AI labels were supposed to help users spot fakes. Here’s why they’re failing

The Emily Hart case shows the gap between what platforms say about AI transparency and what users actually see in their feeds.

[Images: Adobe Stock]

Pete Pachal is a journalist and the creator of Media Copilot, a newsletter and podcast that examines how AI is changing media, journalism, and the news.

Fake accounts have been around as long as social media. So when it was recently revealed that a “hot girl” MAGA personality named Emily Hart was actually a 22-year-old male medical student in India, it might have seemed a little mundane. Just another catfisher, another sock puppet, another scammer—the internet is full of them.

Except this one had photos. And videos. And thousands of followers across multiple networks with some posts getting millions of views. Emily........

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