The recent controversy surrounding Elon Musk’s sharing of an AI-generated deepfake video impersonating Vice President Kamala Harris has led to numerous inquiries about the implications of deepfakes and the broader media literacy challenges they pose. One firm has identified a “media literacy gap” that empowers the impact of deepfakes and endangers the public with a greater proliferation of misinformation.
Jordan Mitchell
Jordan Mitchell, founder of Growth Stack Media, has extensive experience guiding tech and consumer brands through the complexities of AI and media. In this Q&A, he offers insights that are crucial for understanding the intersection of deepfakes, media literacy, and brand trust.
Why is media literacy the real key to combating AI-generated misinformation?
While much attention is focused on detecting AI-generated content, we’re fighting an uphill battle. As AI models improve, detection becomes increasingly difficult. Instead, we should shift our focus to fostering media literacy among consumers and marketers alike. This involves teaching critical thinking skills, encouraging source verification and promoting a healthy skepticism towards digital content. By empowering individuals to question and analyze the media they consume, we create a more resilient defense against misinformation that goes beyond technological solutions.
How can we balance innovation and brand authenticity in the deepfake era?
Businesses today face a paradox: leverage AI for content creation to stay competitive, or avoid it to maintain authenticity and trust. The solution lies not in choosing one over the other, but in developing a strategy that embraces both innovation and integrity. This involves transparent AI usage policies, investment in content authentication technologies and most importantly, a renewed focus on creating genuine value for audiences. By viewing AI as a tool to augment human creativity rather than replace it, businesses can push boundaries while preserving the trust that forms the foundation of their brand reputation.
What are the telltale signs of a deepfake?
Spotting deepfakes has become increasingly challenging as AI technology advances. To detect AI-generated photos and videos, look for these key indicators:
- Unnatural skin smoothness, inconsistent wrinkles, or mismatched aging between skin, hair and eyes
- Unusual shadows around eyes and eyebrows
- Inauthentic-looking moles or facial hair
- Odd blinking patterns or misaligned lip movements
- Blending artifacts where the altered face meets the background
- Inconsistent lighting and shadow patterns
Context is crucial—be skeptical of public figures acting out of character. While AI detection tools like Pindrop, Maybe’s AI Art Detector and WeVerify can help, no solution is foolproof.
For AI-generated audio, focus on:
- Unnatural tonality or cadence in speech
- Variance in room tone and environmental sound
- Responses that seem out of context or overly generic
- Unusual requests, especially for sensitive information
Never provide financial or personal information like your social security number over the phone. For additional verification, you can use online tools like AI Voice Detector to analyze audio samples if available.
What components should consumers look for particularly, and being aware of the sophistication of these malicious content creators, how do you see the situation playing out over the next year and through the election season?
It’s not looking good. As we approach the election season, the spread of misinformation will only continue to intensify. Consumers must prioritize source verification and maintain healthy skepticism toward online content. Tools like AllSides can provide a comprehensive understanding of news across the political spectrum, but they’re just a starting point.
The real challenge lies in identifying deepfakes at their source. For example, even when a video is later debunked, the damage to public perception often persists, particularly among those with lower media literacy. This underscores the critical need for vigilance: consumers must question everything they encounter online and verify information through multiple reputable sources before drawing conclusions.
As content becomes increasingly sophisticated, it will eventually become indistinguishable from reality—it’s closer than we think. Legislation like the NO FAKES Act is conceptually a step in the right direction but will likely prove unenforceable at scale and may prioritize celebrity protections over those for the general public.
The responsibility for developing critical thinking skills falls on individuals. Simultaneously, the government should allocate more funding for media literacy resources and training programs, both online and in communities. Additionally, blockchain technology shows promise in tracking the origin and ownership of content, by establishing a transparent record of work that’s harder to alter than traditional methods like watermarking.
Ultimately, as the line between fact and fiction blurs, our best defense remains a combination of critical thinking, multi-source verification and ongoing education in media literacy.
What best practices would you recommend for boosting media literacy beyond what you already offered, and what first steps should be taken?
Boosting media literacy requires a multifaceted approach. Increased investment in media literacy programs in schools is crucial, starting at an early age. With children accessing digital devices as young as two years old, it’s vital to instill critical thinking skills early. Partnerships between educational institutions, tech companies and media organizations could create comprehensive literacy programs. First steps should include integrating media literacy into core curricula, providing teachers with specialized training and developing age-appropriate resources for students and parents. Additionally, public awareness campaigns and community workshops can help bridge the literacy gap for adults.
Effective media literacy also hinges on emotional intelligence and a willingness to engage in civil discourse about sensitive topics with those holding different viewpoints. A critical danger of media illiteracy is the tendency to gravitate towards information sources that simply reinforce existing beliefs and values. This creates echo chambers where individuals are vulnerable to manipulation by bad actors spreading misinformation. When consumers lack the skills to critically evaluate content, they risk internalizing false narratives that shape their worldview, often without realizing it. Developing the ability to seek out diverse perspectives and fact-check information is absolutely crucial to upholding the integrity of our democracy.
With PR and communicators so committed to protecting company and client authenticity, what role can they play in ensuring credible content?
PR professionals play a pivotal role in maintaining content credibility amid the rising tide of AI-generated material. As the barrier to entry for content creation lowers, the volume of AI-generated social media posts has skyrocketed, especially short-form videos, which are preferred by 73 percent of consumers. This surge underscores why earned media through credible publications is more valuable than ever. It represents authentic expertise and thought leadership that can’t be easily faked. Additionally, PR teams should advocate for increased funding of reputable news outlets, which are crucial in helping the public discern fact from fiction.
From a content marketing perspective, there should be more transparency and collaboration between organizations and their PR teams so they can anticipate what content will be posted externally on behalf of the brand. PR professionals help companies maintain their reputation by monitoring media across all channels, keeping clients informed about their public image. They can also help flag suspicious or inaccurate content unaffiliated with the brand.
To optimize these efforts, companies should consider partnering with PR agencies that have a deep understanding of both earned media and content creation. The PR narrative should serve as the backbone of a company’s messaging, both internally and externally. Working with partners who understand not only the earned media landscape but also how to create content that aligns with overall messaging can lead to significant time and cost savings. This approach ensures budget optimization and cross-departmental synergy, which is especially crucial for organizations relying heavily on remote and hybrid work models.
By integrating PR strategy with content creation, companies can create a cohesive brand narrative that resonates across all channels, enhancing credibility and effectiveness across the board.
Why is earned media more valuable as social proof than owned social media content?
Earned media provides superior social proof due to its foundation in genuine expertise and credibility. While social media metrics such as followers and views are easily manipulated, coverage in reputable publications represents a third-party endorsement of a brand or individual’s authority.
Now that content creation tools are widely accessible, the value of social media impressions has diminished while their cost has increased. This trend has led to an oversaturation of content and reduced consumer action without high, repeated exposure to consistent messaging.
Although anyone with the right tactics and budget can amass a large social media following, earned media cuts through the digital noise. It provides a stamp of credibility that is increasingly rare and valuable in our information-saturated environment. This third-party validation becomes particularly crucial as consumers grow more discerning and skeptical of brand-generated content.
Ultimately, while both forms of media have their place in a comprehensive marketing strategy, earned media’s inherent credibility makes it a more potent tool for establishing trust and authority in an increasingly crowded marketplace.
