The backlash was immediate, but it didn’t stop the BBC from using text generated by LLMs—and purportedly checked and copy-edited by a human before approval—in two marketing emails and mobile push notifications to advertise Doctor Who. But now, the corporation will stop the experimentation entirely after a wave of official complaints pushed them to offer a response to concerned audiences.
The best way to handle LLMs is to treat them like an intern. They’re useful and can get a lot of work done, but you need to double check their work.