Lead with Facts to Combat AI Misinformation, International SOS Officials Urge

In an era where artificial intelligence dominates content creation, distinguishing fact from fiction has become increasingly challenging for organizations worldwide. Security experts from International SOS are urging businesses to adopt fact-based strategies when navigating the complex landscape of AI-generated misinformation.

By 2025, daily online content production is expected to reach a staggering 181 zettabytes, with some projections suggesting that 90% of all online content will be AI-generated by year’s end. This proliferation of synthetic content poses significant risks as the line between authentic and artificial information continues to blur.

“It has never been easier or cheaper to manufacture misinformation,” warns Gulnaz Ukassova, Security Director of Information and Analysis at International SOS. “A fabricated mass-casualty car accident or a fire affecting an office building in a major city, illustrated with AI-generated ‘photos’ and ‘videos’ can be posted online in minutes. Within moments, it can be reshared thousands of times.”

This rapid dissemination of false information is particularly concerning as social media increasingly becomes the primary news source globally. In the Middle East, over half of consumers rely on social media platforms for news, while similar trends emerge in the United States, United Kingdom, and other regions, according to the Reuters Institute.

The challenge is compounded by the nature of misinformation itself. False content typically contains more dramatic, emotional, and clickable elements, causing it to spread faster than verified information. Research indicates that people are more likely to share falsehoods than facts, driven by low digital literacy, the desire for viral content, and personal or political biases.

Workforce demographics are shifting simultaneously, with approximately 80% of Gen Z workers (ages 18-21) reporting they use AI tools to complete over half their tasks. As younger generations enter the workplace, information habits and expectations will dramatically change, requiring organizations to adapt their approaches to information management and crisis response.

“Organizations will need to adapt, not only to manage productivity and ethical use, but to ensure employees understand the risks posed by AI, including misinformation,” explains Baani Gambhir, Lead Security Analyst for Threat Monitoring at International SOS. “Mandatory training and an agile, information-focused approach to crisis management will be essential for organizations to stay prepared.”

Digital literacy represents a critical concern. While Gen Z constitutes some of the most avid users of social media and generative AI tools, adoption remains uneven across countries, industries, and organizations. This inconsistency creates gaps in understanding and oversight, limiting the ability of governments and businesses to respond effectively to evolving AI capabilities or implement appropriate safeguards.

The business implications are significant. Organizations with workforces having limited digital and AI literacy face potential reputational damage, compromised decision-making, and workplace culture issues. During crises, misinformation can outpace verified updates, leading to poor or delayed responses that may endanger personnel or operations.

International SOS recommends that organizations view this challenge as a long-term strategic priority rather than a temporary issue. They advise establishing comprehensive plans to manage misinformation, including regular workforce updates on developing situations and monitoring viral messages that could increase risks to specific employee demographics.

Additionally, businesses should evaluate how disinformation might amplify existing security concerns in their operational locations, develop reliable networks of on-ground contacts to bridge information gaps, and conduct regular crisis-management exercises that include misinformation scenarios.

“Only by treating this as a long-term strategic priority can organizations remain resilient in an information environment increasingly shaped by synthetic content,” Ukassova emphasizes.

As AI continues transforming how information is created and consumed, organizations that invest in verification processes, clear communication protocols, and employee training will be better positioned to navigate the complex information landscape of the coming decades.