The Saudi Data and AI Authority (SDAIA) and the Communications, Space and Technology Commission (CST) have started a public awareness campaign called “It's AI” focused on the dangers of deepfakes produced with artificial intelligence. Its goal is to help members of the public handle digital content with care, including fabricated clips that can look real and spread misleading information.

Running alongside the Year of Artificial Intelligence 2026, the campaign seeks to help people protect their personal data and build the habit of checking content before they believe, post or share it. Tools that generate images, video and audio are advancing quickly and can mimic people's faces and voices so convincingly that watching or listening is no longer enough to judge whether something is genuine.

The campaign explains the different forms deepfakes can take and the harm they can cause, such as misinformation, fraud, impersonation and damage to people's reputations. It offers practical tips on safeguarding one's image, voice and personal data, spotting signs that content has been tampered with, and going back to original, reliable sources to confirm what a clip shows and its context.

It also urges people not to treat a circulating video as proof simply because someone appears or is heard in it, and not to rush to repost sensational material or draw conclusions from it, since passing on unchecked content can widen the reach of misleading claims.

The initiative forms part of the two bodies' work to raise public awareness of safe and responsible AI use and to promote verification and critical thinking as the first line of defense against deepfake risks, helping to build a safe and trustworthy digital environment.