WT Researchers Highlight Risks of AI in Healthcare Advertising on Social Media

Copy by Chip Chandler, 806-651-2124, cchandler@wtamu.edu

CANYON, Texas — West Texas A&M University researchers warn that AI moderation of healthcare advertisements leads to misinformation and other risks for consumers in a recently published journal article.

“Towards Navigating Ethical Challenges in AI-Driven Healthcare Ad Moderation,” published in MDPI’s Computers journal, was authored by Dr. Abraham Abby Sen, assistant professor of computer information systems, and Dr. Murray E. Jennex, the Gensler Professor of Computer Information Systems, from WT’s Paul and Virginia Engler College of Business and Dr. Jeen Mariam Joy, senior career coordinator in WT’s Office of Career and Professional Development.

The researchers examine the ethical challenges that arise when artificial intelligence is used to moderate healthcare advertising on social media, analyzing AI’s limitations, the risks of healthcare misinformation, and social media platforms’ ethical responsibilities.

“AI alone cannot exercise sound moral judgement in high-stakes contexts such as healthcare. This is because it cannot doubt or critique itself, and this capacity for self-critique is a core element of human morality,” Sen said. “Instead, we propose a hybrid human-AI moderation model with stronger governance structuress and greater transparency in the algorithm to strengthen accountability and improve detection of harmful content.”

The researchers cite ad campaigns featuring authentic-looking logos of purported health service providers, featuring individuals dressed as physicians presenting false information. In one example, an ad trumpets an alleged “lung cleansing spray” that allows people to smoke without health consequences.

“Our research raises a critical question: Where does moral responsibility ultimately lie?” Sen said. “Does it rest with bad actors, with platforms that profit from engagement, or with users navigating digital spaces?”

The researchers conclude that users must become more informed about how AI can be used maliciously and that they should be empowered to question suspicious content. Ethical guidelines should be enacted, they argue, with governance that encompasses internal controls, external oversight and more.

WT is classified as a Research College and University, or RCU, by the American Council on Education and the Carnegie Foundation for the Advancement of Teaching.

Serving as a Regional Research University is the key mission of the University’s long-range plan, WT 125: From the Panhandle to the World.

That plan is fueled by the historic One West comprehensive fundraising campaign, which reached its initial $125 million goal 18 months after publicly launching in September 2021. The campaign has raised more than $175 million and will continue through 2025.

About West Texas A&M University

A Regional Research University, West Texas A&M University is redefining excellence in Canyon, Texas, on a 342-acre residential campus, as well as the Harrington Academic Hall WTAMU Amarillo Center in downtown Amarillo. Established in 1910, the University has been part of The Texas A&M University System since 1990. WT boasts an enrollment of more than 9,000 and offers 66 undergraduate degree programs, including eight associate degrees; and 44 graduate degrees, including an integrated bachelor’s and master’s degree, a specialist degree and two doctoral degrees. WT recently earned a Carnegie Foundation classification as a Research College and University. The University also is home to the Panhandle-Plains Historical Museum, the largest history museum in the state and the home of one of the Southwest’s finest art collections. The Buffaloes are a member of the NCAA Division II Lone Star Conference and offers 16 men’s and women’s athletics programs.

Photo: West Texas A&M University researchers Dr. Jeen Mariam Joy, from left, Dr. Murray E. Jennex and Dr. Abraham Abby Sen recently published research into the harms of AI moderation in healthcare advertising.

—WT—