AI-generated content has become a common feature of online experiences, but many people are still sceptical about the tech. With that in mind, Ogilvy is pushing for an industry-wide change to label AI-generated influencer content to create a sense of transparency and build trust among consumers.

Graduates taking part in a study investigating deepfakes remembered watching fake films, and some actually preferred the modified versions. Many businesses and countries are reacting to deepfakes' ability to influence humans on different levels and trying to prevent catastrophic outcomes.

As reality becomes increasingly warped online, people are losing trust in the credibility and authenticity of the media they are consuming. Deepfakes are one source of distrust, but Deeptrace, a technology that detects deepfakes, is working to combat misinformation online.

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?