Gartner Predicts 50 Of Enterprises Will Invest In Disinformation

Jason Crawforth is the Founder and CEO of Swear.com, a company working to restore confidence in digital media authenticity. As GenAI tools surge in accessibility and sophistication, a new era of cyber risk is emerging—one not defined by ransomware or phishing but by synthetic realities. In its Top Strategic Technology Trends for 2025, Gartner Inc. named disinformation security as a critical discipline. This recognizes the profound impact AI-generated falsehoods could have on organizations across sectors. The message is clear: Disinformation is not a future concern but an urgent, evolving threat.

Disinformation, the intentional spread of false or manipulated content, has evolved from a geopolitical tactic into a systemic risk for enterprises. Today, anyone with access to GenAI can fabricate hyperrealistic video, audio or images. Deepfakes and synthetic voice clones are now attack vectors. According to Gartner, while only 5% of enterprises had implemented disinformation safeguards as of 2024, that number is expected to rise to 50% by 2028. This growth underscores the fact that digital trust is becoming a cornerstone of operational resilience. Organizations must now view content authenticity as seriously as they do malware detection or video surveillance.

Disinformation presents risks that span reputational, legal and operational domains: What factors are driving enterprises to invest in disinformation security in light of Gartners warning? How have recent high-profile incidents of disinformation impacted enterprises views on the importance of investing in security measures? What specific strategies or technologies are recommended by Gartner for enterprises looking to protect themselves against disinformation threats in the coming years? When they Tweet, their Tweets will show up here. Gartner’s 2025 insights underscore why defending against disinformation is now a boardroom priority.

As AI-driven deepfakes and narrative attacks rise, Fortune 500 leaders are treating “disinformation security” as a critical component of modern cybersecurity strategy. In 2025, disinformation has leapfrogged from a fringe IT problem to a core business risk that demands board-level attention. The reason is simple: malicious falsehoods can inflict real-world damage on a company’s reputation, stock value, and security posture. Corporate disinformation campaigns are estimated to cost the global economy $78 billion annually, and the World Economic Forum warns that AI-driven misinformation is now the “biggest short-term threat” to the global economy. High-profile incidents – from deepfake videos of CEOs to fake news driving stock crashes – have made it clear that false information can be as damaging as a data breach. As a result, executives are asking not just “How secure are our networks?” but also “Can we trust the information we see and share?”

Gartner’s 2025 Executive Briefing on Disinformation Security drives home this point: it identifies disinformation security as an emerging pillar of enterprise cybersecurity strategy. In fact, Gartner analysts predict that by the late 2020s, roughly 50% of enterprises will have invested in disinformation defense tools, up from less than 5% in 2024. This dramatic shift– from virtually zero adoption to half of all companies in just a few years– underlines how quickly the issue has risen to prominence. Simply put, defending against “fake news” and coordinated misinformation is no longer just a PR concern; it’s a C-suite and boardroom concern integral to protecting business value and trust. Effectively combatting disinformation requires a new toolkit of technologies and practices. There is no single silver-bullet solution, so organizations are adopting a suite of tools aimed at authenticating content and detecting manipulations.

Key technologies in the disinformation security arsenal include: Crucially, Gartner emphasizes that disinformation security is not a single technology, but a strategy that spans multiple tools and functions. Organizations should evaluate where their current systems are vulnerable to disinformation (from email channels to social media presence) and layer in the appropriate defenses – whether that’s deploying deepfake detection in videoconferences or implementing... In short, combating disinformation is a holistic effort to “ensure information is accurate, verify authenticity, prevent impersonation and monitor the spread of harmful content.” In writing #WorldWithoutTruth, I and my coauthors Dave Aron and Richard Hunter extrapolated many current #disinformation trends and made predictions about how quickly they'd escalate. Since publishing the book in September, a wave of events seems to be validating our premonitions.

To name a few: - Anthropic disrupted the first state-sponsored AI-agent-based espionage ring, built using its LLM Claude, proving the viability of AI agents for large-scale #IndustrialDisinformation operations (https://lnkd.in/eruWbytW). - Cyabra revealed how Cracker Barrel’s branding crisis was significantly amplified by a coordinated network of fake profiles, resulting in a "$100 million logo crisis" (https://lnkd.in/emjkVyWN). - The AI Incident Database reported a surge in deepfake-based scams and financial crimes, including large-scale networks using synthetic media for investment fraud (notably the "Quantum AI" scam), celebrity endorsement fakes, and impersonation of... (https://lnkd.in/eyb2_DJN). Meanwhile, on the regulatory side: - First Google, then Meta, avoided antitrust breakups sought by the FTC, assuring their AI platforms would have unfettered access to intimate prompt data that Meta has acknowledged it... - The EU revealed it would delay and/or scale back regulatory efforts to oversee the deployment of AI through the AI Act and Digital Markets Act (https://lnkd.in/e3YUDiUP).

All this and more suggest that our recent prediction, that 50% of Enterprises Will Invest in Disinformation Security and TrustOps by 2027, is on-track. Read about it here: https://lnkd.in/exg-QiVB #MDM #TrustOps #AI #deepfake #NarrativeIntelligence Thanks for mentioning us Andrew Frank! 👏🏼👏🏼👏🏼

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