Algorithms & Authenticity – Navigating Ethics in Modern Communication

In a media environment powered by clicks, likes, and shares, algorithms have more control than we’d like to admit. From the content that fills our feeds to the ads we see, these invisible systems shape public opinion and personal behavior. That’s why understanding how they work - and the ethical implications of using them - is essential for modern communicators.

The challenge is compounded by the rise of AI-generated content and deepfakes. These technologies can create images, videos, and even entire articles that appear real but are entirely fabricated. This poses serious threats to credibility and trust. A 2025 study examines how generative AI tools used in online communication, referred to as AI-Mediated Communication (AI-MC), affect epistemic trust, especially on social media. The authors argue that AI-MC creates a dilemma: either we maintain normal levels of trust and risk being gullible when skepticism is warranted, or we adopt general distrust and risk unfairly dismissing credible communicators, leading to epistemic injustice. Backed by empirical research, the study highlights how AI-MC can distort perceptions of authenticity, expertise, and sincerity, posing serious challenges to interpersonal trust and the integrity of digital epistemic environments (Sahebi & Formosa, 2025). For communicators, the burden of proof is higher than ever. They must not only verify sources but also understand the technology behind the deception.

Ethics training now extends beyond journalistic integrity. It must include discussions around transparency in content creation, disclosing AI use, respecting audience privacy, and being vigilant about unconscious bias—both human and algorithmic. The trust economy is fragile, and once lost, it’s hard to regain.

Take a look at this AI deepfake demo from MIT. It’s a striking reminder that anyone can be made to say anything. In such a world, authenticity becomes a communicator’s most powerful asset—and most necessary defense.

https://detectfakes.kellogg.northwestern.edu/

-Cristine

Reference:

Sahebi, S., & Formosa, P. (2025). The AI-Mediated Communication Dilemma: Epistemic Trust, social media, and the challenge of Generative Artificial Intelligence. Synthese, 205(3). https://doi.org/10.1007/s11229-025-04963-2