SDAIA and CST Launch ‘Its AI’ Campaign Against Deepfake Risks

The Saudi Data and AI Authority (SDAIA) and the Communications, Space and Technology Commission (CST) have launched a national awareness campaign titled “Its AI” to help the public recognize and respond to the risks posed by AI-generated deepfakes and fabricated digital content. Announced in Riyadh on October 15, 2026, and released through the Saudi Press Agency (SPA), the initiative coincides with the Year of Artificial Intelligence 2026 and seeks to strengthen public resilience against misinformation, fraud, and identity theft in an era when images, videos, and voices can be replicated with startling accuracy. The campaign arrives as generative technologies make it increasingly difficult for ordinary users to distinguish authentic recordings from synthetic ones by sight or sound alone. Have you ever paused to ask whether the viral clip on your screen is real, or whether it was engineered to manipulate your emotions and your trust?

The “Its AI” campaign is designed to enable individuals to protect their personal data and to verify digital content before believing, publishing, or sharing it. It introduces the concept of deepfakes in their various forms and explains associated risks, including the spread of misinformation, financial fraud, identity theft, and reputational damage. It also offers practical guidance on safeguarding visual and voice identities, spotting signs of manipulation, and checking original and trusted sources. The launch reflects a coordinated national approach to digital literacy, positioning verification and critical thinking as the first line of defense against the misuse of artificial intelligence. In a world where seeing is no longer believing, how prepared is the average internet user to tell fact from fabrication?

Context and Background

Why has Saudi Arabia chosen this moment to act on deepfake risks? The answer lies in the extraordinary pace of generative AI development. Over the past several years, tools capable of producing photorealistic images, convincing video, and cloned audio have moved from research laboratories into everyday consumer applications. What once required specialist expertise and expensive equipment can now be generated in minutes on a smartphone. This democratization of synthetic media carries enormous creative and economic potential, but it also creates new avenues for deception, extortion, and reputational harm. SDAIA and CST recognized that public awareness must keep pace with technical capability, and that a well-informed citizenry is the most durable safeguard against malicious use.

The campaign is explicitly timed to coincide with the Year of Artificial Intelligence 2026, a national designation that underscores the Kingdom’s commitment to responsible AI development. Saudi Arabia has invested heavily in artificial intelligence through Vision 2030, establishing SDAIA as the national data and AI authority and promoting ethical frameworks for AI governance. The “Its AI” initiative complements these structural efforts by addressing the human dimension: individual behavior, digital hygiene, and media literacy. Where regulation sets boundaries for institutions, awareness campaigns empower individuals. The two approaches reinforce one another, creating an ecosystem in which innovation can flourish without exposing society to avoidable risks.

Deepfakes are not a distant or hypothetical concern. They have already been used globally to impersonate executives in fraudulent transfers, to fabricate statements by public figures, and to create non-consensual content that harms individuals. The Kingdom’s proactive stance reflects a broader recognition that trust is the foundation of digital economies. Without confidence that information is authentic, citizens hesitate to transact online, engage with public services, or participate in digital discourse. By launching “Its AI,” SDAIA and CST are protecting not only individuals but also the integrity of the digital ecosystem on which Saudi Arabia’s economic diversification depends.

Key Details of the “Its AI” Campaign

What exactly does the campaign ask people to do differently? The core message is simple: do not treat viral videos as conclusive evidence based only on seeing someone in them or hearing their voice. The campaign urges individuals to avoid hastily sharing controversial content, because sharing without verification can accelerate the spread of misinformation and reinforce false narratives. It provides concrete steps for verifying authenticity, such as checking original and trusted sources, examining metadata and context, and being alert to emotional manipulation. These practical guidelines are designed to be accessible to a general audience, not just technology specialists, ensuring that families, students, and professionals can all benefit.

The campaign also addresses the protection of personal data and biometric identity. As voice and facial recognition become common authentication methods, the theft or replication of these identifiers poses serious risks. The “Its AI” campaign advises individuals on how to limit the exposure of their visual and voice data, how to recognize when content may have been manipulated, and how to respond if they suspect impersonation. This focus on prevention and early detection reflects a mature understanding of the threat landscape. Rather than reacting only after harm occurs, the initiative seeks to build habits that reduce vulnerability from the outset.

