AI Content Emerges as Major Disinformation Threat, Azerbaijani Official Warns

Artificial intelligence-generated content has become a significant threat in the global spread of disinformation, according to Natig Mammadli, Deputy Executive Director of Azerbaijan’s Media Development Agency.

Speaking at a public discussion in Baku on Sunday, Mammadli addressed the growing challenges posed by disinformation in both global and Azerbaijani contexts. The forum, titled “Disinformation: as the most serious threat on a global scale and in the reality of Azerbaijan,” highlighted increasing concerns about the integrity of information ecosystems.

“The proliferation of AI-generated content is making it increasingly difficult for people to distinguish between authentic and fabricated information,” Mammadli explained during the event. “This impedes the public’s ability to interpret information accurately, leading to progressively severe consequences over time.”

The official noted that disinformation campaigns have expanded dramatically across numerous countries in recent years, contaminating information spaces and creating complex challenges for governments, media organizations, and civil society. According to data referenced during the discussion, the global dissemination of false information has surged more than sixfold, making effective countermeasures increasingly difficult to implement.

Despite these challenges, Mammadli expressed confidence in Azerbaijan’s capabilities to address the issue. “Azerbaijan possesses robust political and institutional frameworks to tackle disinformation,” he stated. These frameworks reportedly include media literacy initiatives, regulatory oversight, and cooperation between government agencies and media organizations.

A particularly troubling trend identified during the discussion was the erosion of public trust in traditional media sources. Mammadli suggested this diminishing confidence has created fertile ground for disinformation to take root and spread rapidly through social media and other digital channels.

“While the media should function as a pillar of truth in society, this ideal is unfortunately not always realized in international media practice,” Mammadli observed. This failure of media organizations to consistently uphold journalistic standards has contributed significantly to growing public skepticism about the reliability of news sources.

Media experts attending the forum pointed out that the issue extends beyond Azerbaijan’s borders, representing a global challenge that requires international cooperation. The rise of sophisticated AI tools has made it easier than ever to produce convincing fake news, deepfakes, and manipulated content that can be difficult even for trained professionals to identify.

The discussion comes amid increasing global concern about disinformation campaigns targeting democratic processes, public health initiatives, and international relations. Recent studies have shown that AI-generated content can now mimic legitimate news sources with unprecedented accuracy, creating new vectors for the spread of false information.

Azerbaijan, like many countries, has faced challenges with disinformation campaigns, particularly during periods of regional tension. The country has implemented various measures to strengthen its information security, including media laws aimed at promoting responsible journalism and restricting the spread of harmful content.

Media literacy experts at the event emphasized that solutions must include both technological approaches to identify and limit disinformation and educational efforts to help citizens become more discerning consumers of information.

As nations worldwide grapple with these challenges, the Baku discussion underscored the importance of developing comprehensive strategies that balance freedom of expression with the need to protect information integrity in an increasingly complex digital landscape.