Disinformation in the era of digital transformation

Generative AI as a tool for generating high-risk synthetic media – case study and strategic solutions

Vol.16,No.1(2024)

Abstract

Purpose The contribution examines the growing phenomenon of generative AI and its impact on the creation and dissemination of disinformation, fake news, and deepfake content in the online environment. The aim is to provide a comprehensive view of the challenges associated with the unethical use of generative AI and to present strategic solutions to address this issue.

Design / methodology / approach – The main method used was a descriptive case study with elements of explanation and exploration, with content analysis of individual cases, induction, and interpretation of findings as partial methods.

Results – The case study demonstrated that generative AI represents a significant tool in the hands of disseminators of disinformation and misinformation. The ability of AI to generate convincing content that is increasingly difficult to distinguish from reality allows for unprecedented manipulation of information. The findings of the case study have important theoretical and practical implications. Theoretically, they expand the understanding of the dynamics between technological advancement and its impact on society. Practically, they highlight the urgent need for the application of technological, legal, and intellectual solutions. The limitations of the study relate to potential subjectivity in the selection of cases and interpretation of data.

Originality / value – The contribution provides a comprehensive view of the issue of unethical use of generative AI for creating and spreading disinformation and deepfake content in the online environment. In addressing the issue, the contribution suggests the need for the implementation of an approach focused on combining technological solutions, legal regulation, and intellectual approaches.


Keywords:
generative artificial intelligence; disinformation; fake news; deepfake; synthetic media
Author biography

Tomáš Mirga

Katedra knižničnej a informačnej vedy, Univerzita Komenského v Bratislave

Tomáš Mirga je interný doktorand na Katedre knižničnej a informačnej vedy na Univerzite Komenského v Bratislave. V kontexte svojej akademickej činnosti sa orientuje na problematické oblasti online prostredia, akými sú informačné bubliny, dezinformácie, fake news a deepfake obsahy. Z hľadiska širšieho zamerania sa venuje informačnej etike, informačnej a mediálnej gramotnosti, sociálnej psychológii, kognitívnym skresleniam, sociálnym médiám a umelej inteligencii.

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