Political Content and Social Media 2024

Navigating an Election Year in the Age of AI-Generated Misinformation and a New Era of News

Generative AI (genAI) and misinformation are on a collision course headed straight for social media this year. Social media platforms’ insufficient protections—coupled with a surge in political marketing and the changing nature of news—will exacerbate an already fraught environment and pose major brand safety problems.

Key Question: How big is the risk of political content and misinformation for brands and social platforms in 2024?

Key Stat: Close to two-thirds (64%) of US internet users said disinformation and fake news are most widespread on social media feeds—a significantly higher figure than for any other source—according to a September 2023 survey from the United Nations Educational, Scientific and Cultural Organization (UNESCO) and Ipsos.

Here’s what’s in the full report


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Table of Contents

  1. Executive Summary
  2. Social media will be at the center of the brand safety storm
  3. A new era of news is emerging
  1. AI will turbocharge mis- and disinformation
  2. Platform policies are outdated and insufficient
  3. What does this mean for marketers and platforms in 2024?
  1. Sources
  2. Media Gallery

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Jasmine Enberg


Minda Smiley
Senior Analyst, Social Media
Tracy Tang
Senior Researcher
Paul Verna
Principal Analyst

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