Microsoft calls deceased NBA participant ‘ineffective’ in AI-written obituary


Microsoft has been criticised after publishing an AI-generated obituary for NBA star Brandon Hunter.

The previous Boston Celtics and Orlando Magic participant handed away abruptly this week, aged 42, after collapsing throughout a sizzling yoga class in Orlando, Fla.

Shortly after his passing, followers have been shocked to see the daddy of three described as “ineffective” in an obituary revealed on MSN.

The headline learn:

  • “Brandon Hunter ineffective at 42.”
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Why we care. MSN laid off two dozen editorial workers a number of years in the past with plans to switch the writers with generative AI, the Guardian reported. This case highlights the significance of not relying solely on AI for producing content material on account of factual inaccuracies and problematic errors, and the necessity to make sure that all work produced by AI is supervised by people. Failure to take action may hurt your model’s fame in addition to negatively impacting your search rankings.

Incomprehensible. Whereas the MSN headline was offensive, the remainder of the article was incoherent. It learn:

  • “Former NBA participant, Brandon Hunter, who beforehand carried out for the Boston Celtics and Orlando Magic, has handed away on the age of 42, as launched by Ohio male’s basketball coach Jeff Boals on Tuesday.”
  • “Hunter, initially a extraordinarily regarded highschool basketball participant in Cincinnati, achieved very important success as a forward for the Bobcats.”

Reputational harm. Regardless of swiftly eradicating the article from the MSN web site, Microsoft was criticized on social media for publishing the offensive content material:

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What Microsoft is saying. A Microsoft spokesperson informed Search Engine Land:

  • “The accuracy of the content material we publish from our companions is vital to us, and we proceed to boost our programs to determine and forestall inaccurate info from showing on our channels. The story in query has been eliminated.”

Nevertheless, the corporate is but to formally apologize.

Dig deeper. Futurism broke the information in Microsoft Publishes Garbled AI Article Calling Tragically Deceased NBA Participant “Ineffective”.

Different manufacturers stumbles with AI. We’ve beforehand reported on various manufacturers which have revealed articles with errors, all of which have been missing in E-E-A-T in several methods:

  • Males’s Journal revealed an AI-generated article, What All Males Ought to Know About Low Testosterone, that contained unhealthy recommendation and knowledge.
  • BuzzFeed revealed 44 horrible “AI-assisted” articles.
  • Gizmodo revealed an article on “Star Wars” with quite a few factual errors.
  • Crimson Ventures-owned properties (together with CNET, BankRate and have additionally leaned closely into AI-generated content material.

As a reminder, Google doesn’t care who – or what – writes your content material, so long as that content material is useful and never created to control search outcomes.



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