Generative AI (genAI) and misinformation are on a collision course headed straight for social media this year. Social media platforms’ insufficient protections - coupled with a surge in political marketing and the changing nature of news - will exacerbate an already fraught environment and pose major brand safety problems.
Key Question: How big is the risk of political content and misinformation for brands and social platforms in 2024?
Key Stat: Close to two-thirds (64%) of US internet users said disinformation and fake news are most widespread on social media feeds - a significantly higher figure than for any other source - according to a September 2023 survey from the United Nations Educational, Scientific and Cultural Organization (UNESCO) and Ipsos.
Here’s what’s in the full report
- 2 Exportable files for easy reading, analysis and sharing.
- 8 Charts: Reliable data in simple displays for presentations and quick decision making.
Table of Contents
- Executive Summary
- Social media will be at the center of the brand safety storm
- A new era of news is emerging
- AI will turbocharge mis- and disinformation
- Platform policies are outdated and insufficient
- What does this mean for marketers and platforms in 2024?
- Sources
- Media Gallery
Charts in This Report
- Sources Through Which US Internet Users Think Disinformation and "Fake News" Are Most Widespread, Sep 2023 (% of respondents)
- US Internet Users Who Obtain Most of Their Information About News and Breaking Events Through Social Media, by Generation, March 2023 (% of respondents in each group)
- US Adults Who Regularly Get News From Select Social Media Platforms, 2020 & 2023 (% of social media site users)
- Average Time Spent per Day on Select Social Media Platforms by US Users Ages 18-24, 2019-2024 (minutes)
- Sources Through Which Internet Users in the US and Worldwide Think Disinformation and "Fake News" Are Most Widespread, Sep 2023 (% of respondents)
- Expectations and Behaviors of US Consumers Toward a Brand's Responsibility in Managing Its Brand Value, Q3 2023 (% of respondents)
- Impact of AI on the Spread of False/Misleading Information in the 2024 Presidential Election According to US Adults, Oct 2023 (% of respondents)
- Level of Responsibility Organizations Have to Prevent AI-Generated False or Misleading Information in the 2024 Presidential Election According to US Adults, Oct 2023 (% of respondents)
