In a comment published in Tobacco Control[1]researchers from the Yale School of Medicine and the University of Texas at Austin are exploring the potential of generative artificial intelligence (AI) as a tool to combat tobacco use on social media platforms. However, they warn against its misuse, highlighting the fine line between its benefits and its risks.
The study highlights the rapid growth of tools such as ChatGPT, which now has more than 180 million users, and their potential to address public health challenges. “Generative AI is more than a technological novelty; he is a disruptor who has the power to shape societal behavior,” notes Dr. Grace Kong, the lead author of the study.
The pervasive use of social media by adolescents and young adults, the significant presence of content related to tobacco and vaping, and the extensive data linking exposure to this content and an increased likelihood of nicotine initiation make social media an important target for tobacco surveillance. In the same way, they constitute supports for the dissemination of tobacco prevention interventions and messages according to the authors.
Powerful tools to monitor tobacco advertising and offer advice to help you quit
Social media has served the tobacco industry for several years by disseminating numerous content in favor of tobacco and other nicotine products.
The commentary highlights the potential for generative AI to revolutionize the way tobacco-related content is monitored and processed. AI-powered tools can analyze large amounts of social media data, identify trends, misinformation, and marketing strategies quickly and efficiently. Currently, content relating to the topic of tobacco and nicotine and reactions to this content on social media are generally analyzed using qualitative content analysis conducted by humans. AI tools therefore offer significant potential for researchers. They can be put to the service of public health and tobacco control with the use of generative AI to quickly filter and analyze content for timely surveillance and the development of counter-messages aimed at these same targets.
Generative AI tools could also improve interventions, for example by creating personalized chatbots for smoking cessation. “Chatbots integrated into social media platforms can provide targeted and timely responses, connecting users to resources and encouraging smoking cessation,” suggest the authors. However, understanding the interactions between users and AI-generated content remains crucial to refining these interventions.
Ethical challenges and concerns
Despite its promise, generative AI poses significant challenges according to the authors. One of the main concerns is the “double jeopardy” of the technology: while it can counter tobacco promotion on social media, it can also amplify pro-tobacco/vaping messages on these same platforms. The tobacco industry is also leveraging AI to spread misinformation or create large-scale marketing campaigns. Additionally, AI companies often do not disclose the data sources used or how they are leveraged, raising concerns over user privacy and exploitation.
The commentary highlights the need for transparent evaluation frameworks to ensure that AI results are reliable, impartial and ethical, but also for human oversight to preserve the scientific integrity and validity of the results. According to the authors, policymakers and researchers must collaborate to develop guidelines that prioritize public health while keeping pace with technological advances.
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[1] Kong G, Ouellette RR, Murthy D. Tob Control Epub ahead of print: doi:10.1136/ tc-2024-058813
National Committee Against Smoking |
