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PR360: The advent of AI-enhanced misinformation and how we must collaborate to tackle the issue

Last week, our head of PR attended the annual PR Week 360 conference, an exclusive event tailor made for senior PR leaders looking to keep their finger on the pulse of PR trends and the latest updates.

This year’s event focused on how to lead with authentic, decisive communications in turbulent times, as well as environmental, societal and governance communications. Insights were shared on subjects such as unlocking the power of creativity in comms, becoming more data literate and successful leadership. One subject, however, attracted notable attention; the growth of AI and how the advent of AI-enhanced misinformation can be managed.

The rapid growth of AI has unlocked remarkable possibilities, revolutionising various aspects of our lives. However, this newfound power comes with risks, and one of the most pressing challenges we face is AI-enhanced misinformation. As AI technology advances, so does the sophistication of misinformation campaigns, leading to potentially dire consequences for individuals, organisations and societies. In this blog, we will delve into the realm of AI-enhanced misinformation, explore its implications, and discuss the potential strategies that were raised at PR360 to tackle this critical issue.

Misinformation, false or misleading information intentionally spread with the aim to deceive, is not a new phenomenon or a paradigm shift. However, the advent of AI has amplified its potential scale, reach, and impact. AI-powered tools can generate highly convincing fake images, videos, and text, making it increasingly challenging for individuals to discern between truth and falsehood. Social media platforms, as influential purveyors of information, have become breeding grounds for AI-enhanced misinformation, where viral falsehoods can quickly spread and manipulate public opinion.

The consequences of AI-enhanced misinformation are far-reaching and profound, and an area, we PR professionals, must remain at the forefront of. They can erode trust in institutions, polarise societies, and undermine democratic processes. Misinformation campaigns can target elections, amplify societal divisions, incite violence, and promote extremist ideologies. Moreover, they can have severe implications for public health, such as spreading vaccine hesitancy during a global pandemic or promoting dangerous pseudo-scientific treatments. During the conference, we shared examples of this that we all experienced during the height of the pandemic and we tracked their rapid and explosive growth.

Addressing AI-enhanced misinformation requires a multifaceted approach involving technological advancements, media literacy, and collaborative efforts between various stakeholders. Here are some key strategies we can employ to tackle this challenge, namely Products, Processes and People.



Fighting fire with fire: Developing AI detection and fact-checking tools. As AI plays a significant role in amplifying misinformation, leveraging AI itself can be crucial in detecting and countering false information. Researchers and technology companies should focus on developing advanced algorithms that can identify AI-generated content and distinguish it from authentic information. Collaborative initiatives between tech companies, academia, and government agencies can accelerate the development of effective detection tools.



Platforms should invest in robust content moderation processes and policies, leveraging AI tools to detect and remove false information promptly. Transparency in algorithms, tools such as Google News API, increased human oversight, and cooperation with fact-checking organisations can enhance the effectiveness of content moderation efforts.



Equipping individuals with the skills to critically evaluate information is crucial in combating misinformation. Educational institutions, governments, and tech companies should collaborate to integrate media literacy and critical thinking. This empowers individuals to question sources, verify information, and understand the underlying motivations behind the spread of misinformation.

AI-enhanced misinformation poses a significant threat to our societies, democratic processes, and individual well-being due to its speed and scale. Combating this complex challenge requires a holistic approach that combines technological advancements, human media literacy and robust processes.

For more insight on AI misinformation, aligning your crisis and issues strategy or to speak to a member of the team, get in touch with a member of our PR team.