How a Small Iowa Newspaper’s Website Became an AI-Generated Clickbait Factory
In his spare time, Tony Eastin likes to dabble in the stock market. One day last year, he Googled a pharmaceutical company that seemed like a promising investment. One of the first search results Google served up on its news tab was listed as coming from the Clayton County Register, a newspaper in northeastern Iowa. He clicked, and read. The story was garbled and devoid of useful information—and so were all the other finance-themed posts filling the site, which had absolutely nothing to do with northeastern Iowa. “I knew right away there was something off,” he says. There’s plenty of junk on the internet, but this struck Eastin as strange: Why would a small Midwestern paper churn out crappy blog posts about retail investing?
Eastin was primed to find online mysteries irresistible. After years in the US Air Force working on psychological warfare campaigns he had joined Meta, where he investigated nastiness ranging from child abuse to political influence operations. Now he was between jobs, and welcomed a new mission. So Eastin reached out to Sandeep Abraham, a friend and former Meta colleague who previously worked in Army intelligence and for the National Security Agency, and suggested they start digging.
What the pair uncovered provides a snapshot of how generative AI is enabling deceptive new online business models. Networks of websites crammed with AI-generated clickbait are being built by preying on the reputations of established media outlets and brands. These outlets prosper by confusing and misleading audiences and advertisers alike, “domain squatting” on URLs that once belonged to more reputable organizations. The scuzzy site Eastin was referred to no longer belonged to the newspaper whose name it still traded in the name of.
