New tactics for detecting digital deception

Digital deception tactics like deepfakes and impersonation require new approaches to detection.

“Today, it’s less about how do you identify and determine if information is fake or real, but really particularly for us comms folks, how is your company and how are you responding?” asked Nick Loui, co-founder and CEO of PeakMetrics, at Ragan’s AI Horizons conference.

Here’s how to spot real from fake:

Limits of detection

The increase in AI-generated content makes it increasingly difficult to distinguish deceptive content using traditional cues.

“We’re seeing how the volume of content that we need to monitor and track as folks that work in this space has increased, while the quality of content has significantly decreased,” said Loui.

Clues like unusual posting patterns or visual errors are harder to spot and text-based AI content is also far more coherent and persuasive than before.

Agentic AI