Misfluencers, the Human Agents Behind AI-Driven Infodemics.

Abstract

This article explores the intricate dynamics of "misfluencers," a term we defined to describe opinion leaders who disseminate misinformation in health communication. The advent of artificial intelligence (AI) in communication technology has exponentially magnified the reach and influence of these misfluencers, thereby posing significant challenges. The phenomenon of infodemics, characterized by information voids, misinformation, and disinformation, is largely propelled by these misfluencers. Potential threats associated with AI, such as the generation of prejudiced models and the swift propagation of misinformation, have raised global concerns for health communication. In addition to this, the accessibility of these technologies to both opinion leaders and misfluencers implies that the dissemination of misinformation has a global impact. However, the evolution of "Health Communication AI" as a distinct field offers a promising solution. This innovative field amalgamates the credibility of influential opinion leaders with the power of AI to deliver timely and pertinent health information. This article provides an exploration of these challenges and potential solutions, offering valuable insights into the complex interplay between AI, misfluencers, and health communication.