People are taking a patchwork approach to self-expression to feel like they have control over how their identity is generated. Yet as individual expression becomes more mutable and mistrust in social systems abounds, there’s one place above all that people are seeking integrity and guidance: brands.

With the country still deeply divided across party lines, Brazilians are ever more vulnerable to disinformation – leading many to believe in a communist takeover. Educating Brazilians on media literacy can be a good opportunity for brands to help bridge gaps, but more creative solutions are needed.

The rapid growth of an online ‘infodemic’ – where fake news and conspiracy theories abound – means it has become difficult to sort fact from fiction. Logically is using AI technology and fact-checkers to help both private companies and the general public combat the spread of misinformation.

As Putin’s invasion of Ukraine takes place, disinformation campaigns on social media are becoming more sophisticated. At a time when people are struggling to separate real from fake news, they’re looking to platforms to evolve their moderation approaches to keep pace with misinformation strategies.

Disinformation spreads like wildfire on social media, especially when it’s fueled by dark money and content farms. But what happens when generative AI like ChatGPT makes creating such material as easy as hitting enter? And what role can brands play in combating this worrying trend?