With recent AI tools such as Deepfakes and OpenAI/GPTn it is possible to automate the fabrication of complex digital content on a large scale and to create large numbers of convincing bots that can convincingly mimic human behaviour, e.g. posting product reviews, engaging in political and societal discourse, acting as influencers, interacting with followers etc.
The consequences are a fundamental threat to European society and business. While the issue of disinformation is already being addressed on multiple levels (including an EU HLEG in 2016/17 and various content marking standardisation efforts), the additional dimension of an automation of the fabrication of disinformation has not yet been acted on.
Most countermeasures to address this fundamental challenge require standards, e.g. standards for tracing information back to its source or creator, standards for bot-resistant pseudonymous identities, standards or protocols for assigning and tracking trust etc.