In a commentary, SMU Vice President (Partnerships and Engagement) and Lee Kong Chian Professor of Communication & Technology Lim Sun Sun warned that increasingly powerful and accessible AI tools are making misinformation and disinformation more lifelike, placing consumers at a growing disadvantage. She noted that while AI enables misinformation and deepfakes to be generated quickly and cheaply, detecting them requires far more costly and complex systems. Prof Lim opined that tech companies must pursue credible solutions, potentially through policy innovations that rethink existing business models, even as geopolitical tensions hinder prosocial approaches. She added that consumers can help restore a healthier information environment by demanding more responsible design and exercising greater discernment.