Artificial Intelligence (AI) is already transforming marketing, media, and changing how we consume information daily. It enables the creation of personalized ads, optimizes content distribution, and analyzes consumer behavior faster than ever before. However, it also presents new challenges - while AI can drive innovation, it can also be misused to spread disinformation.
We discussed these questions with Ruta Donovan, VP of Marketing & Growth at 7Learnings.
Ruta, how do social networking and search engine algorithms contribute to the spread of disinformation and misleading advertising online?
I believe every era has its own social spaces - once it was town squares, but today, much of our communication happens on social networks. These platforms are where we get the latest news, follow the lives of friends and family, and share information. Because of this, social media algorithms have a significant influence on how we perceive information daily. Understanding how they work is crucial, otherwise, we risk falling victim to disinformation.
For example, my mother recently came across what seemed like a credible news story on social media. It claimed that a well-known Lithuanian politician had won a large sum of money and was now on the run from the police in Poland. She believed she had read the article on the Delfi news portal because it appeared in her Facebook news feed.
When she sent me the link, the page looked identical to Delfi’s website, but in reality, it was a fraudulent site spreading disinformation. Even I might have believed it if I hadn’t checked the source.
This example highlights how easily algorithms can amplify disinformation. Because information spreads so quickly on social networks, even people we trust can unknowingly contribute to the spread of fake news. That’s why it’s crucial to be critical of sources and not believe everything we see online.
Algorithms themselves are neither good nor bad - their main goal is simply to keep our attention by showing us content that interests us most. The problem arises when misleading information spreads widely and is amplified by these same algorithms, as they cannot distinguish between truth and fake news.
I’ve also noticed that older people often struggle to recognize disinformation. In the past, information wasn’t as easily accessible as it is today, so now they tend to place more trust in what they find online. Education is crucial in this area - explaining how algorithms work and why it’s important to verify sources can make a big difference.
So, while algorithms are neutral, it’s our responsibility to be critical of the information they present. It’s not just about checking sources ourselves but also being mindful of what our relatives share and, when necessary, encouraging them to be more cautious.
Do you have any tips on how to identify fake online shops and protect yourself from scammers?
When it comes to algorithms and the flow of information online, we’re not just dealing with fake news - we also must watch out for fake online shops. The internet provides the perfect environment for scammers to take advantage of unsuspecting buyers, so it’s important to know how to spot fraudulent stores and protect yourself from financial loss.
Fake online shops are often designed to make the buying process as smooth and quick as possible. This follows a marketing principle called frictionless experience, which encourages impulse purchases. From attractive images to a seamless checkout process, a professionally designed website can seem completely legitimate. However, this is precisely why we should be cautious - if everything moves too quickly with no verification steps, it’s worth pausing to assess whether the store is truly trustworthy.
To avoid scams, the first step is to check whether the shop is officially registered. In Lithuania, many legitimate websites display company details, such as business name, registration location, and owner, at the bottom of their pages. This is also common in Germany and other countries where transparent businesses are required to make such information public. If these details are missing or unclear, it’s a red flag.
Just as we wouldn’t hand over our bank card in a physical store without being certain it’s safe, we should be just as cautious online. Personally, I try to avoid shopping on websites I don’t recognize. My first step before buying anything is to stop and ask myself if I really need it – not just for safety reasons but also from an environmental perspective. If I decide the purchase is worth it, my next step is to thoroughly check the website, company details, and any available background information. This is the only way to protect not just our money but also our personal data from falling into the hands of scammers.
How does artificial intelligence affect marketing? Does it help to combat disinformation, or does it create new opportunities for misleading content to spread?
Artificial Intelligence has transformed our lives in recent years. Many of us already use AI-powered tools, such as audio-to-text conversion and quick photo or video editing. Even on my phone, I can remove people from photos with just a few taps - it’s fun, but it also allows me to alter reality.
Two years ago, when I attended an Atlantic Council course on disinformation, one of the biggest concerns discussed was manipulated videos. Today, this issue is becoming even more pressing. For example, a viral AI-generated video recently surfaced, falsely depicting a fight between Ukrainian President Volodymyr Zelensky and Donald Trump. Social media platforms also host channels that create entirely fake videos featuring actors’ faces and voices – making them appear to skydive, run marathons, or do other activities without ever being on set. Some of these fakes are so convincing that people believe them without questioning their authenticity.
This is where the biggest risk lies - AI can be used to distort political events, manipulate public perception, and spread disinformation. We have always viewed videos as reliable sources of information, but if we don’t develop a habit of fact-checking, disinformation could lead to serious consequences, even international conflicts. While AI-generated images and videos are still somewhat recognizable today, technology is advancing rapidly. In just a few years, even experts may struggle to differentiate real content from fake.
On the other hand, AI offers enormous opportunities for businesses and creators. Now, anyone can produce professional promotional videos without large budgets or advanced technical skills. You don’t need to be a Photoshop expert to generate high-quality visual content for business or personal projects.
However, alongside these new opportunities, we must take a responsible approach to the information we consume. In the past, it was primarily photos that were easy to manipulate -now, AI is making it possible to distort videos just as easily. This presents a major challenge that we, both as individuals and as a society, must learn to navigate.
Background illustration: InfiniteFlow
This article was published in partnership with Civic Resilience Initiative
