As AI technology advances and becomes more accessible to the public, the concept of data provenance is poised to take center stage. While the creation of convincing deep fakes in video and image formats is one major concern, the ability of AI to impersonate individuals online and generate massive amounts of content raises even greater issues. Consumers are becoming increasingly aware of these challenges and the need to distinguish between AI-generated and human-generated content.

This session will explore how generative AI allows a small group of individuals to simulate widespread engagement on social media platforms, a practice known as "AI astroturfing." Such practices threaten the very fabric of human discourse on these platforms, making it crucial for users to recognize and reject AI-driven content. We will examine the potential for human users to demand proper curation and certification of human-generated content over the next 12 months.

The session will also address the heightened difficulty in moderating AI-generated content and the potential shift towards closed and paywalled platforms as a means of maintaining content integrity. As the landscape of social media evolves, data provenance will become an invaluable tool for ensuring trust and authenticity in digital interactions.