Understanding The Potential Risks of Using Generative AI Tools
Wix has developed many generative AI tools, offering powerful ways to create website content quickly and at scale. Using Wix’s tools, you can now easily and quickly create text and images to publish on your site, to boost your business performance and appeal to your visitors. While these tools offer exciting possibilities, generative AI also come with risks that you should understand. This article highlights some of the key potential harms associated with using generative AI and offers practical advice to help you navigate these issues responsibly.The risks of generative AIGenerative AI can be an amazing resource. However, the technology is not flawless. Read on to explore the principal risks of using AI tools. Bias and discriminationGenerative AI tools may sometimes generate content that reflects societal biases embedded in the data sources used to train the model in the first place. This can lead to unintended biases in the tools’ outputs, which may read as discrimination or the reinforcement of stereotypes within generated content. Biased outputs could inadvertently reflect gender, racial, or cultural biases, which could harm your website's inclusivity and credibility.Copyright infringementWhile AI-generated content can significantly speed up the creative process, it may sometimes generate content that resembles copyrighted materials, or trademarks of other companies. This could put you at risk of infringing on copyright and trademark laws, in cases where the AI-generated content is identical or closely resembles existing protected content. Data protectionWix takes your privacy seriously, and wishes to protect your privacy as well as the privacy of your site visitors. Due to the nature of generative AI models, its possible that some generated content may include the personal information of others. Misinformation and accuracy of AI toolsAI-generated content, while often high-quality, is not guaranteed to be accurate or truthful. Occasionally, these tools produce outputs that may contain misinformation or inadvertently promote false narratives. This can be especially concerning if you rely on this content to convey important information on your website, which may lead to a loss of credibility.Recommendations for safe and responsible AI useAs a user of Wix’s AI tools, you have an essential role in responsible AI usage. There are many ways in which you can reduce such risks, so here are some best practices to keep in mind:
Always recheck generated AI outputs to confirm that they meet your expectations and that the information is accurate, and reflects your intention. It is recommended to approach each output with a critical eye and verify any factual information before publishing it on your website.  Note that while the content was generated by AI, you are still responsible for the content, so make sure that the content complies with Wix’s Content Guidelines.  Be mindful of possible biases within AI-generated content and edit as necessary to align with your values and intended purposes. Avoid creating or promoting deepfake content or misinformation, as it can damage your credibility and be harmful to your site visitors or others.  Do not copy or use others’ content as part of your input without permission, as this may cause the AI tools to generate copyrighted material. Avoid using AI outputs that appear too similar to existing works of art, paintings, or trademarks and logos of other companies.  Consider editing the AI outputs to ensure that the final result is uniquely your own. Don’t use others’ personal information as part of your input without consent and permission.  Check the output to see if it includes personal details or real individuals, and consider changing identifying details if they appear in the generated content.  Consider informing your site’s visitors that some content was AI-generated, to provide transparency and maintain trust. As always when using Wix, ensure you comply with your local and applicable laws, regulations and policies. Generative AI is a powerful tool, but using it responsibly is essential. By understanding these risks and taking precautions, you can make the most of AI’s benefits while protecting yourself, your site visitors, and others. Important:
Wix cannot guarantee or ensure that the use of our services is compliant with all local AI laws and regulations. You are responsible for reviewing the generated content and comply with local legislations and regulations with respect to the actual use of the AI tools and the generated content. The explanations and information provided herein are only general and high-level explanations and information. You should not rely on this article as legal advice or as recommendations regarding what you should actually do. We recommend that you seek legal advice to help you understand and to assist you in using AI tools.