Artificial Intelligence and Trust: Analyzing the Impact of AIGenerated Fake Content on Social Media Platforms

10.46988/IJMMC.06.02.2024.07

Abstract

This study discusses the impact of artificial intelligence (AI) technologies on social media platforms through the creation and distribution of fake content and how this affects user trust. One of the key technologies highlighted in the study is “Deepfake,” which uses AI to replace faces or voices in images or videos with fake ones, making it difficult to distinguish
between real and fabricated content. This technology poses a significant threat to the credibility of information shared on digital media. Fake content relies on complex algorithms, trained to mimic human facial expressions, voices, and movements with extreme accuracy, causing users to question the reliability of the information they see online. The study explores how these technologies influence user trust in the content they encounter on social media platforms. With the rapid spread of false information and its increasing use, these platforms have become fertile ground for the proliferation of fake and misleading news. The research notes that users vary in their ability to detect this fake content, with some becoming more skeptical and cautious, while others are quick to believe information without verifying its authenticity. Furthermore, the study examines the social and psychological aspects of AI’s impact on user behavior and how these technologies can erode trust in digital information sources, contributing to social divisions and general
misinformation. The study suggests technical and managerial solutions to counter this phenomenon, including enhancing the use of AI technologies to detect, rather than solely produce, fake content. It also emphasizes the importance of establishing ethical standards for the use of AI in media production, as well as increasing awareness of these technologies
and how to identify fake content. The significance of this study lies in its in-depth understanding of AI’s impact on digital society and identifying mechanisms to combat the spread of fake content. It also provides a set of recommendations for media institutions and communities to enhance the credibility of information and improve public awareness of the
dangers posed by these technologies. Based on the study’s findings, there is an urgent need to develop new tools and technologies to detect fake content and improve user trust in social media platforms. The impact of these technologies is not limited to individuals but extends to influence society by distorting public opinion and manipulating information. The
study highlights the need for coordinated efforts between technological, media, and legal sectors to mitigate the negative effects of this growing phenomenon.