SDAIA and CST Launch the “Its AI” Campaign to Rise Awareness in fake clips and Deepfake Risks

The Saudi Data and Artificial Intelligence Authority (SDAIA) and the Communications, Space and Technology Commission (CST) have launched an awareness campaign titled “Its AI” to raise awareness of the risks associated with AI-powered deepfake technologies and enhance public awareness of how to navigate digital content responsibly.

The campaign highlights the growing prevalence of fake videos and other fabricated content that may appear authentic, potentially leading to the spread of misinformation that can negatively impact society.

Launched in coincidence with the Year of Artificial Intelligence 2026, the campaign aims to enable individuals to protect their personal data and strengthen their ability to verify digital content before believing, publishing, or sharing it.

This comes amid rapid developments in technologies capable of generating images, videos, and audio recordings that closely replicate individuals’ appearances and voices, making it increasingly difficult to determine authenticity through sight or sound alone.

The campaign introduces the concept of Deepfakes in their various forms and highlights associated risks, including the spread of misinformation, fraud, identity theft, and reputational damage.

It also provides practical guidance on protecting individuals’ visual and voice identities and personal data, recognizing signs of content manipulation, and checking original and trusted sources to verify the authenticity of digital content.

The campaign emphasizes that viral videos should not be treated as conclusive evidence simply because an individual appears in them or their voice can be heard.

It also encourages individuals to avoid hastily sharing controversial content, as sharing content without verifying its authenticity may contribute to the spread of misinformation and reinforce false narratives.

The campaign is part of SDAIA’s and CST’s ongoing efforts to promote public awareness of the safe and responsible use of AI tools and foster a culture of verification and critical thinking as the first line of defense against deepfake risks, contributing to a safer and more reliable digital environment.

For more information:

Deepfake Awareness