The rapid rise of artificial intelligence (AI) has led to a significant erosion of trust in online information, as users increasingly encounter a deluge of AI-generated content that often lacks authenticity. In a commentary published on February 25, 2026, Gautam Mukunda of Bloomberg Opinion highlights how this phenomenon is changing the way people perceive information and institutions. The shift towards generative AI has resulted in a landscape where credible reviews and expert opinions are often obscured by a wave of plausible but misleading information.
Once, trust in information sources was rooted in established institutions. Individuals relied on authoritative figures such as doctors or consumer advocates. Today, however, choices often hinge on the ratings of strangers, with a 4.7-star review from 2,300 users being a common reference point for decision-making. Yet, Mukunda suggests that this reliance has become problematic as the internet increasingly fosters an environment where authentic content is buried beneath a mountain of AI-generated fictions.
According to a Graphite study, before the emergence of ChatGPT, only about 5% of English-language articles were primarily AI-generated. By late 2024, that number skyrocketed to over 50%. A subsequent analysis from Ahrefs indicated that in April 2025, 74% of newly created web pages contained AI-generated material. This shift is not merely about the quality of content; it represents a radical change in production costs, where generating text requires little more than a prompt.
The implications of this surge in AI-generated content are profound. Rather than providing clarity and assistance, many AI-written articles propagate falsehoods. This trend results from generative AI’s capacity to produce convincing narratives at scale and low cost, making it easier than ever to spread misinformation across diverse subjects, from product reviews to political discourse.
This growing skepticism toward online information leads many to conduct their own research or consult multiple sources. While this strategy may work for those with existing expertise, it remains unfeasible for the average consumer, such as someone shopping for a stroller. In these instances, individuals depend on the judgment of real reviewers who offer credible insights rather than the persuasive but potentially deceptive narratives generated by AI.
For a time, the internet’s distributed model of trust—exemplified by Amazon reviews and TikTok influencers—appeared to challenge the authority of traditional institutions. However, Mukunda warns that as the ability to fabricate convincing content becomes more widespread, the risk of falling prey to misinformation increases. Institutions that once served as reliable sources of information have been met with skepticism, especially when the prevalence of AI-generated content threatens to drown genuine insights in a sea of insincerity.
Research in psychology has demonstrated that mere repetition of claims can lead to the “illusory truth effect,” where familiar assertions are perceived as true, even when individuals know they are false. The implications of this effect are exacerbated in an era of AI, where repetitive narratives can easily distort perceptions of credibility.
As the landscape of information evolves, Mukunda predicts a recentralization of trust. People are likely to gravitate back toward recognizable institutions, reputable authors, and visible editorial processes. Individuals with established credibility, whether journalists or trusted influencers, will gain renewed importance in providing trustworthy information.
Authenticity emerges as the cornerstone of this renewed trust. Consumers will increasingly seek assurance that real people are behind the information they consume. While today’s influencers appear genuine, the advancement of AI-generated visuals poses a threat to this perception, further complicating the quest for authenticity.
Institutions that underestimate the importance of credibility may find themselves at a strategic disadvantage. Building trust takes time and requires a commitment to editorial standards and accountability. The institutions that will thrive in this evolving landscape are those that invest in credibility now, preparing for a future where market demands shift back towards verified information sources.
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