We are at a turning point in the debate on the ethics of Artificial Intelligence (AI) because we are witnessing the rise of general-purpose AI text agents such as GPT-3 that can generate large-scale highly refined content that appears to have been written by a human. Yet, a discussion on the ethical issues related to the blurring of the roles between humans and machines in the production of content in the business arena is lacking. In this conceptual paper, drawing on agenda setting theory and stakeholder theory, we challenge the current debate on the ethics of AI and aim to stimulate studies that develop research around three new challenges of AI text agents: automated mass manipulation and disinformation (i.e., fake agenda problem), massive low-quality content production (i.e., lowest denominator problem) and the creation of a growing buffer in the communication between stakeholders (i.e., the mediation problem).
| INTRODUC TI ONThe rise of AI agents for automated text generation (ATG) brings with it new ethical challenges. Such agents can generate large-scale highly refined content that 'sounds' like a real human, and their use is on the rise. This development has profound implications for society:What happens if we end up silencing the human voice? Who benefits from this technology and who loses out? And how should we regulate its use to ensure responsible deployment in public discourse? These questions are addressed through an analysis of current developments in AI agent technologies for ATG. This paper identifies three core issues: (1) there is no consensus yet as to what constitutes good or bad ATG; (2) social media platforms have not yet developed policies on ATG; and (3) existing regulation does not deal sufficiently with risks posed by ATG. It concludes that more research needs to be done into different types of text generated by AI agents before any universal rules about appropriate use can be established. In addition, it argues that social media companies need to develop policies regarding acceptable uses of such software, while governments need to review existing legislation so as to ensure proper oversight over their deployment. The first paragraph might sound like a well-crafted introduction written by academic scholars. Yet, this text was entirely generated by GPT-3 (Generative Pre-trained Transformer), the world's most advanced AI for ATG. To generate this text, we simply gave GPT-3 the following instructions: 'This is the abstract of a scientific article in the academic Journal Business Ethics, the Environment and Responsibility that discusses ethical challenges posed by the end of the era of rule-based bots and the rise of easy-to-use, thirdgeneration, general-purpose, Artificial Intelligence (AI) agents for ATG that can generate large-scale highly refined content that reads like a human. The article focuses on the risk of massive production of text by AI agents and the implications of silencing human voices. The research question that is posed is…' 1 and asked GPT-3 to produce a text 288 chara...