Official Saudi channels, including SDAIA and CST, are disseminating the campaign through multiple platforms to reach diverse audiences. The involvement of both the data and AI authority and the communications regulator signals a whole-of-government approach. SDAIA brings expertise in artificial intelligence and data governance, while CST contributes its oversight of telecommunications and digital services. Together, they can deliver consistent messaging across mobile networks, internet platforms, and public awareness channels. This coordination amplifies reach and ensures that guidance is technically accurate and aligned with national policy.

International and Regional Impact

How does Saudi Arabia’s campaign resonate beyond its borders? Deepfake-related harms are inherently transnational. A fabricated video produced in one country can spread globally within hours, affecting reputations, markets, and even diplomatic relations. By investing in public awareness, the Kingdom contributes to the global effort to counter disinformation and strengthen information integrity. Saudi Arabia’s experience can serve as a model for other nations in the region and beyond, particularly those navigating similar challenges of rapid digital transformation. The campaign demonstrates that emerging technology risks can be addressed through education and civic engagement, not only through restrictive measures.

Regional cooperation on AI governance is already gaining momentum. Gulf states and international bodies have emphasized the need for shared standards and cross-border collaboration to combat synthetic media abuse. The “Its AI” campaign aligns with these efforts by promoting a culture of verification that transcends national boundaries. When citizens in one country become more discerning consumers of digital content, they are less likely to amplify falsehoods that target other countries. In this sense, the campaign is an investment in regional stability and in the credibility of digital information across the Middle East. What could other countries learn from a campaign that treats every citizen as a potential guardian of truth?

Economic and Strategic Significance

Why does deepfake awareness matter for Saudi Arabia’s economy? The Kingdom is pursuing an ambitious economic transformation under Vision 2030, with digital services, fintech, e-commerce, and remote work all expanding rapidly. These sectors depend on trust. If fraudsters can impersonate bank officials, corporate leaders, or government representatives using AI-generated audio and video, the cost to businesses and consumers could be substantial. The “Its AI” campaign helps protect the integrity of digital transactions by teaching individuals to verify identities and instructions before acting. This reduces the likelihood of successful social engineering attacks and strengthens confidence in online commerce.

Strategically, the campaign reinforces Saudi Arabia’s position as a responsible global leader in artificial intelligence. The Kingdom has consistently advocated for the ethical use of AI and for international cooperation on governance frameworks. By proactively addressing deepfake risks, SDAIA and CST show that Saudi Arabia is not merely a consumer of advanced technology but a shaper of its norms and safeguards. This enhances the Kingdom’s attractiveness as a destination for technology investment and partnership. Companies looking to deploy AI solutions in the region can have greater confidence that the operating environment includes informed users and robust awareness mechanisms, reducing systemic risk.

Vision 2030 Alignment

How does “Its AI” connect to the broader goals of Vision 2030? The campaign directly supports the vision’s emphasis on a vibrant society, a thriving economy, and an ambitious nation. A digitally literate population is essential for a knowledge-based economy, and protecting citizens from misinformation and fraud is a prerequisite for social well-being. SDAIA’s mandate to advance data and AI capabilities includes a responsibility to ensure that these technologies serve society safely. The “Its AI” initiative embodies that responsibility by translating high-level policy into everyday guidance that individuals can apply immediately.

Looking ahead, SDAIA and CST are expected to continue expanding their awareness efforts as AI capabilities evolve. The Year of Artificial Intelligence 2026 provides a platform for sustained engagement, and the “Its AI” campaign is likely to be followed by further initiatives targeting specific sectors such as education, healthcare, and finance. For international observers, the campaign signals that Saudi Arabia is thinking seriously about the human side of the AI revolution. By fostering a culture of verification and critical thinking, the Kingdom is building a digital environment that is safer, more reliable, and more conducive to innovation. In an age of synthetic media, that culture may prove to be the most valuable technology of all.

20 Questions

Q1. What is the “Its AI” campaign?

A1. The “Its AI” campaign is a national awareness initiative launched by the Saudi Data and AI Authority (SDAIA) and the Communications, Space and Technology Commission (CST) to educate the public about the risks of AI-powered deepfakes and fabricated digital content.

Q2. When and where was the campaign announced?

