The rise of artificial intelligence has led to the creation of convincing images, videos, and recordings that can be fabricated, raising questions about the nature of truth and trust in East Africa. This technology has made it possible to generate content that appears to show people saying and doing things they never did. As a result, the region faces a fundamental challenge: can we still trust what we see and hear? The implications of this technology go beyond the realm of tech, affecting how societies establish truth and trust.
Misinformation has always existed, but generative AI has changed the game by increasing the speed, scale, and sophistication of false content creation. Previously, misinformation might involve taking a genuine photo or video out of context, but now the event itself can be fabricated. This shift raises questions about the accuracy of information and whether it actually happened. In East Africa, where digital platforms shape public conversation, the consequences of this technology could be significant.
Deepfakes are often framed as a technology problem, but they are equally a human trust problem. A video may arrive through a family WhatsApp group or be reposted by a friend, influencing whether we believe it. False information can travel faster than institutions can verify it, and by the time a newsroom or public institution establishes that something is fabricated, thousands of people may already have seen and shared it. This highlights the tension between speed and verification in the digital age.
Journalism faces a new trust test in the era of deepfakes, as newsrooms must increasingly verify the authenticity of photographs, videos, and recordings. This creates a difficult tension between the need for immediate information and the time required for verification. Audiences expect news immediately, but verification takes time, and a newsroom that moves too quickly risks publishing fabricated content and damaging trust.
The threat of deepfakes goes beyond politics and media, affecting businesses and public institutions as well. A finance officer may receive a voice note that sounds exactly like the chief executive authorising an urgent payment, or a fabricated video may appear to show a company leader announcing a closure or product recall. Governments and public institutions face similar risks, particularly during elections, emergencies, or periods of social tension.
Perhaps the greatest threat of deepfakes is not that people will believe every fake, but that they may begin believing nothing. As awareness of AI manipulation grows, genuine evidence can be dismissed as fabricated, and authentic recordings, photographs, and videos can be disputed. This creates an environment in which truth itself becomes negotiable, deepening divisions and causing people to retreat further towards information from individuals and communities that reinforce what they already believe.
East Africa's response to deepfakes cannot rely on fact-checkers alone; a multifaceted approach is needed. Media organisations need stronger verification systems, businesses and public institutions need protocols for authenticating sensitive communications, and technology platforms must identify manipulated content. Citizens also have a role to play: questioning before sharing, checking the source, and not treating virality as proof of truth. The Trust Summit 2026, taking place in Nairobi from 21-23 October 2026, will address these issues and explore ways to establish trust in the deepfake era.
Key points
- The rise of deepfakes has raised concerns about trust and verification in East Africa.
- Deepfakes are a human trust problem as much as a technology problem.
- A multifaceted approach is needed to address the challenges posed by deepfakes in East Africa.
