52:32","slug":"how-microsoft-is-making-a-mess-of-the-news-after-replacing-staff-with-ai","status":"publish","type":"post","link":"https:\/\/infundpros.com\/?p=9524","title":{"rendered":"How Microsoft is making a mess of the news after replacing staff with AI"},"content":{"rendered":"
\n

\n False claims that President\u00a0Joe\u00a0Biden fell asleep during a moment of silence for victims\u00a0of the Maui wildfire. A conspiracy theory that the latest surge in Covid-19 cases is being orchestrated by the Democratic Party ahead of the election. An obituary for a late NBA player that described him as \u201cuseless.\u201d\n <\/p>\n

\n These false and bizarre stories aren\u2019t showing up on some far-flung corner of the internet \u2014 they\u2019re being published by Microsoft. The company\u2019s homepage, also known as MSN.com and Microsoft Start, remains one of the world\u2019s most trafficked websites and a place where millions of Americans get their news every day.\n <\/p>\n

\n But Microsoft\u2019s decision to increasingly rely on the use of automation and artificial intelligence over human editors to curate its homepage appears to be behind the site\u2019s recent amplification of false and bizarre stories, people familiar with how the site works told CNN.\n <\/p>\n

\n The site, which comes pre-loaded as the default start page on devices running Microsoft software, including on Microsoft\u2019s latest \u201cEdge\u201d browser, the successor of the company\u2019s Internet Explorer browser, employed more than 800 editors in 2018 to help select and curate news stories shown to millions of readers around the world.\n <\/p>\n

\n But in recent years Microsoft has laid off editors, some of whom were told they were being replaced by \u201cautomation,\u201d what they understand to be AI.\n <\/p>\n

\n Microsoft\u2019s early investment in OpenAI \u2014the creators of the buzzy ChatGPT app \u2014 has put it at the forefront of the promising and potentially perilous\u00a0AI\u00a0revolution even as the tech giant\u2019s president has publicly lectured on the responsible use of the technology.\n <\/p>\n

\n But the apparent role of\u00a0AI\u00a0in Microsoft\u2019s recent amplification of bogus stories raises questions about the company\u2019s public adoption of the nascent technology and for the journalism industry as a whole.\n <\/p>\n

\n Concerns and tensions about Microsoft\u2019s use of AI in its news content boiled over on Tuesday when Britain\u2019s The Guardian newspaper accused the company of damaging the paper\u2019s reputation after it published an article from the outlet on its site.\n <\/p>\n

\n To power its highly trafficked news portal, Microsoft has established licensing agreements with major news organizations around the world, including The Guardian and CNN, that allow the tech giant to republish their articles in exchange for a share of the advertising revenue.\n <\/p>\n

\n Last week, The Guardian published an article about Lilie James, a 21-year-old woman who was found dead with serious head injuries at a school in Sydney, Australia.\n <\/p>\n

\n James\u2019 murder led to an outpouring of grief and prompted a national conversation in Australia about violence against women.\n <\/p>\n

\n But when MSN republished The Guardian\u2019s story, it accompanied it with an AI-generated poll asking readers, \u201cWhat do you think is the reason behind the woman\u2019s death?\u201d And listed three options: murder, accident, or suicide.\n <\/p>\n

\n The poll prompted criticism from Microsoft\u2019s readers, \u201cThis has to be the most pathetic, disgusting poll I\u2019ve ever seen,\u201d one person wrote.\n <\/p>\n

\n Anna Bateson, the chief executive of the Guardian Media Group, said in a sharply worded letter to Microsoft and\u00a0obtained by CNN, that the auto-generated poll was a \u201cdeeply concerning\u201d application of the company\u2019s AI technology and demanded Microsoft take full responsibility.\n <\/p>\n

\n \u201cNot only is this sort of application potentially distressing for the family of the individual who is the subject of the story, it is also deeply damaging to the Guardian\u2019s hard-won reputation for trusted, sensitive journalism, and to the reputation of the individual journalists who wrote the original story,\u201d Bateson wrote in a letter Tuesday to Microsoft President Brad Smith.<\/s>\n <\/p>\n

\n Bateson said Microsoft\u2019s use of the AI-generated poll alongside the article was \u201cexactly the sort of instance that we have warned about in relation to news\u201d and was\u00a0\u201ca key reason why we have previously requested to\u00a0your teams that\u00a0we do not want Microsoft\u2019s experimental genAI technologies applied to journalism licensed from the Guardian.\u201d\n <\/p>\n

\n A Microsoft spokesperson said the company was disabling all polls on news articles and said the company was \u201cinvestigating the cause of the inappropriate content. A poll should not have appeared alongside an article of this nature, and we are taking steps to help prevent this kind of error from reoccurring in the future.\u201d\n <\/p>\n

\n
\n <\/source><\/source><\/source><\/source><\/picture>\n <\/div>\n<\/div>\n

\n But the distasteful poll was not the first public blunder caused by Microsoft\u2019s embrace of AI.\n <\/p>\n

\n In August, MSN featured a story on its homepage that falsely claimed President Joe Biden had fallen asleep during a moment of silence for victims of the catastrophic Maui wildfire.\n <\/p>\n

