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By Bello Wasiu

ROUNDCHECK advocates for enhanced media literacy to tackle the challenges posed by AI-driven misinformation during Media and Information Literacy Week 2024.

In an ecosystem where digital content is produced faster than it can be consumed, misinformation spreads like wildfire, often quicker than the truth can catch up. The rapid rise of generative artificial intelligence (AI), which can create realistic videos, images, and text, has added an unprecedented dimension to the global information challenge.

Generative AI tools such as ChatGPT, DALL•E, and deepfake technology have made it easier to produce content nearly indistinguishable from human-made media. While these innovations offer great potential for creativity and efficiency, they also present significant risks. Fake videos, AI-generated news reports, and fabricated social media posts can be crafted with minimal effort, making it difficult for even the most discerning readers to distinguish fact from fiction.

This challenge lies not only in the sheer volume of misinformation but also in its sophistication. AI-generated content can mimic the writing styles of reputable news outlets or produce hyper-realistic images and videos that initially appear authentic. According to the United Nations, digital platforms have revolutionized how information is created, consumed, and shared, posing new challenges in discerning reliable content. The emergence of generative artificial intelligence further blurs the lines between human-generated and AI-generated content, requiring new skills and critical thinking. It’s a pivotal moment for individuals to shape their digital spaces and contribute to a more inclusive and resilient information ecosystem.

As the world observes World Media and Information Literacy Week 2024, ROUNDCHECK centers its theme on the intersection of media literacy and generative AI, advocating the urgent need for individuals to develop critical skills to navigate the complexities of information generated by artificial intelligence in today’s ecosystem.

What Is Generative AI?

Generative AI is a technology that autonomously creates text, images, audio, or video content. Through advanced algorithms, these AI systems learn from vast datasets to mimic human-like creativity, often producing content so realistic that distinguishing it from human-generated material becomes challenging. Applications of generative AI range from journalism, where AI-generated articles can be made in seconds, to social media and entertainment, where deepfakes and other AI-generated content are rapidly becoming the norm.

While this technology can be harnessed for good, it also presents significant challenges, particularly regarding misinformation and disinformation. The sheer volume of content that AI can produce makes filtering out false information from the truth increasingly difficult.

How Generative AI Fuels Disinformation and Misinformation

Unfortunately, AI has simplified the generation of disinformation. Tools like deepfake technology allow individuals to fabricate realistic videos, creating the illusion that people are saying or doing things they never did. According to UNESCO, disinformation can be especially harmful when used for political manipulation or to incite violence.

AI-generated fake news articles and misleading content can be mass-produced and disseminated in seconds. The danger lies in how convincing these forms of disinformation are, making it harder for audiences to question their authenticity. Deepfakes have raised ethical and social concerns globally, with the MIT Technology Review highlighting their increasing use to manipulate audiences.

The emotional manipulation behind AI-generated disinformation is particularly concerning. AI algorithms can identify and exploit emotional triggers such as fear, outrage, or empathy, leading individuals to share content that resonates with their emotional response before verifying its accuracy.

The Role of Media Literacy

Media literacy programs should focus on equipping people with the tools to assess the credibility of sources, discern factual information from misleading narratives, and identify the techniques used in AI-generated media. Teaching individuals the importance of critically evaluating content is essential in the fight against disinformation. Schools, communities, and organizations must prioritize media literacy programs that equip people with the skills to assess the validity of information.

Moreover, content creators, media organizations, advertisers, and streamers play a significant role as generative AI becomes increasingly integrated into production. Transparency is key; audiences have a right to know when AI is involved in creating the content they consume. The Reuters Institute emphasizes the importance of clearly labeling AI-generated content to maintain public trust in media, especially vital for journalism, advertising, and other sectors where AI is becoming pervasive.

Collaboration is crucial moving forward. Fact-checkers, tech companies, policymakers, and media organizations must work together to foster a media-literate society. By promoting awareness and providing accessible tools for media analysis, we can ensure that the public remains informed, skeptical, and resilient against AI-driven disinformation.

At ROUNDCHECK, we emphasize the importance of cross-referencing sources, using reliable fact-checking tools, and maintaining a skeptical mindset toward sensational content. Our mission remains clear: as an independent fact-checking organization, we aim to connect young fact-checkers and emerging analysts who utilize tools and analysis to combat misinformation. We focus on critical areas such as education, community, health, elections and governance, hoaxes, and youth inclusiveness, while also addressing marginalized topics.

We ensure that young people gain knowledge in digital literacy, media and information literacy, and fact-checking by providing training and mentorship using the best available tools. We also offer a platform for young fact-checkers to promote their work and build connections with other fact-checking platforms and newsrooms, collaborating to combat misinformation effectively.

We urge everyone to actively support media literacy initiatives through educational programs, outreach, or personal efforts to verify information. Together, we can create a more informed and discerning society.