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It cannot be the AI vendor, according to what they say they are purely passive, think of them like a very large harness for their AI models.

It’s not the advertising companies of course, as you said they don’t control the system.

And it cannot be the models, because they don’t have personhood.

So, I guess it’s on nobody? Funny how those things happen to work, uh

/s

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Well to date when this has come up it’s been the company that put the AI in from of their customers that’s held liable in the first instance. See Air Canada case where an AI made up non existent policies that courts ruled Air Canada even had to honor.

Naturally then the company could turn around and sue the maker of the AI for damages and this is the bit that’s less tested to date.

But it’s clear the answer isn’t “nobody” is liable. So if this AI marketing widget makes up false claims about a product that’s going to be a big problem for companies that put an AI in front of their customers.

Check out https://en.wikipedia.org/wiki/The_Unaccountability_Machine on this topic, available at all good bookstores near you.

Just wanted to say thanks for this rec, I'll be picking it up. Unaccountability - generally, everywhere in society, the workplace, government etc. - has been on my mind a lot recently.

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