A funny thing happened on the day OpenAI announced it was shutting down Sora, its video generation app: Iran went all in on synthetic propaganda and very quickly started winning the global meme war. The timing is a coincidence, no doubt, but it is the kind of coincidence that illuminates.
Watching the explosive virality of the clips offers a powerful lesson in asymmetric media operations. They deploy cultural sophistication, an understanding of online communities and the enormously powerful creation tools made available by American tech companies, tools that give everyone on the internet access to a personal reality distortion field — drones, but for your feed.
Subscribe to our coda currents newsletter
Insights from the Coda newsroom on the global forces that shape local crises.
On Wednesday, as Donald Trump was trying desperately to talk down the oil markets with hints of a deal, a stream of videos, carefully calibrated for U.S., regional and third country audiences rolled out on X via embassy accounts, Russia Today, and disaffected Maga influencers. The clips, by broad social media consensus, are good. Some lean heavily on the extremely online grammar of the U.S. right. Some remix Hollywood characters and likenesses in exactly the way that OpenAI’s now nixed billion-dollar deal with Disney was supposed to sanction. Others lean more heavily into Islamic iconography, featuring Donald Trump and Benjamin Netanyahu as worshippers of Baal, the foreign demon god who figures in both the Quran and the Hebrew Bible. The Lego movie is an especially rich resource, but so are TikTok formats, and the kind of idealized AI figures beloved of Trump administration meme makers. You can watch a few of them here.
Notably, faked war footage is far from the dominant format. All of these clips foreground and celebrate their own artificiality: some are sentimental, some triumphal, many are full of the gleeful adolescent wit of gamers on discord forums.
Researchers have long been warning that generative tools will undercut the authority of visual evidence, compounding and accelerating the damage created by slower, cruder forms of fakery: photoshop, selective editing, even gaming clips passed off as combat footage. Of course, we are already there, and have been for a while. Russia has been the paramount master of this game, in Ukraine and in its ongoing influence operations around the world. But others have learned quickly. Last year, when India and Pakistan were engaged in a brief aerial battle, social media bullshit overwhelmed and compromised traditional coverage. More recently, Israel’s obliteration of Gaza was accompanied by a sustained and comprehensive blizzard of visually compelling misinformation, propaganda, and official lies.
That continues. On March 28, Israel killed three journalists in a targeted strike in Southern Lebanon, claiming without evidence that one of them, Ali Shoaib, was a member of Hezbollah’s Radwan forces. They later distributed a photograph of him in military fatigues to reinforce the point, but explained to Fox news that in fact, they’d had to photoshop the uniform in because no such picture existed.
Meanwhile, in the Trump administration’s domestic war on immigrants and political opponents, we’ve seen a complete resetting of norms around the tone of official communication and any expectation that it is rooted in fact. Nowhere was that more evident than in the altered footage posted by the White House of the arrest of the prominent Minneapolis activist Nekima Levy Armstrong in January. In the video, shared by the official White House handle, a handcuffed Levy Armstrong is sobbing, her skin visibly darkened. In fact, she had faced arrest calmly.
Questioned by reporters about this blatant falsification, deputy White House communications director Kaelan Dorr responded: “Enforcement of the law will continue. The memes will continue.” Collapsing the distinction between a meme and the factual record with the aid of AI is the final step in this administration’s insistence that its preferred narrative simply is reality.
The problem for the White House and its allies is that their choices in tech policy, official communication, and press freedom level the playing field for information war in ways that Tehran’s media strategists understand and they, for all their immersion in online worlds, do not.
Iranian propagandists know that the currency of visual information online has already been completely debased. They’ve dealt with it plenty, and no doubt practiced it themselves in regional battles for narrative dominance. Their insight is that as cheap and easy as it is to create and distribute fakes, returns on the effort of mobilizing what disinformation researchers call “coordinated inauthentic action” are diminishing. They still do it, but it isn’t where the action is.
Sam Altman, Elon Musk and Mark Zuckerberg have, in a very practical sense, wrought this moment in concert with Peter Thiel, Alex Karp, JD Vance and Donald Trump. At their urging, the U.S. has surrendered unrivaled dominance in scarce, expensive information and cultural assets in exchange for a political economy of media that widely distributes cheap, abundant ones.
