With the advent of AI-generated and edited content, distinguishing what is real on social media has become increasingly challenging. A recent Instagram post by football star Kylian Mbappé highlights this issue. Did AI alter the post, or was it simply a product of sloppy editing?
his ambiguity underscores a larger concern: the potential for misinformation in an age where digital forensics and user trust are paramount.
Artificial intelligence can now generate highly realistic images and videos, creating a scenario where fabricated content can be indistinguishable from authentic content.
This technological advancement has significant implications not only for social media platforms but also for news organisations, law enforcement, and individual users. The line between what is genuine and what is artificial becomes increasingly blurred, raising questions about the credibility of online content.
As AI continues to evolve, it becomes essential for users to develop a critical eye when consuming digital media. Meanwhile, efforts to improve digital forensics and implement verification tools are crucial in maintaining online trust and reducing the spread of misinformation.
Adding to the urgency is the growing accessibility of generative AI tools, which no longer require technical expertise to use. With platforms offering drag-and-drop interfaces for image and video manipulation, even casual users can produce convincing fakes that can spread rapidly.
This democratisation of content fabrication presents a particular challenge for public figures like Mbappé, whose reputation and influence make them prime targets for misinformation or misrepresentation.
Simultaneously, social media companies face increasing pressure to respond more decisively. Initiatives such as Meta’s Content Authenticity Initiative and TikTok’s AI-generated content labelling are early attempts at addressing the issue, but enforcement remains inconsistent.
Without stronger incentives or regulation, these platforms may struggle to keep pace with the volume and sophistication of AI-edited content.
As a result, the public’s ability to trust visual media – once considered among the most reliable forms of evidence – is being steadily undermined, making digital literacy and robust verification infrastructure more critical than ever.
The Rise of AI-Generated Content
- Hyper-Realistic Media:
AI technologies such as generative adversarial networks (GANs) and advanced editing tools can now create images and videos that are nearly indistinguishable from authentic content. - Deepfakes and Synthetic Media:
Deepfake technology enables the creation of convincing fake videos and audio, often used to impersonate public figures or spread false narratives. - Social Media Vulnerability:
Platforms like Instagram, TikTok, and X are increasingly targeted by AI-generated content, making it challenging for users to verify the authenticity of what they see.
Solutions and Future Directions
- Verification Tools:
New technologies, such as digital watermarking and blockchain-based verification, are being developed to authenticate original content and flag manipulated media. - Collaboration:
Cross-sector collaboration between tech firms, regulators, and civil society is essential to set standards and share best practices for combating misinformation. - Regulatory Efforts:
The EU’s Digital Services Act and the UK’s Online Safety Act are examples of legislative efforts to hold platforms accountable for the spread of AI-generated misinformation.
References
- MIT Technology Review: “AI-generated images are getting harder to spot” (2024)
- BBC News: “Deepfakes: The rise of AI-generated fakes” (2024)
- Financial Times: “Social media platforms struggle to keep up with AI fakes” (2025)
- Pew Research: “Public trust in social media falls amid AI manipulation fears” (2024)
- Wired: “Digital forensics in the age of AI” (2025)
- The Verge: “Instagram and TikTok roll out AI-detection tools” (2025)
- Ofcom: “Media literacy and the challenge of deepfakes” (2025)
- UNESCO: “Global media literacy initiatives” (2024)
- Nature: “Digital watermarking for AI-generated content” (2024)
- World Economic Forum: “Fighting online misinformation: A collaborative approach” (2025)
- European Commission: “Digital Services Act and AI regulation” (2024)