“AI sees it”... a Saudi campaign to raise awareness of the dangers of deep fakes and misleading content

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In the face of the growing dangers of fake clips and images produced by artificial intelligence, the Saudi Data and Artificial Intelligence Authority (SDAIA) and the Communications, Space and Technology Commission launched an awareness campaign entitled (AI sees it), to inform society of the dangers of deep fakes, and to enhance awareness of ways to detect misleading content and verify its authenticity before believing it or circulating it.

The campaign, which coincides with the Year of Artificial Intelligence 2026, aims to enhance the ability of community members to protect their personal data, and to develop the skills of verifying content before believing, publishing or sharing it, especially with the great acceleration in the development of technologies for generating images, video clips and audio recordings, which have become capable of simulating people’s features and voices to a degree that makes it difficult to distinguish between real and fake content simply by watching or listening.

The campaign highlights the concept of deep fakes and its many forms, and the risks associated with it, including spreading misleading information, fraud, impersonation, and harming the reputation of individuals. It also presents a set of practical guidelines that help protect visual and audio identity and personal data, monitor signs that may reveal tampering with content, and verify its authenticity and context by referring to original and reliable sources.

The campaign stresses the need not to consider circulating clips as conclusive evidence of their authenticity simply because a person appears in them or hears his voice, with the importance of avoiding rushing to re-publish exciting content or taking positions based on it before verifying it, as circulating it without scrutiny may contribute to expanding the circle of misinformation and consolidating false information.

The campaign falls within the efforts of (Sdaya) and the Communications, Space and Technology Commission to enhance societal awareness of the safe and responsible use of artificial intelligence technologies, and to establish a culture of verification and critical thinking as the first line of defense against the dangers of deep fakes, in a way that supports building a safer and more reliable digital environment. (SPA)