And it'll likely be doing it with very little input, and generate entire campaigns.
You can claim that "people" are the ones responsible for that, but it's going to overwhelm any attempts to stop it.
So yeah, there's a purpose to examine how these machines are built, not just what the output is.
Its already being done now with actors and celebrities. We live in this world already. AI will just make this trend so that even a kid in his room can anonymously lead some cult for nefarious ends. And it will allow big companies to scale their propaganda without relying on so many 'troublesome human employees'.