The World After Truth: Who Manages Trust Online

The World After Truth: Who Manages Trust Online

A New Age of Digital Mistrust

In 2025, social media ceased to be a mirror of reality—it became a filter. Photos, videos, and even live streams can now be generated entirely by artificial intelligence. This has triggered one of the deepest crises of trust in the history of the internet. The question of today is pressing: if everything can be fake, why do we need social media at all?

How the world lost confidence in reality

Over the past two years, the volume of AI-generated content has grown by more than 900% (Data.ai). Thanks to video generation and voice synthesis technologies, even a single user, even without production skills, can create convincing illusions of "truth."

The problem lies not with AI itself, but with perception: when people can no longer distinguish the real from the artificial, they stop believing even real facts. Marketers, politicians, and opinion leaders find themselves in a situation where "truth" requires evidence-based defense.

The World After Truth: Who Manages Trust Online

Algorithms, emotions and the disappearance of authenticity

Social media was historically built for connection, but algorithms monetize attention, not trust. Therefore, platforms profitably reward content that evokes strong emotions. Paradoxically, the most viral posts are the most emotional, but often the most unreliable.
In the age of neural networks, this cycle has intensified. The deeper the simulation, the greater the emotional response. This means higher engagement and revenue for the platforms—and a lower collective sense of reality.

Why do humans still need networks?

And here comes the key turning point. Despite fatigue and cynicism, users are not abandoning social media. The reason is simple: the human desire for connection is stronger than the fear of deception.
However, social media is now becoming more of a space for self-positioning than for communication. For many, it's the digital equivalent of a business card, a means of building a personal brand—especially in business and the creative industries.

What companies do

Industry leaders are reacting differently.

Meta is testing "AI-generated" labels, akin to ad labeling.

LinkedIn introduces new algorithms for verifying the authenticity of images and text.

TikTok is partnering with OpenAI on an initiative to transparently label synthetic materials.

But even these measures don't solve the fundamental problem of trust, Gartner analysts note: the token can be counterfeited, and "artificial content" has already become part of popular culture.

Strategies for psychological resilience in a world of fake news
Professionals—investors, thought leaders, and entrepreneurs—are forced to develop new principles of digital sustainability.

Critical thinking is a 21st-century skill. Every leader must be able to verify information and teach this skill to their team.

Reputation is more important than reach. In the new attention cycle, transparency and verifiability are valued over hype.

Artificial intelligence should complement, not replace, reality. Companies using AI to enhance their brands must demonstrate responsibility and transparency.

The Trust Economy: The New Currency of the Digital Age

McKinsey estimates that the "trust economy" will be worth $2.4 trillion by 2027. Companies that can build long-term trust in an information-saturated environment will gain a competitive advantage akin to the energy resource of the 20th century.
The year 2025 marked the moment when humanity truly realized for the first time that the boundaries between the artificial and the real are blurring. To survive in a world of fakes, we must relearn how to be sincere—in words, decisions, brands, and business.
Written by Ethan Blake
Independent researcher, fintech consultant, and market analyst.

October 23, 2025

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