Tech leaders and conservative politicians have worked consistently for a decade to deprecate the trustworthiness of American journalism and constrain its liberties. They have smeared its practitioners as “enemies of the people”; they have captured the commanding heights of the broadcast and culture industries through crony deals, and they have launched an assault on both press freedom and standards, two assets that once made American news outlets the envy of the world. Needless to say, the economic collapse of traditional media companies fostered by Google’s and Meta’s advertising duopoly only served to deepen the damage. Jeff Bezos’s Washington Post shuttered its Middle East bureaus just days before the war began.
Meanwhile, lying from agency podiums and the Oval Office, makes Karoline Leavitt barely distinguishable from Baghdad Bob, Iraq’s minister of information in 2003 whose surreal, truth-dodging press conferences during the U.S.-led invasion made him a global laughingstock. And the DOGEing of both the nominally independent Voice of America, as well as the state department’s Global Engagement Center leaves the administration with neither broadcast nor digital counter-propaganda assets.
When no one can be trusted with the actual truth, we are left with the AI equivalent of 19th-century editorial cartoons, produced at industrial scale and distributed globally. America has little advantage in that war, particularly when it is at a moral, political and legal nadir.
If anything, Iran, which combines repression with an enormously rich literary culture, film scene and advertising market brings serious capabilities to the fight.
Of course, the ebbing of information power was already under way during the first Trump administration, and during Joe Biden’s term in ways that are indissociable from broader democratic decline. The “trust and safety” architecture adopted by big platform companies was designed — implicitly if not always visibly — to conserve information authority, and ensure that it functioned in broadly pro-democratic ways.
After the disastrous failures of the Rohingya genocide — which rights groups and UN investigators blamed Facebook for facilitating — and the fears surrounding the manipulation of the U.S. electoral environment in 2016, there was a clear threat to the commercial and political health of Twitter, Facebook and YouTube. Tech companies, governments, researchers and human rights experts devised rules and norms for content moderation grounded in existing standards, tools for detecting coordinated inauthentic behavior, and a framework for crisis response.
The community of practitioners and institutions that sprung up to combat the flesh-eating virus attacking the body politic were working with bandaids in the battlefield hospital even before Covid, a coordinated attack from the right, and the second Trump victory hit them, but they succeeded in imposing some limits. That project now lies in ruins.
The Stanford Information Laboratory has been shut down. Trust and Safety teams at Meta and X have been disbanded. The national security arm of the project, centered around the State Department is gone, and private funding for countering misinformation has largely dried up.
Where are the hyperscalers, the AI titans, whose tools are being so effectively deployed, in all of this?
Related Articles
The trust and safety people who do work at OpenAI are dutifully putting out reports every few months. They are detailing how they foiled efforts to use ChatGPT for a Chinese influence campaign aimed at Sanae Takaichi, the Japanese prime minister, and exposing a Russian content mill feeding African newspapers. “Pro-tip for governments,” wrote Head of National Security policy Sasha Baker on LinkedIn of the February report. “Please don’t use our products to spread lies online.”
Governments, in the world of Sam Altman’s “democratic AI” do not include that of the United States. OpenAI has not mentioned a single U.S. ally — let alone the administration itself — in these reports.
OpenAI has hired multiple ex-Clinton, Obama and Biden officials, and in their work a weird, attenuated piece of the old national security approach to information integrity lives on, alongside the project of selling products to the Pentagon. The company’s leaders clearly treat these issues as a complement to messaging around Western AI, or a picayune adjunct to the bigger questions of AI risk, which are handled way up in the organizational stratosphere, as they are at Anthropic.
Perhaps the larger lesson is that you can’t really shut down Sora, or put AI-generated video back in its box. If you choose to prosecute an illegal war of choice after surrendering the hard-won high ground of a robust, democratic information environment, high tech weaponry will not offset the deficit. On the contrary, you will have compounded the risk of both tactical failure and strategic geopolitical defeat. When that happens, and in some ways it already has, those who made this war, and their enablers in Silicon Valley, will have only themselves to blame.
