Ai-Media acquired Alternative Communication Services in May 2020. According to the recollection of one source, there was a little buzz about it at the time and there were some who were concerned about the replacement of captioning providers and some that didn’t believe such a thing would happen. Well, they’ve been touting something called LEXI 3.0.

This wasn’t the only post done on the matter.

So, I guess I really have to say to captioners what I have said to court reporters. If I get some funding behind me there’s a lot we can do. We could sponsor independent studies into the accuracy of AI versus human transcribers/captioners. What we have so far in that department is promising.

But even short of that level of funding, we could do more advertising to increase public awareness about misleading technology claims and perceptions, something that is hitting mainstream media right now. After all, as I reported on this blog, Microsoft said they had achieved tech as good as human transcribers back in 2016. Then it flopped in the Racial Disparities in Automatic Speech Recognition 2020 study. Verbit flip-flopped between its series A and series B funding, first talking about saving on manual labor and then saying that they would not take the human transcriber out. So now when Ai-Media claims its LEXI 3.0 is rivaling human transcribers, it makes me wonder if this might be just another claim that they’re using to sell, sell, sell.

The best part? They don’t even have to lie to mislead. Check out the post above. “The world’s most advanced and accurate automatic captioning solution!” This is what’s referred to in legal circles as puffery. Even if it’s BS, it’s probably not false advertising. “Watch our video to see how LEXI 3.0 uses the power of AI to deliver results rivalling human captions, at a fraction of the cost.” Well, anybody can declare something rivals something. I declare apples rival oranges and Stenonymous rivals Veritext. It doesn’t mean anything. At the end of the day, if the AI gets 40% and captioners get 90%, they still rival each other, it’s just that one would be a really poor rival. At a fraction of the cost? Does that mean all of the cost savings are passed directly to consumers? It sure isn’t a guarantee.

This is why I’m so forward about educating reporters on marketing tricks and propaganda techniques. We are all subjected to media that influences our thoughts, and those thoughts go on to influence our actions. If a person is constantly inundated with the message that technology is exponentially growing and that it’s coming for all the jobs, they won’t seek out information that challenges that belief, like all the links I posted above that most people probably skip over out. Thanks confirmation bias and busy schedules.

Meanwhile, there’s a totally alternate reality where we start dumping money into calling out these companies and working out exactly how true their claims are so that we can share it with the world.

Captioners, Stenonymous is on your side.

And yes, that’s an example of propaganda. But it’s also true.