Who decides what AI tells you? Campbell Brown, once Meta’s news chief, has thoughts

Campbell Brown, a prominent figure in journalism and the former news chief at Meta, is now at the forefront of addressing the challenges posed by AI in information dissemination. As the founder of Forum AI, she aims to tackle the complexities surrounding high-stakes topics such as geopolitics, mental health, finance, and hiring, where answers are rarely straightforward. In a recent discussion with TechCrunch's Tim Fernholz, Brown shared her vision for Forum AI, which was established 17 months ago in New York. The initiative seeks to enlist top experts to create benchmarks and train AI models to evaluate information accurately. Notable figures like Niall Ferguson, Fareed Zakaria, and former Secretary of State Tony Blinken have joined her efforts to ensure that AI judges achieve a consensus of about 90% with human experts on critical issues. Brown's motivation stems from her observations during her tenure at Meta, particularly around the time ChatGPT was launched. She recognized the potential for AI to become the primary source of information but was alarmed by its current shortcomings. "My kids are going to be really dumb if we don’t figure out how to fix this," she expressed, highlighting her concern for future generations' ability to access reliable information. While evaluating existing AI models, Brown found troubling trends, including biases and a lack of context in responses. She pointed out instances where models sourced information from unreliable origins, leading to skewed narratives. Despite these challenges, she remains optimistic that simple adjustments could significantly enhance AI's output. Having witnessed the pitfalls of prioritizing engagement over accuracy at Facebook, Brown is keen to ensure that AI does not follow the same path. She believes that while the technology holds great promise, it could either cater to consumer desires or strive for honesty and truthfulness. The latter, she argues, may be more viable with enterprise users who require precise outcomes for decisions involving lending, insurance, and hiring. Brown's company recently secured $3 million in funding, signaling confidence in their mission. However, she acknowledges that transforming the demand for compliance into sustainable revenue is a complex task, particularly when many organizations settle for superficial evaluations. As trust in AI remains low, she emphasizes the importance of bridging the gap between Silicon Valley's lofty claims and the everyday experiences of AI users, who often encounter inaccuracies and misinformation.