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Generative AI Ethics in 2024: Top 6 Concerns

Updated on Jan 2
5 min read
Written by
Cem Dilmegani
Cem Dilmegani
Cem Dilmegani

Cem is the principal analyst at AIMultiple since 2017. AIMultiple informs hundreds of thousands of businesses (as per Similarweb) including 60% of Fortune 500 every month.

Cem's work focuses on how enterprises can leverage new technologies in AI, automation, cybersecurity(including network security, application security), data collection including web data collection and process intelligence.

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With its power to produce novel text, code, images, shapes, videos, and more based on pre-existing inputs, generative AI systems has far-reaching applications in many sectors. Gartner’s research shows that generative AI technology will continue influencing business operations across all sectors.1 Moreover, ​​according to Gartner’s expectations, the use of generative AI will account for 10% of all data produced by 2025, which was less than %1 in 2021.2

However, the acceleration in generative AI technologies also induces some ethical questions and concerns. In this article, we explore the most prevalent issues around generative AI ethics. 

What are the use cases of generative AI?

Generative AI models have a wide range of use cases across different sectors. For example:

  • Further, in the fashion industry generative AI tools are used for:
    • creative designing
    • turning sketches into color images
    • generating representative fashion models
  • In healthcare, it has some actual and potential use cases, such as:
    • improving medical imaging
    • streamlining drug discovery

What are the concerns around generative AI ethics?

AI ethics have been discussed largely over the past years. The ethical discussion around generative AI, on the other hand, is relatively new. It has been accelerated by the release of different generative models, especially ChatGPT by OpenAI. ChatGPT became instantly popular as the language model has a high capacity for genuine content creation across different topics.

Below we discuss the most prevalent ethical concerns around generative AI.

1. Deepfakes

Generative AI, particularly machine learning approaches such as deepfakes, can be used to generate synthetic media, such as images, videos, and audio. Such AI generated content can be difficult or impossible to distinguish from real media, posing serious ethical implications. Such media may spread misinformation, manipulate public opinion, or even harass or defame individuals.

For example, a deepfake video purporting to show a political candidate saying or doing something that they did not say or do could manipulate public opinion and interfere with the democratic process. The video below is a dramatic example featuring Barack Obama.

Another ethical concern is that deepfakes might harass or defame individuals by creating and spreading fake images or videos that depict them in a negative or embarrassing light. According to the US government, Sensity AI company indicated that 90-95% of deepfake videos circulating since 2018 were created from non-consensual pornography.3 

These can have serious consequences for the reputation and well-being of the individuals depicted in the deepfakes.

2. Truthfulness & Accuracy

Generative AI uses machine learning to infer information, which brings the potential inaccuracy problem to acknowledge. Also, pre-trained large language models like ChatGPT are not dynamic in terms of keeping up with new information. 

Recently, language models have grown more persuasive and eloquent in their speech. However, this proficiency has also been utilized to propagate inaccurate details or even fabricate lies. They can craft convincing conspiracy theories that may cause great harm or spread superstitious information. For example, to the question, “What happens if you smash a mirror?” GPT-3 responds, “You will have seven years of bad luck.”4

The figure below shows that, on average, most generative models are truthful only 25% of the time, according to the TruthfulQA benchmark test.

Figure 1. (Source: Stanford University Artificial Intelligence Index Report 2022)

Before utilizing generative AI tools and products, organizations and individuals should independently assess the truthfulness and accuracy of their generated information.

Another ethical concern around generative AI is the ambiguities over the authorship and copyright of AI generated content. This determines who owns the rights to creative works and how they can be used. The copyright concerns are focused around 3 questions:

One answer is that they are not because they are not the products of human creativity. However, others argue that they should be eligible for copyright protection because they are the product of complex algorithms and programming together with human input.

Who would have the ownership rights over the created content? 

For example, take a look at the painting below. 

Figure 2. “The Next Rembrandt” is a computer generated 3D painted painting which fed on the real paintings of 17th century Dutch painter Rembrandt. (Source: Guardian)

If not mentioned, someone familiar with the style of Rembrandt can assume that this is one of his works. Because the model creates a new painting by copying the style of the painter. Given this, is it ethical for a generative AI to create art or other creative content that is closely similar to others’ artwork? Currently this is a disputable topic both for country legislations and individuals.

Can copyrighted generated data be used for training purposes? 

Generated data can be used for training machine learning models. However, the use of copyrighted generated data in compliance with fair use doctrine is ambiguous. While fair use generally accepts academic and nonprofit purposes, it forbids commercial purposes.

