The dark side of AI: Amul’s encounter with misuse

Dairy brand Amul found itself at the center of a controversy surrounding the misuse of artificial intelligence (AI). The catalyst for this situation is an AI-generated image circulating online, featuring a packet labelled ‘Sharam’ cheese (‘Sharam’ translates to ‘shame’ in Hindi).

Amul has promptly responded to the issue by disseminating an advisory post to clarify the situation. The company asserted that the image in question was entirely fake and unauthorised, emphasising that it was created without their consent or knowledge. The mustard yellow packet, complete with the iconic Amul logo, prominently displayed the word ‘Sharam’ in a larger font, creating a visual that disparaged the brand’s image.

This incident raises concerns about the potential misuse of AI technology and its impact on brand reputation. The ease with which AI can generate realistic yet false content poses a significant threat to businesses, as seen in Amul’s case. The unauthorised use of AI to craft an image that not only imitated the brand’s packaging, but also incorporated a derogatory term reflects the darker side of technological advancements.

As AI continues to evolve, it becomes imperative for companies to be vigilant against potential misuse that can tarnish their brand image. The incident involving Amul serves as a stark reminder that technological tools, when in the wrong hands or used with malicious intent, can have serious consequences. Striking a balance between innovation and safeguarding against misuse is crucial as we navigate the ever-evolving landscape of AI technologies.

Adgully has been at the forefront of highlighting the need for regulating the AI space in the context of instances of misuse by nefarious elements. The Amul case once again brings to the fore the need for countries all over the world to come together and work out a common universal law in order to regulate AI.