With Generative AI blurring reality through deep fakes, voice swaps, and impersonations of popular artists, tech companies are being called on to reduce misinformation. In a bid to retain user trust, Tiktok is developing content labels that signify and set apart AI-generated creations.

AI-generated content is gaining traction in the media, with a swarm of click-baiting AI-powered news sites raising concerns about accuracy. As these publications grow, there are challenges to be addressed in maintaining public trust as the lines between reality and fiction continue to blur.

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?