The seven roles of generative AI: Potential & pitfalls in combatting misinformation

Misinformation can shape beliefs and undermine democracy, making effective mitigation essential. Generative AI (gen AI) presents risks and opportunities in this space—it can generate dubious content but also detect and counter misinformation at scale. AI’s ability to support and persuade people, facilitate discourse, and enhance media literacy underscores its potential. However, risks such as hallucinations, bias reinforcement, and manipulation highlight the need for responsible implementation. In this paper, we explore gen AI’s role as an informer, guardian, persuader, integrator, collaborator, teacher, and playmaker, examining strengths, weaknesses, opportunities, and threats via strengths, weaknesses, opportunities, and threats (SWOT) analysis. For policymakers and technology leaders, we highlight the importance of regulations, transparency, human oversight, and AI literacy to ensure that gen AI can serve as a tool for truth rather than deception.