\n The next month, Microsoft republished a story about Brandon Hunter, a former NBA player who died unexpectedly at the age of 42, under the headline, \u201cBrandon Hunter useless at 42.\u201d\n <\/p>\n

\n Then, in October, Microsoft republished an article that claimed that San Francisco Supervisor Dean Preston had resigned from his position after criticism from Elon Musk.\n <\/p>\n

\n The story was entirely false.\n <\/p>\n

\n Some of the articles featured by Microsoft were initially published by obscure websites that might have gone unnoticed amid the daily deluge of online misinformation that circulates every day.\n <\/p>\n

\n But Microsoft\u2019s decision to republish articles from fringe outlets has elevated\u00a0those stories\u00a0to potentially millions of additional readers, breathing life into their claims. Editors who formerly worked for Microsoft told CNN that these kinds of false stories, or virtually any other articles from low-quality websites, would not be prominently featured by Microsoft were it not for its use of AI.\n <\/p>\n

\n
\n \"Ryn<\/source><\/source><\/source><\/source><\/picture>\n <\/div>\n<\/div>\n

\n Ryn Pfeuffer, who worked intermittently as a contractor for Microsoft for eight years, said she received a call in May 2020 with the news that her entire team was being laid off.\n <\/p>\n

\n 2020 was the year, a Microsoft spokesperson told CNN in a statement on Wednesday, that the company began transitioning to a \u201cpersonalized feed\u201d that is \u201ctailored by an algorithm to the interests of our audiences.\u201d\n <\/p>\n

\n As an editor on the site\u2019s lifestyle vertical, Pfeuffer\u2019s job involved choosing and curating stories to feature across Microsoft\u2019s sites.\n <\/p>\n

\n \u201cWe had a really tight knit, super talented editorial team and we had all worked together for a long time,\u201d Pfeuffer told CNN. The group, which included veteran journalists, took their responsibilities as curators seriously, she said.<\/s>\n <\/p>\n

\n \u201cI don\u2019t think people realize how many people use [MSN],\u201d she told CNN. \u201cYou had to be responsible what you put on the site because so many people would read it and could be swayed by it.\u201d\n <\/p>\n

\n Microsoft refused to say how many, if any, human editors still work on curating the site or if it is all done by AI and algorithms.\n <\/p>\n

\n Scrolling through the Microsoft homepage a few weeks ago, Pfeuffer said it appeared unrecognizable to the portal she and her colleagues once curated. Not only have objectively false and outlandish stories been featured on the site, but overtly hyper-partisan articles with headlines like \u201cShould America Get Rid of Biden for Good?\u201d and \u201cA Darker Side of the Catastrophe Unfolding Under Joe Biden\u201d have also gained prominence.\n <\/p>\n

\n Those stories, which CNN has observed on Microsoft\u2019s homepage, were not published by credible and established news organizations, but instead originated on smaller sites with little or no information about who is behind them or details on their editorial standards.\n <\/p>\n

\n Pfeuffer said these sites and headlines would never have been featured prominently on\u00a0the Microsoft homepage\u00a0while she and her editorial colleagues worked there, and said she was appalled that \u201cthey have these websites that seem like facts, that are not legit news sources pumping out disinformation on the homepage.\u201d\n <\/p>\n

\n \u201cWe tried to cover everything very fairly from all sides and not take a political stance on topics,\u201d she told CNN.\n <\/p>\n

\n It was sensationalist headlines like these that caught the attention of Ferris Kawar, a father of two and sustainability manager in Santa Monica, California.\n <\/p>\n

\n Kawar\u2019s default web browser changed to Microsoft Edge after a recent software update, and with it his homepage switched to Microsoft.\n <\/p>\n

\n \u201cIt felt like I was standing in line at the grocery store reading a National Enquirer front page,\u201d Kawar told CNN.\n <\/p>\n

\n \u201cI think Microsoft is a fairly trustworthy company,\u201d he said. \u201cI don\u2019t think of them as political in any way. But this definitely seemed like the content that was being pushed definitely skewed to the right.\u201d\n <\/p>\n

\n Microsoft and its president Brad Smith have published extensively about the responsible use of\u00a0AI.\n <\/p>\n

\n But the company offered very few specifics when asked questions by CNN.\n <\/p>\n

\n A Microsoft spokesperson said in a statement Wednesday \u201cAs with any product or service, we continue to adjust our processes and are constantly updating our existing policies and defining new ones to handle emerging trends. We are committed to addressing the recent issue of low quality articles contributed to the feed and are working closely with our content partners to identify and address issues to ensure they are meeting our standards.\u201d\n <\/p>\n

\n But in its letter to the company on Tuesday, The Guardian said the tech company \u201chad failed to substantively respond\u201d to the newspaper\u2019s questions about how AI would be used around its journalism.\n <\/p>\n

\n Kawar\u2019s homepage is no longer Microsoft and he\u2019s changed his default browser back to his preferred option of Google Chrome. But millions of others around the world are still getting their news from Microsoft.\n <\/p>\n

\n \u201cIf they are going to have a front page that is all about news then they should take that responsibility seriously and understand that it has implications for society,\u201d Kawar said.\n <\/p>\n<\/p><\/div>\n

Read the full article here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

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