Enterprises to Spend Over $30 Billion Fighting Information Threats by 2028

A significant shift in corporate budget allocations is underway as enterprises prepare to defend themselves against the growing threat of false information. According to a new book by Gartner, companies worldwide will spend more than $30 billion combating misinformation and disinformation by 2028, with approximately 10% of marketing and cybersecurity budgets being redirected toward these efforts.

The mounting concern comes as organizations face an increasingly sophisticated landscape of digital threats, including deepfakes, AI-generated content, phishing attempts, and various forms of data manipulation that can damage brand reputation, compromise security, or mislead stakeholders.

Gartner’s 2024 survey of 200 senior business and technology executives underscores the urgency of the situation, revealing that 72% of respondents identified misinformation, disinformation, and malinformation as “very” or “relatively important” issues for their executive committees to address.

“The lack of reliable information needs to be seen as a meta-issue that compromises everyone’s ability to understand and deal with all other issues,” explains Andrew Frank, VP Analyst in the Gartner for Marketing Leaders practice and co-author of “World Without Truth,” which details these findings.

The problem is expected to intensify as technology evolves. Dave Aron, VP Analyst and Gartner Fellow in the Gartner for High Tech Leaders and Providers practice, who co-authored the book, notes that “the disinformation threat will continue to grow, fuelled by increasingly elaborate uses of synthetic reality, behavioural science and digital media.” Despite this troubling forecast, Aron emphasizes that “there are concrete steps that organisations can take to marginalise the impact and track new threat vectors.”

Among the key recommendations outlined in the book is the formation of dedicated “Trust Councils” within organizations. These cross-functional bodies would include representatives from various departments and be led by C-suite executives from communications, IT, finance, legal, HR, and marketing. The collaborative approach recognizes that information integrity challenges cut across traditional organizational boundaries.

The authors also propose four macro strategies to counter disinformation: implementing effective rules, governance, and processes; providing education to stakeholders; creating behavioral nudges and incentives that promote information integrity; and deploying appropriate technology and tools.

This substantial projected spending reflects the growing recognition among corporate leaders that information integrity is not merely a public relations concern but a fundamental business risk that affects operations, customer trust, and even share price. As generative AI technologies become more accessible and sophisticated, the ability to create convincing fake content has democratized, placing even the most careful organizations at risk.

The financial services sector appears particularly vulnerable, as false information about banking stability or investment opportunities can trigger market volatility and erode customer confidence. Similarly, healthcare organizations face challenges from health misinformation that can undermine public health initiatives or damage institutional credibility.

For technology companies that provide information services or platforms, the stakes are especially high as they navigate the tension between facilitating open communication and preventing the spread of harmful misinformation.

Industry analysts note that this projected $30 billion market has already spurred innovation, with numerous startups developing AI-powered detection tools, blockchain-based verification systems, and digital content authentication solutions. Established cybersecurity and marketing technology vendors are also expanding their offerings to address these emerging threats.

As organizations allocate significant resources to combat false information, many are recognizing that technological solutions alone will be insufficient. The most effective approaches will likely combine advanced detection tools with human expertise, organizational vigilance, and proactive communication strategies to build resilience against the growing tide of misinformation.