Avoiding AI Pitfalls: How to Use Generative Tools Responsibly

Generative AI has opened exciting new possibilities in how we create, communicate, and work. With a few prompts, anyone can produce realistic images, polished articles, or eye-catching videos in seconds. But alongside this creative potential comes a new set of risks. When used without proper checks, AI-generated content can lead to factual errors, cultural insensitivity, or unintended misinformation—sometimes with real-world consequences. As more organisations embrace these tools, understanding how to use them responsibly has never been more important.

A Global Glimpse at AI Missteps

In Germany, a magazine published a fake AI-generated interview with Formula One legend Michael Schumacher. The story made headlines for the wrong reasons and led to legal action and staff dismissals.

In Australia, AI-edited images of a member of parliament were broadcast by a major news outlet—without disclosure. Viewers were quick to point out the unnatural alterations, sparking debate on ethical standards in journalism.

And during the 2024 Met Gala, viral images of celebrities like Katy Perry and Rihanna—who never attended the event—fooled thousands online, including their own followers.

Why These Mistakes Keep Happening

These aren't cases of AI doing something wrong on its own—they’re lapses in oversight. AI can generate content, but it doesn’t fact-check, doesn’t understand cultural nuance, and doesn’t know what “shouldn’t be changed.”

The human role is still essential. Whether you’re a media professional, educator, content creator, or brand manager, these cases highlight a clear need for safeguards.

Five Ways to Avoid Generative AI Mistakes

Here are five key practices that can reduce the risk of unintentional missteps when using AI tools:

1. Always Review Before Publishing

Don’t rely on AI alone. Whether it’s an image, infographic, logo, or article, content should be reviewed by someone with context and domain knowledge.

2. Be Transparent About AI Use

If AI helped create your content—say so. A simple line like “created using AI” builds trust and clarifies intent, especially in journalism, education, or public communication.

3. Use AI Detection Tools with Care

Tools like watermark scanners and AI detectors can help, but they aren’t perfect. Use them as a guide—not a final judge—especially when it comes to high-stakes content.

4. Train Teams on Responsible AI Use

Educating staff and collaborators on what AI can and can’t do prevents most issues before they start. This includes knowing what to check (symbols, facts, visual accuracy) and when to ask for a second opinion.

5. Have a Response Plan in Place

Mistakes happen. But being ready to respond—by acknowledging the error, correcting it quickly, and clarifying next steps—can turn a misstep into a learning moment rather than a PR crisis.

Moving Forward: Human Judgment Still Matters

AI can accelerate creativity and efficiency, but it’s not a replacement for human responsibility. As we rely more on AI tools, we need to put just as much effort into using them wisely.

Because the real risk with generative AI isn’t just what it can do—it’s what happens when we stop paying attention to what it shouldn’t.