As AI-generated content like deepfakes becomes more advanced, the distinction between real and fake information is becoming increasingly blurred. Deepfakes, where individuals can appear to say or do anything convincingly, are spreading rapidly across social media platforms. This development highlights both the enormous potential of AI and the growing threat of misinformation.

Creative Deeepfake of the founder of ShareOfVoice.AI speaking various languages

To counter the spread of disinformation, data analysis is proving to be a critical tool. By tracking the origins of content, monitoring engagement, and analysing how information circulates online, data can help identify and halt the spread of misleading content before it causes significant harm. As AI-generated media becomes more realistic, the use of data to verify content is essential for maintaining trust in digital spaces.

Social Media Data Driving Good
Beyond tackling misinformation, data is also being harnessed to drive positive outcomes in various fields. For instance, social media data is helping athletes better understand their online presence, enabling them to optimise their personal brands and secure sponsorships. In elite sports, including the Olympics, data is uncovering the gender gap in media coverage and sponsorship opportunities, pushing for more equal representation and opportunities for female athletes.

ShareOfVoice.ai's: SponsorSeeker
ShareOfVoice.ai's: Gender Balance Tracker

As AI technologies like deepfakes continue to evolve, the importance of using data to both protect against disinformation and promote social good is clearer than ever. In this rapidly changing landscape, data remains a crucial tool for ensuring that technological advancements benefit society while mitigating the risks.