As societies grow increasingly reliant on online platforms for news and information, the line between fact and fiction is becoming dangerously blurred. Disinformation—false information spread deliberately to mislead—has evolved from a sporadic nuisance into a sophisticated weapon, particularly during pivotal moments such as elections. Yet, its reach extends far beyond politics.

A recent incident illustrates the gravity of the problem. As Hurricane Milton swept across the Atlantic, social media was flooded with AI-generated images and conspiracy theories that distorted the reality of the storm’s impact.

Users were inundated with fabricated content, from exaggerated storm visuals to baseless claims of government interference. The BBC and other outlets reported on the confusion caused by these digital distortions, highlighting the ease with which disinformation spreads, even during critical times of public safety.

These episodes are not isolated. They serve as stark reminders of how quickly and efficiently falsehoods can permeate the online world, often emanating from seemingly credible sources. A particularly alarming case emerged last year when Debunk.org, a disinformation analysis center, uncovered the existence of a fictitious journalist, Marina Sovina.

Over the course of a year, this fabricated persona—created by Russian state actors—was responsible for publishing an astounding 38,000 articles, many related to the conflict in Ukraine. The deception was uncovered only after “Sovina” had already sown considerable discord and confusion, showcasing the scale and sophistication of modern disinformation campaigns.

Disinformation arms race

As disinformation becomes more prevalent, the tools for spreading it have also advanced. Artificial intelligence, once hailed as a revolutionary force for good, is now being weaponized to craft convincing fake images, videos, and narratives that are difficult to distinguish from reality. Vaidotas Šedys, Head of Risk Management at Oxylabs, a web intelligence company, warns that AI’s potential to generate and disseminate disinformation at scale is particularly concerning.

 “AI can produce an overwhelming volume of false content, while also making it increasingly difficult for people to trust the information they encounter online,” he explains. “Even when AI-generated fabrications are debunked, the mere presence of such content erodes public trust in all media, creating a climate of suspicion and uncertainty.”

Given the scale of the problem, the question arises: how can societies combat disinformation in a world where AI and digital platforms enable its rapid proliferation? For Šedys, the answer lies in technology itself. Web scraping—a method of extracting data from websites—can be a crucial tool in the fight against online falsehoods.

By collecting and analyzing vast amounts of data, web scraping enables organizations to identify disinformation trends, track the spread of misleading content, and expose the actors behind these campaigns.

Oxylabs’ “Project 4β” is one such initiative aiming to counter disinformation. In collaboration with Debunk.org, the project provides tools that help organizations sift through the vast oceans of data online, enabling faster and more effective fact-checking.

The use of advanced scraper APIs and proxy networks allows disinformation analysts to stay ahead of malign actors, gathering valuable insights that can debunk false narratives before they gain widespread traction.

Defending democracies

The implications of unchecked disinformation are especially dire for democracies, where public trust is a cornerstone of the political system. Viktoras Dauksas, Head of Debunk.org, points to the growing threat of foreign information manipulation and interference (FIMI), particularly by authoritarian regimes. “These regimes are not just attempting to influence elections or public opinion—they are actively trying to destabilize democratic systems,” he notes.

The case of Marina Sovina is just one example of how state-sponsored disinformation campaigns can be used to manipulate narratives and undermine trust in democratic institutions.

But while the challenge is formidable, there are solutions. Dauksas argues that partnerships between governments, non-profit organizations, and private-sector technology firms will be crucial in the coming years. “There is simply too much data for human analysts to process manually,” he says. “NGOs and other organizations fighting disinformation need access to the latest technological tools in order to keep pace with those spreading falsehoods.”

Oxylabs’ collaboration with Debunk.org, through initiatives like “Project 4β,” is an example of the type of public-private partnership that can make a difference. By leveraging cutting-edge technologies, these organizations are enhancing their ability to detect and counter disinformation, ultimately fostering a more informed and resilient digital ecosystem.

Future of trust

As we look ahead, the fight against disinformation will require more than just technological solutions. It will demand a concerted effort across society—governments, civil society, and individuals alike must develop the critical thinking skills necessary to navigate a complex and often deceptive digital landscape.

As Dauksas of Debunk.org concludes, “Building a more truthful digital ecosystem will require not only better technologies but also greater collaboration and transparency across borders.”

The stakes are high. If disinformation continues to flourish unchecked, the consequences for public trust, democratic governance, and global stability could be severe. But with the right tools, partnerships, and strategies, there is hope that the tide of disinformation can be stemmed—before it undermines the very fabric of our digital world.