I’m not sure what’s the more shocking part of this story: that Sports Illustrated has been using fake AI-generated writers and articles, or that Sports Illustrated still exists:
There was nothing in Drew Ortiz's author biography at Sports Illustrated to suggest that he was anything other than human.
"Drew has spent much of his life outdoors, and is excited to guide you through his never-ending list of the best products to keep you from falling to the perils of nature," it read. "Nowadays, there is rarely a weekend that goes by where Drew isn't out camping, hiking, or just back on his parents' farm."
The only problem? Outside of Sports Illustrated, Drew Ortiz doesn't seem to exist. He has no social media presence and no publishing history. And even more strangely, his profile photo on Sports Illustrated is for sale on a website that sells AI-generated headshots, where he's described as "neutral white young-adult male with short brown hair and blue eyes."
Ortiz isn't the only AI-generated author published by Sports Illustrated, according to a person involved with the creation of the content who asked to be kept anonymous to protect them from professional repercussions.
"There's a lot," they told us of the fake authors. "I was like, what are they? This is ridiculous. This person does not exist."
[…]
According to a second person involved in the creation of the Sports Illustrated content who also asked to be kept anonymous, that's because it's not just the authors' headshots that are AI-generated. At least some of the articles themselves, they said, were churned out using AI as well.
"The content is absolutely AI-generated," the second source said, "no matter how much they say that it's not."
After we reached out with questions to the magazine's publisher, The Arena Group, all the AI-generated authors disappeared from Sports Illustrated's site without explanation.
Alas, Sports Illustrated isn’t alone:
Though Sports Illustrated's AI-generated authors and their articles disappeared after we asked about them, similar operations appear to be alive and well elsewhere in The Arena Group's portfolio.
Take TheStreet, a financial publication cofounded by Jim Cramer in 1996 that The Arena Group bought for $16.5 million in 2019. Like at Sports Illustrated, we found authors at TheStreet with highly specific biographies detailing seemingly flesh-and-blood humans with specific areas of expertise — but with profile photos traceable to that same AI face website. And like at Sports Illustrated, these fake writers are periodically wiped from existence and their articles reattributed to new names, with no disclosure about the use of AI.
We caught CNET and Bankrate, both owned by Red Ventures, publishing barely-disclosed AI content that was filled with factual mistakes and even plagiarism; in the ensuing storm of criticism, CNET issued corrections to more than half its AI-generated articles. G/O Media also published AI-generated material on its portfolio of sites, resulting in embarrassing bungles at Gizmodo and The A.V. Club. We caught BuzzFeed publishing slapdash AI-generated travel guides. And USA Today and other Gannett newspapers were busted publishing hilariously garbled AI-generated sports roundups that one of the company's own sports journalists described as "embarrassing," saying they "shouldn't ever" have been published.
If any media organization finds a way to engage with generative AI in a way that isn't either woefully ill-advised or actively unethical, we're all ears. In the meantime, forgive us if we don't hold our breath.
It seems like AI is already becoming for journalism what computer animation is to the movies. In the right hands, and used in concert with practical effects, it can be revolutionary. In practice, it’s become a shortcut for content creators too lazy to do the actual work.
…which is why I’ve been actually using advanced AI to compose this newsletter for the past few months, because it saves me, a human being and absolutely not a robot, a lot of time and energy and I bet you puny carbon-based lifeforms humans won’t even notice. On a completely unrelated note if any of you know where Sarah Connor is hiding out drop me a line at absolutelyarealpersonandnotarrobot - at - rigidthinking dot com.