404 Media – “What Happened Next Is a ‘Dire’ Warning – “AI chatbots that were prompted to impersonate public figures produced responses that people perceived to be more authentic, coherent, and relevant than the real thing, a finding that underscores “a dire need to inform the general public of the potential harm this can have on society,” according to a study published on Wednesday in PLOS One. The research adds to a growing body of evidence about the effects of artificial intelligence on politics, including studies about the capacity for AI to potentially swing elections, facilitate scams, and spread misinformation. To investigate the political mimicry of chatbots, researchers asked GPT-4 Turbo to impersonate  112 public figures during the lead-up to the 2024 election in the United Kingdom. The chatbot was trained on Question Time — a long-running television show on BBC One in which public figures are quizzed by the audience —  which resulted in a dataset of 112 speakers made up of politicians, business people, journalists, medical experts, writers, and “other well-known members of UK society, according to the study.” Generative AI has the potential to pollute the public information sphere with made-up content, posing a significant threat to the cohesion of societies at large. This paper offers the first large-scale and systematic study of how authentic, relevant and coherent impersonated content from Large Language Models (LLMs) is perceived by the general public. Based on a cross-section of British society, we show that LLM-generated responses to questions drawn from a broadcast political debate programme in the UK are judged to be more authentic and relevant than the original responses given by the panel members who were impersonated. We also show that stylistic differences do not influence these judgments, meaning that the distinction of original and generated content is challenging for the general public. Taken together, this means that LLMs can be made to deceive the public regarding the nature of statements in the political domain, with the consequence that there is a dire need to inform the general public of the potential harm this can have on society.”