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?

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.

With misinformation seemingly ever-present on social media, many people are feeling frustrated trying to decipher fact from fiction. Following on from tracking this behaviour in our Communications Sector Snapshot, Canvas8 spoke to eight Britons to understand the impact of fake news.

People are increasingly feeling as though generative AI isn’t just a fad but rather will become a part of their daily lives – even if they don’t fully trust it. While generally cautious about the technology, a desire remains for the automation and simplification of everyday tasks AI can provide.