Disinformation, AI, and the Media - Insights from Media Forum 2024

Advantages of AI

At the panel session titled “"Artificial Intelligence: A Game-Changer for Disinformation and Information Manipulation", Martyna Bildziukiewicz, Deputy Head of Strategic Communication division and Head of East Stratcom Task Force, highlighted the transformative potential of AI in communication and journalism.

She emphasized that AI can streamline processes by automating repetitive tasks such as transcription and personalization, enabling professionals to focus on more creative aspects of their work. Additionally, AI can enhance audience targeting and improve the reach of factual content.

Linas Skirius, Co-Founder of Civic Resilience Initiative (CR), emphasized AI’s potential in addressing disinformation, citing AI-powered detection systems that identify unusual spikes in online activity or duplicate messages as indicators of disinformation campaigns.

He noted that OSINT (open-source intelligence) tools enable researchers and journalists to verify the authenticity of images, videos, or text, though these methods require human oversight for accuracy. AI also supports moderation efforts by flagging harmful or misleading content, making it easier for platforms to manage information quality.

Challenges and risks

Bildziukiewicz noted that AI facilitates the creation of deepfakes. Advanced techniques like compositional deepfakes, which subtly alter real footage, make it increasingly difficult for fact-checkers to distinguish authentic content from manipulated material.

Karlygash Dzhamankulova, President of the International Foundation for the Protection of Freedom of Speech "Adil Soz", stressed the importance of individual responsibility and education, urging people to develop critical thinking skills and seek knowledge beyond social media to build a well-informed society. While optimistic about AI technology, she places greater trust in human judgment and lifelong learning.

Dzhamankulova also addressed the growing societal polarization, fueled in part by the spread of disinformation. This polarization threatens political and social stability, with efforts to manipulate audiences through fake news expected to intensify in the coming years. She called for strengthening societal resilience to counteract these risks, highlighting the urgent need for awareness and education to safeguard truth and stability.

Linas Skirius emphasized the dangers of personalized disinformation, where AI targets individuals based on their preferences and biases, creating a perception that false narratives align with their beliefs. The pervasive use of AI in amplifying false information poses a growing challenge for media professionals and society.

Assel Kozhakova, the official representative of Euronews in Kazakhstan, stressed the need for ethical guidelines and regulatory measures to address AI's growing role in journalism and media. She highlighted the importance of preventing manipulation through practices like clickbait and misleading narratives, emphasizing that ethical standards are essential to maintaining trust and integrity in media.