The cover of German gossip magazine Die Aktuelle promises "the first interview" with seven-time F1 World Champion Michael Schumacher after he suffered severe brain damage in a skiing accident in the Alps in 2013.
The crux of the matter is that Schumacher's quotes are produced using AI technology, which is first reported inside the newspaper in the article – causing publishers around the world to see red.
"It's extremely strange to do a fake interview. That's not journalism, says Andreas Landmark, Aftonbladet's AI general, to SVT.
"Journalistic breakdown"
The interview is pictured with other well-known examples of AI-generated images that have gone viral and fooled the viewer, as well as screenshots from the AI chat with Schumacher.
"My interpretation is that they have not tried by all means to disguise an AI robot as a real interview. There has only been a botched transfer of information, a headline that does not hold, says Andreas Landmark.
Michael Schumacher's health has been kept secret by the family, prompting many to react to the fact that he might be able to do an interview at all. The move may cost Die Aktuelle dearly, as the family has now chosen to take legal action against the newspaper.
Risking credibility
In the future, Andreas Landmark believes that the technology will be used by journalists for research purposes, or creative purposes – but that media will not publish AI interviews.
He himself was recently appointed Aftonbladet's first AI general, with the aim of coordinating and driving AI initiatives in the editorial office.
"My and the media's biggest challenge will be to weigh the benefits against the risks clearly. To find a good balance between using technology to make our narrative about the present better, and perhaps more accessible to new groups – and total information collapse, says Andreas Landmark.