To Fight AI Search Spam, Prioritize Real Human Voices
WiredAt some point in the future, AIs may create works of art, music, and writing that rival human-created ones. Because search engines rely on links, a popular form of search engine optimization involves creating thousands of pages of realistic-looking text with links to the page a client wants to promote. This search engine spam is a pervasive invasive species on the modern web, and generative AIs do a great job at creating it quickly. Indeed, search engine spam is so common that Google, Bing, and other search engines now offer AI-based assistants that promise to answer questions in humanlike fashion rather than pointing frustrated users to deceptive search engine spam. And thus, as internet scholars Judith Donath and Bruce Schneier document, we are beginning to see LLMO in an attempt to make new search engine AIs return specific data or recommendations to promote one site or product over another.
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