How newsrooms are defending trust against deepfakes

AI is no longer limited to summarising content or recommending articles; it is increasingly becoming part of the integrity layer that helps distinguish what is real from what is manipulated or fake.

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For Ninad Raje, Group CIO at the Times Group, the Guidelines act as a necessary check on what he describes as AI “going out of the roof.” In newsrooms, AI has already delivered clear benefits: analytics are faster, insights are deeper, and teams can finally use data at scale to understand audiences, content performance, and operational efficiency—capabilities that were difficult to achieve even a few years ago. At the same time, these very advances have also accelerated the creation of deepfakes and synthetic media, bringing governance conc