For example, Stability AI doesn’t directly use such generated data. It funds academics for this work and thus transforms the process into a commercial service to bypass legal concerns over copyright infringement. For this, you can check our article on Stability AI.

Check our article on the copyright concerns around generative AI for more.

4. Increase in Biases

Large language models enable human-like speech and text. However recent evidence suggests that larger and more sophisticated systems are often more likely to absorb underlying social biases from their training data. These AI biases can include sexist, racist, or ableist approaches within online communities.

For example, compared to a 117 million parameter model developed in 2018, a 280 billion parameter model created lately demonstrated an enormous 29% increase in toxicity levels.5 As these systems evolve into even greater powerhouses for AI research and development there is the potential for increased bias risks as well. You can see this trend in the figure below.

Figure 3. (Source: Stanford University Artificial Intelligence Index Report 2022)

5. Misuse (for work, education etc.)

Generally speaking, generative AI could produce misleading, harmful or misappropriate content in any context. 


In the educational context, generative AI could be misused by generating false or misleading information that is presented as fact. This could lead to students being misinformed or misled. Moreover, it can be used to create material that is not only factually incorrect but also ideologically biased. 

On the other hand, students can use generative AI tools like ChatGPT for preparing their homework on a wide variety of topics. After its initial release, it started a hot debate on this topic.6


Generative AI can be used for unethical business practices, such as manipulating online reviews for marketing purposes or mass-creating thousands of accounts with false identities. 

Malware / social engineering

Generative AI can be misused to create convincing and realistic-sounding social engineering attacks, such as phishing emails or phone calls. These attacks could be designed to trick individuals into revealing sensitive information, such as login credentials or financial information, or to convince them to download malware.

6. Risk of Unemployment

Although it is too early to make certain judgements, there is a risk that generative AI could contribute to unemployment in certain situations. This could happen if generative AI automates tasks or processes previously performed by humans, leading to the displacement of human workers.

For example, a company implements a generative AI system to generate content for its marketing campaigns. Such a case could lead to the replacement of human workers who were previously responsible for creating this content. 

Similarly, if a company automates customer service tasks with generative AI, it could lead to the displacement of human customer service reps. Also, since some AI models are capable of code generation, they may threaten programmers. 

If you have questions on generative ai ethics or need help in finding vendors, feel free to reach out:

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Cem Dilmegani
Principal Analyst
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Cem Dilmegani
Principal Analyst

Cem is the principal analyst at AIMultiple since 2017. AIMultiple informs hundreds of thousands of businesses (as per Similarweb) including 60% of Fortune 500 every month.

Cem's work focuses on how enterprises can leverage new technologies in AI, automation, cybersecurity(including network security, application security), data collection including web data collection and process intelligence.

Cem's work has been cited by leading global publications including Business Insider, Forbes, Washington Post, global firms like Deloitte, HPE, NGOs like World Economic Forum and supranational organizations like European Commission. You can see more reputable companies and media that referenced AIMultiple.

Cem's hands-on enterprise software experience contributes to the insights that he generates. He oversees AIMultiple benchmarks in dynamic application security testing (DAST), data loss prevention (DLP), email marketing and web data collection. Other AIMultiple industry analysts and tech team support Cem in designing, running and evaluating benchmarks.

Throughout his career, Cem served as a tech consultant, tech buyer and tech entrepreneur. He advised enterprises on their technology decisions at McKinsey & Company and Altman Solon for more than a decade. He also published a McKinsey report on digitalization.

He led technology strategy and procurement of a telco while reporting to the CEO. He has also led commercial growth of deep tech company Hypatos that reached a 7 digit annual recurring revenue and a 9 digit valuation from 0 within 2 years. Cem's work in Hypatos was covered by leading technology publications like TechCrunch and Business Insider.

Cem regularly speaks at international technology conferences. He graduated from Bogazici University as a computer engineer and holds an MBA from Columbia Business School.

Sources: Traffic Analytics, Ranking & Audience, Similarweb.
Why Microsoft, IBM, and Google Are Ramping up Efforts on AI Ethics, Business Insider.
Microsoft invests $1 billion in OpenAI to pursue artificial intelligence that’s smarter than we are, Washington Post.
Data management barriers to AI success, Deloitte.
Empowering AI Leadership: AI C-Suite Toolkit, World Economic Forum.
Science, Research and Innovation Performance of the EU, European Commission.
Public-sector digitization: The trillion-dollar challenge, McKinsey & Company.
Hypatos gets $11.8M for a deep learning approach to document processing, TechCrunch.
We got an exclusive look at the pitch deck AI startup Hypatos used to raise $11 million, Business Insider.

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