Artificial intelligence (AI) is transforming how information is created and shared online. While the technology has many beneficial uses, it is also making it easier for bad actors to create content, develop convincing online identities and influence public conversations at a scale that was previously difficult to achieve.
Understanding how these techniques work can help you become a more informed consumer of online information.
AI Is Changing the Information Landscape
AI tools can create articles, images, videos, comments and social media posts in seconds.
Many organizations use these tools responsibly. However, the technology can also be used to generate large volumes of content designed to attract attention, spread misinformation or shape public opinion.
As a result, the amount of information online continues to grow rapidly, making it more important than ever to evaluate sources carefully.
Not Every Online Account Is What It Appears to Be
AI can help create realistic online personas that look and behave like real people.
These accounts may include:
- Professional-looking profiles
- Convincing profile photos
- Detailed biographies
- Frequent posts and interactions
Some fake accounts are used for scams, while others are designed to amplify certain messages or influence public conversations.
The appearance of legitimacy does not always mean an account is authentic.
How Influence Campaigns Work
Some threat actors, including criminal groups and nation-state organizations, use networks of accounts to spread information, promote narratives or influence public opinion.
Their goals may include:
- Creating confusion
- Increasing distrust
- Amplifying divisive issues
- Spreading misinformation
- Making viewpoints appear more popular than they actually are
Rather than persuading everyone, these campaigns often seek to influence conversations and shape perceptions over time.
Be Careful with Emotionally Charged Content
Content designed to provoke strong emotional reactions often spreads quickly online.
Before sharing information, ask yourself:
- Who created this content?
- What evidence supports the claim?
- Are multiple reputable sources reporting the same information?
- Could important context be missing?
Taking a moment to verify information can help reduce the spread of misinformation.
Repetition Doesn't Make Something True
One common influence tactic is repeated exposure. Seeing the same message from multiple accounts may create the impression that it is widely accepted or universally true.
However, repeated claims should still be evaluated based on evidence and credible sources.
Popularity and accuracy are not the same thing.
Think Critically Before Sharing
Social media makes it easy to share information quickly, but sharing inaccurate information can unintentionally contribute to confusion.
Before reposting or forwarding content:
- Verify the source
- Check multiple reputable outlets
- Look for supporting evidence
- Consider whether the information may have been manipulated or taken out of context
Responsible sharing helps create a healthier online environment for everyone.
What to Remember
AI is making it easier to create content and influence conversations online. While much of that content is legitimate, some may be designed to mislead, manipulate or shape public opinion.
By thinking critically, evaluating sources and verifying information before sharing it, you can make more informed decisions and help reduce the spread of misinformation in an increasingly digital world.