Discover how false information impacts society with insights from the University of Southampton, a key contributor to the UK's AI strategy and research landscape.
We're surrounded by more information than at any other time in history. Social media platforms, news websites, streaming platforms and messaging apps allow us to access information instantly.
However, the same digital systems that help us stay connected also make it much easier for false information to spread quickly. Some of these systems are powered by artificial intelligence (AI), which can influence what content we see and how it reaches us.
Two common terms that often come up are misinformation and disinformation. Although they sound similar, the intentions behind them are very different. Understanding this difference is especially important today because AI can now create content that appears convincing and authentic.
What is misinformation?
Misinformation is false or misleading information that is shared by accident. The person sharing it believes it is true. There is no intention to deceive anyone.
For example, someone may share a news story about a celebrity’s death and believe it is real. If you check verified news sources and find out the celebrity is alive, that story would be misinformation.
Misinformation can also happen when real content is taken out of context. A photograph from a past event may be used to comment on a current situation, leading people to believe it is recent.
Social media algorithms can unintentionally promote misinformation. These systems often highlight posts that receive strong emotional reactions, even when the information is incorrect. Because it only takes one click to share, misinformation can spread very quickly.
What is disinformation?
Disinformation is false information that is shared deliberately. The goal is to influence, deceive or manipulate others.
This can include fake news articles, edited videos, false quotes or conspiracy theories that aim to change how people think or behave. During elections, for example, disinformation campaigns may seek to influence voters or damage reputations.
Some disinformation is now created using artificial intelligence tools. Examples include:
- Deepfake videos that make someone appear to say or do something they never did
- AI generated articles that look like real journalism but are entirely fabricated
- Automated accounts that repeatedly post the same message to make certain ideas appear more popular
Disinformation can have real consequences. It can shape public opinion, fuel division and influence major political, social or international decisions.
Why the difference matters
The difference between misinformation and disinformation is the person’s intention.
- Misinformation is false information shared accidentally.
- Disinformation is false information shared deliberately.
Both can cause harm, especially when related to health, politics or emergencies. And as artificial intelligence becomes more capable, it is becoming harder to tell what is real and what is artificially created.
How AI affects misinformation and disinformation
Artificial intelligence plays two important roles in the spread of false information.
AI can accelerate false information by creating realistic images, texts and videos, personalising messages for audiences and amplifying attention-grabbing content.
AI can also help identify false information by detecting manipulated images and deepfakes, recognising suspicious posting patterns and supporting fact-checking faster than humans can.
At the University of Southampton, researchers in the Web Science Institute are studying how digital technologies influence public opinion and behaviour. This research contributes to responsible AI development and supports efforts to promote trustworthy information online.
What you can do to protect yourself and others
You can help reduce the spread of misinformation by taking small, thoughtful steps.
- Think before you share. Ask where the information came from.
- Check facts using trusted and balanced sources.
- Snopes is a useful resource for quickly investigating claims.
- The Reuters Fact Check tool is also a reliable reference.
- Be cautious of headlines or stories that seem shocking, emotional or too good to be true.
- Talk to friends and family about how to spot misinformation.
- Test your awareness. The University of Cambridge has created a 20 point MIST test that measures how likely you are to believe misinformation.
An Artificial Intelligence master’s degree: the path to a safer digital future
Understanding misinformation and disinformation is a key part of being an informed digital citizen. If you're interested in playing a more active role in shaping how AI influences society, our online MA Artificial Intelligence courses can help.
Designed for professionals from non technical backgrounds, these courses explore responsible AI, machine learning and AI in social and policy contexts. With input from the Web Science Institute, you'll learn how digital tools shape public behaviour and decision making.
This knowledge can help you use AI responsibly in your day to day work and contribute to a more informed, resilient and thoughtful digital society.
Explore MA Artificial Intelligence courses
