Navigating the social media market: AI and the challenge of fake news dissemination in the business environment

Research background: Social media plays a crucial role today in enhancing or limiting how fake news is spread. Whether devised by man or developed by artificial intelligence, it has the power to rapidly change consumers’ minds, encouraging them to adopt new behaviors, perceive situations differently, or even act in total opposition to what might be expected. The new dynamics of communication highlights the need for an organizational response adapted to new AI technologies and to the dissemination of fake news within social media networks. Purpose of this article: This paper aims to reveal, by means of bibliometric analysis and a systematic literature review, the generative capabilities of artificial intelligence in the creation and spread of fake news in the business environment, acknowledging the role of previous research in predicting accurately the constant developments in contemporary society. Methods: The analysis is based on a PRISMA flowchart to examine how artificial intelligence technologies contribute to the creation of fake news whilst also highlighting potential artificial intelligence regulations and standards for limiting the dissemination of false information. Initially, the database included over 3,400 highly cited articles retrieved from Scopus and Web of Science, published in the last years, from which a total of 203 were selected for inclusion in the analysis. The bibliometric analysis follows research directions related to detection methods and strategies, legislation and policies governing artificial intelligence technologies used in the creation and dissemination of fake news connected to the business environment. Fake news typologies relating to the advancement of artificial intelligence new technologies are also explored. Findings & value added: By analysing important phrases, including false information, misinformation, disinformation, mal-information, and deepfakes, this research investigates the categorization of fake news linked to the business environment and social media concepts. It underscores the need for better truth comprehension and the significance of fact-checking in preventing the spread of false information, with governance and institutional implications in terms of the economics of artificial intelligence-generated fake news in the social media market. While previous studies have examined the fake news phenomenon from several angles, there is still a research gap, as the literature concentrates more on how fake news is consumed rather than how it is created. This research aims to bridge the gap by providing a comprehensive examination of fake news research from the perspectives of fake news typology, creation, detection, and regulatory means.