Hila Hubsch.

Combating disinformation: Responsible AI and opportunities for the Israeli ecosystem

"Israel has the opportunity to become a beacon and leader in the field of AI, particularly in developing AI systems adept at identifying and neutralizing disinformation," writes Adv. Hila Hubsch, VP of Corporate, External and Legal Affairs at Microsoft Israel

In today’s digital era, the power of truth has never been more critical. Yet, we find ourselves contending with a pervasive adversary: disinformation, especially that generated by artificial intelligence (AI).
AI has woven itself into the fabric of our daily lives, crafted to exert a positive influence on our lives. Organizations across various sectors are rapidly embracing AI technologies to maintain competitiveness and relevance. These entities are accumulating knowledge on developing AI responsibly, steered by six fundamental principles: fairness, inclusiveness, reliability and safety, transparency, privacy and security, and accountability. Adherence to these principles ensures that the systems developed and deployed are to the benefit of humanity. Nevertheless, it is important to recognize that the same technology poised to enhance our lives can also be manipulated to disseminate misinformation.
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Hila Hubsch
Hila Hubsch
Hila Hubsch.
(Inbal Marmari)
The urgency to address this challenge is underscored in 2024, a pivotal year where over half the global population will cast votes in elections, susceptible to the perils of disinformation. This spans from conspiracy theories to sophisticated deepfakes that could sway political opinions, destabilize democracies, and exacerbate conflicts. AI-fueled disinformation is notably prevalent in global disputes, including the Ukraine conflict and, even more prominently, in Israel.
The urgency of addressing this matter becomes increasingly critical in 2024, a pivotal year when over half of the global population is anticipated to participate in democratic elections that are especially susceptible to misinformation. This includes the proliferation of conspiracy theories and the creation of deep fakes capable of swaying political opinions, undermining the stability of democracies, and intensifying conflicts. Furthermore, AI-generated misinformation is being extensively utilized in various international disputes, notably the war in Ukraine and, to an even greater extent, during the conflict in Israel.
At the Munich Security Conference held in February, a landmark coalition of premier tech firms unveiled the “Tech Accord to Combat Deceptive AI Use in 2024 Elections.” This initiative is dedicated to preserving electoral integrity and curtailing disinformation to protect democratic processes. It encompasses pledges from an array of tech giants, such as Microsoft, Google, Amazon, Cisco, Nokia, Oracle, among others.
The commitments entail developing technologies to counter harmful content designed to mislead, collaborative efforts to identify and mitigate the digital proliferation of disinformation, initiatives to bolster digital literacy via educational campaigns and open-source tools, and a pledge to maintain public transparency about the accord’s execution.
This collective action by technology companies is monumental. It signals a significant trend for an entire emerging industry.
Israel, with its vibrant technological ecosystem, is uniquely positioned to lead in this domain. Israel can and should be at the forefront of the global effort, leading the fight against the ongoing threat of AI-generated disinformation. Israeli firms are renowned for their cutting-edge solutions and technological excellence. Having already secured a global vanguard in cybersecurity with leading firms like BioCatch, Wiz, Autonomix, and others, it’s time for Israeli startups and enterprises to harness their acumen to devise robust, innovative countermeasures against AI-generated disinformation.
Now, Israel has the opportunity to become a beacon and leader in the field of AI, particularly in developing AI systems adept at identifying and neutralizing disinformation. This battle against AI-generated disinformation is crucial not just for safeguarding electoral integrity but also for preserving the societal fabric of Israel and the broader world.
Our objective is to champion truth. Every stride we make against AI-generated disinformation is a stride towards a more discerning, democratic, and ultimately improved global society. This mission necessitates global cooperation, with Israel poised to play a pivotal role, leveraging its expertise and innovative spirit.
The writer is Adv. Hila Hubsch is VP of Corporate, External and Legal Affairs at Microsoft Israel.