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Considering you can't have chat bots be honest even if you don't make them marketing tools I suspect I know which way companies are going to go
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Honesty implies intent. People can use LLMs to amplify dishonest messages (see: marketing), but I don't think it's reasonable to claim that LLMs are lying to describe when they produce incorrect information against the will of both the creator and operator.
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We'll see once they pipe ads in there if they'll limit themselves to relevant ads or of they'll toss all pretense of caring out the window
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I read it a different way. There's less upside to an LLM being "honest", since they're already making false statements regardless of intent. They're already non-trustworthy. So there's less to lose by being marketing channels.
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LLMs do not have a concept of “honesty”. Nothing they say is honest or dishonest. Anyway, “What’s the best XYZ?” is not a question that has a definitive answer for most XYZs.
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