Generative AI (genAI) and misinformation are on a collision course headed straight for social media this year. Social media platforms’ insufficient protections—coupled with a surge in political marketing and the changing nature of news—will exacerbate an already fraught environment and pose major brand safety problems.

Key Question: How big is the risk of political content and misinformation for brands and social platforms in 2024?

Key Stat: Close to two-thirds (64%) of US internet users said disinformation and fake news are most widespread on social media feeds—a significantly higher figure than for any other source—according to a September 2023 survey from the United Nations Educational, Scientific and Cultural Organization (UNESCO) and Ipsos.