Social Networks and AI: Evolving Channels for Election Disinformation, Experts Warn

In Kosovo’s election campaigns, disinformation has evolved into a sophisticated threat, with artificial intelligence now amplifying concerns about media integrity and democratic processes, experts warn.

The issue was explored in depth during the fifth episode of the “Confrontation Podcast” series, which examines media integrity and democracy in Kosovo. The discussion featured Getoarbë Mulliqi, director of the Association of Kosovo Journalists (AGK), and Festim Rizanaj, researcher at the HIBRID platform, who shared insights about the evolving landscape of election-related misinformation.

Mulliqi explained that AGK has broadened its mission beyond protecting journalists to safeguarding freedom of expression and information integrity through training programs and partnerships with fact-checking organizations.

“Journalists have been prepared to debunk disinformation, but the main problem is the lack of media education among citizens,” she noted, pointing to a critical gap in Kosovo’s education system that leaves the public vulnerable to manipulation.

A particular concern highlighted during the discussion was the proliferation of temporary news portals that appear specifically during election seasons. These outlets often lack journalistic standards and contribute significantly to the spread of false information when voters are making crucial decisions.

Rizanaj described how social media has fundamentally altered the information ecosystem, creating what he called an “information fog” that diminishes the authority of professional journalism.

“Today, most people get their information through social media, where all kinds of information circulates, including misinformation,” Rizanaj told Telegrafit editor-in-chief Muhamet Hajrullahu during the podcast.

The HIBRID researcher detailed how election campaigns now typically see hundreds of new social media pages and accounts emerge, distributing various forms of misleading content. These include outdated statements presented as current, manipulated images, and increasingly, AI-generated videos.

“Recently, we also have videos created with artificial intelligence, which imitate Kosovar media interviews to give legitimacy to false content,” he explained, highlighting a disturbing trend that makes distinguishing authentic content increasingly difficult for average citizens.

The discussion also addressed foreign influence in Kosovo’s information space. Rizanaj presented findings from recent HIBRID.info research that traced how Russian state media narratives filter into Kosovo through Serbian channels.

“Russia Today and Sputnik’s narratives in Serbian are amplified by tabloids in Serbia and reach the Serbian community in Kosovo,” he said. These narratives often portray the Serbian List as the only viable political option for Kosovo Serbs while depicting Kosovo’s institutions and leadership as existential threats to the Serbian community.

This foreign-influenced disinformation adds another layer of complexity to an already challenging information environment during election periods, potentially exacerbating ethnic tensions and complicating democratic processes.

Both experts emphasized that fact-checking alone cannot solve the problem. They advocated for a more comprehensive approach centered on media education.

“We don’t have a magic wand to solve the problem, but media education must be institutionalized,” said Mulliqi, calling for systematic changes to how Kosovars learn to evaluate information.

Rizanaj stressed the importance of guiding the public toward credible sources. “Serious media have teams, sources, and verification. Social media pages with the suffixes ‘info’ or ‘newspaper’ are not necessarily media,” he cautioned.

The discussion concluded with a call for stronger collaboration between traditional media outlets, civil society organizations, and fact-checking platforms to protect information integrity during election cycles. Such partnerships could create a more resilient media ecosystem better equipped to withstand both domestic and foreign disinformation campaigns.

The “Confrontation Podcast” series represents an ongoing effort to stimulate public debate about media’s role in Kosovo’s democratic development, addressing the challenges of maintaining credibility in an increasingly complex information landscape.