The Philippines is experiencing a rise in AI-driven disinformation, which uses deepfake videos and AI-manipulated images to spread misinformation. By 2024, up to 12% of fact-checked articles published by Rappler involved fake images, videos, and audio created using artificial intelligence. Most of these were about health.
Popular personalities such as news anchors, medical professionals, politicians, and celebrities are among the main targets of AI-driven disinformation. Dr. Willie Ong, a senatorial candidate, has been named as a victim of AI-generated materials containing false information about him endorsing health products. Also, prominent journalists like Maria Ressa and Jessica Soho are sources of fake videos using AI.
Even President Ferdinand Marcos Jr. was not spared from this kind of disinformation, where a deepfake video went viral showing him using illegal drugs. The victims of AI manipulation also include political figures and celebrities such as Taylor Swift, Cristiano Ronaldo, and Jessy Mendiola.
Combating AI-generated content is a big challenge for fact-checkers. While there are tools to help, they are often expensive and not very accurate. Journalists often spend time tracking down the source of misinformation and getting statements from affected people.
As the 2025 midterm elections approach, AI-driven disinformation is expected to increase. In response, the Comelec has released guidelines for candidates' use of social media and the use of AI in their campaigns. They strictly prohibit the use of AI to spread misinformation during elections.
