DeepSeek and the AI Misinformation Battleground: What It Means for Global Brands

DeepSeek, a Chinese artificial intelligence (AI) company, has been making headlines as it positions itself as a formidable competitor to American AI giants such as OpenAI, Anthropic, and Google DeepMind. The company has garnered attention for its innovative AI capabilities and open-source approach, which challenge the dominance of Western AI models. 

The implications are significant. DeepSeek’s cost-efficient AI has already contributed to a staggering near $600 billion decline in Nvidia’s stock value, highlighting the shifting balance in the AI landscape. But beyond economics, its rise is also intensifying concerns about China’s technological supremacy in a world where AI is increasingly linked to both economic and military power.

In a world increasingly obsessed with speed and data processing, the implications of DeepSeek's emergence are significant. 

In Part 1 of Faqcheck’s deep dive into AI, we examine the risks companies face when leveraging Chinese AI technologies, emphasising the growing threat of misinformation and disinformation for brands, amidst the ongoing battle for tech dominance between the West and China.

The Weaponisation of Misinformation Against Chinese AI

The rise of faster and more affordable AI technology is intensifying fears regarding Chinese technological supremacy. DeepSeek's rapid ascent reinforces the narrative that China is not only catching up but may be surpassing the West in AI capabilities. 

In the ongoing battle for control over AI, misinformation and disinformation are being weaponised. Accusations of Chinese AI theft, ideological manipulation, and state-backed censorship are shaping global perceptions. For businesses, this means navigating a complex and often hostile information environment.

Given that AI is a critical driver of both economic and military power, some Western policymakers and media outlets are beginning to frame DeepSeek as a potential national security threat and risks to the safety of personal data.

Examining the cases of Huawei and TikTok, Faqcheck sees a pattern that could extend to other Chinese technology brands, potentially leading to significant policy shifts and bans, especially in Western countries. 

It’s an ongoing battle over content and control, over what is true or false - be it content from China or not. We've seen reports accusing China of secretly building military bases, and how swiftly China countered anti-Chinese narratives through bans and shutdowns.

Companies that invest in Chinese AI or related technologies must reassess how the prevailing narratives influenced by fear and misinformation regarding Chinese affiliations could impact their brand perception and the reception of their products and services. 

Misinformation, AI, and the Fight for Control

The ongoing scrutiny of Chinese tech firms stems from broader geopolitical tensions, where concerns about data security and national sovereignty have prompted many nations to take preemptive measures. 

What Deepseek has also fueled is the escalation of anti-Chinese rhetoric in politics and media, where US politicians or broadly, the West, argue that Chinese AI technology is the reason to push for AI “decoupling” from China. Right-wing media and nationalist voices may frame Chinese AI as a tool for espionage, misinformation, or ideological control. 

For instance, numerous countries have already implemented TikTok bans for government devices, reflecting a growing distrust towards Chinese-owned platforms due to fears of data misuse and espionage. Plus, the narratives that China is “stealing” or “copying” AI innovations could reinforce anti-Chinese stereotypes.  

China is often recognised as a leader in the production of counterfeit goods. However, the complexities of the global supply chain suggest that the issue extends beyond mere imitation by Chinese companies. 

Conversely, OpenAI suspects the Chinese have stolen or counterfeited their training data—an ironic stance, given OpenAI’s own track record of data appropriation.

For stakeholders investing in Chinese AI, Faqcheck is here to remind companies to be aware that the narratives surrounding AI theft are likely to dominate discussions, further diminishing any trust consumers may have in brands associated with China. This scepticism could raise concerns about partnerships with Chinese AI firms, potentially affecting smaller startups or new entrants eager to innovate in this space. 

Deepseek’s disruption of the market also opens up arguments amongst users about China’s brand of information control and censorship, which likely will impact brand perception of those using their services. Questions are likely going to be asked of whether Chinese-style controls will be applied to businesses and their products.  

It is common knowledge that internet users in China often encounter the “Great Firewall” and enter a completely separate internet ecosystem policed by armies of censors, where most major Western social media and search platforms are blocked. This heavily guarded ecosystem has already lent itself to speculation and false narratives, making critics question the transparency of information provided by Chinese AI.

Companies using Chinese AI or related technology will be subjected to the same scrutiny and suspicion, or even accusations of censorship, negatively affecting efforts to build trust amongst customers using their services and products. Even if DeepSeek is not involved, any AI-generated misinformation that originates from China could be blamed on it. 

What does this mean for your brand?

As these dynamics evolve, businesses have to be savvy when navigating the complexities of public perception and regulatory landscapes shaped by these fears. 

Understanding the implications of potential backlash against Chinese tech associations will be vital for maintaining brand integrity and consumer trust in a rapidly shifting market environment.

With Deepseek’s presence in the tech space, companies have to be more proactive to counter misinformation and disinformation threats. Those involved directly in developing AI need to use open-source AI models, as a way of building trust and counter espionage allegations.  

Businesses leveraging Chinese AI need to anticipate and address misinformation risks before they escalate. Strategic brand management and crisis preparedness are now essential to safeguard reputation and consumer trust..

Doing this by monitoring and responding with misinformation detection tools can help brands identify and counter disinformation campaigns in real-time.

Like in any good PR practice, collaboration with neutral third-party institutions such as universities or independent AI researchers can validate a company’s use of AI, be it from the West or China.

As AI competition heats up, disinformation will likely be weaponised against Chinese brands, making reputation management a critical priority. Speak to Faqcheck today about customised strategies will safeguard reputations and share your brand story with authenticity:

• Building Brand Trust: Foster credibility with engaging, fact-verified content.
• Accurate Content Assurance: Publish with confidence, knowing every piece is thoroughly verified.
• Misinformation Defense Training: Empower your team to effectively address and counter false information.
• Fake News Brand Monitoring: Stay ahead of misinformation with instant updates and our upcoming AI-driven tool.

Join us for Part 2 of Faqcheck’s analysis on how anti-Chinese sentiment can extend to other sectors.