A2. The campaign was announced in Riyadh on October 15, 2026, and was released through the Saudi Press Agency (SPA), according to the official statement.

Q3. Why is the campaign called “Its AI”?

A3. The title emphasizes that artificial intelligence is a tool whose impact depends on how people use and respond to it. The campaign encourages responsible behavior and critical thinking rather than fear of the technology itself.

Q4. What are deepfakes?

A4. Deepfakes are synthetic images, videos, or audio recordings generated or manipulated by artificial intelligence to closely replicate a person’s appearance or voice, making it difficult to distinguish them from authentic content by sight or sound alone.

Q5. What risks do deepfakes pose to individuals?

A5. Deepfakes can facilitate misinformation, fraud, identity theft, and reputational damage. They may be used to impersonate individuals, spread false narratives, or deceive people into sharing sensitive information or making financial transfers.

Q6. How does the campaign suggest people verify digital content?

A6. It advises checking original and trusted sources, looking for signs of manipulation, and not treating viral videos as conclusive evidence based only on seeing someone in them or hearing their voice.

Q7. What should people do before sharing controversial content?

A7. The campaign urges individuals to avoid hastily sharing controversial content. Sharing without verifying authenticity can contribute to the spread of misinformation and reinforce false narratives, so verification should come first.

Q8. How can individuals protect their visual and voice identities?

A8. The campaign provides practical guidance on limiting exposure of personal biometric data, recognizing potential misuse, and taking steps to safeguard voice and facial information used in authentication and online communication.

Q9. Is the campaign connected to the Year of Artificial Intelligence 2026?

A9. Yes, the campaign was launched in coincidence with the Year of Artificial Intelligence 2026, a national designation that highlights Saudi Arabia’s commitment to responsible AI development and public awareness.

Q10. Which government bodies are leading the campaign?

A10. The campaign is led by the Saudi Data and AI Authority (SDAIA) and the Communications, Space and Technology Commission (CST), two official Saudi agencies responsible for data, AI, and communications oversight.

Q11. What is SDAIA’s role in the campaign?

A11. SDAIA, as the national authority for data and artificial intelligence, contributes expertise on AI risks, data protection, and ethical governance, helping to shape the campaign’s messages and guidance for the public.

Q12. What is CST’s role in the campaign?

A12. CST, the communications and space technology regulator, helps disseminate the campaign across telecommunications and digital platforms, leveraging its oversight of the sector to reach a wide audience.

Q13. Why is public awareness important in combating deepfakes?

A13. Technology alone cannot fully prevent deepfake harms. An informed public that verifies content and thinks critically acts as a first line of defense, reducing the spread of misinformation and the success of fraudulent schemes.

Q14. How does the campaign support Vision 2030?

A14. It promotes digital literacy and trust in online systems, which are essential for a knowledge-based economy. A safer digital environment supports economic diversification, innovation, and social well-being under Vision 2030.

Q15. Does the campaign target only technology experts?

A15. No. The campaign is designed for the general public, including families, students, and professionals. Its guidance is practical and accessible, aiming to empower all individuals to navigate digital content responsibly.

Q16. What should someone do if they suspect a video is a deepfake?

A16. They should avoid sharing it, check original and trusted sources for confirmation, and report it if appropriate. The campaign encourages verification before belief, publication, or sharing of any suspicious content.

Q17. How does the campaign address fraud and identity theft?

A17. It explains how deepfakes can be used to impersonate individuals, warns about associated fraud and identity theft risks, and provides guidance on protecting personal data and recognizing manipulation attempts.

Q18. Are there similar international efforts to combat deepfakes?

A18. Yes, many countries and international organizations are developing awareness and regulatory responses to synthetic media. Saudi Arabia’s campaign contributes to this global effort and can serve as a regional model.

Q19. Will the campaign continue beyond 2026?

A19. While specific plans may evolve, SDAIA and CST have ongoing mandates to promote safe AI use. The Year of Artificial Intelligence 2026 provides a foundation for sustained awareness activities in the future.

Q20. What is the main takeaway of the “Its AI” campaign?

A20. The main takeaway is to verify before you believe, publish, or share. Critical thinking and responsible digital behavior are the most effective defenses against deepfake risks and misinformation.

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