It's AI.

The two regulators say AI can now copy a person's face and voice so closely that sight and sound alone no longer prove a clip is real, and fakes spread misinformation, fraud, identity theft and reputational harm. They want people to stop treating a viral video as evidence just because a familiar face or voice appears in it.

Launched on 15 October 2026 as part of Saudi Arabia's Year of AI, the campaign runs under the Arabic name تراه AI with the line "Not every familiar face is who it seems". Its key visual asks how to protect yourself from deepfakes and answers with four actions: don't share before you check, report suspicious content, follow trusted sources and raise awareness around you. A campaign page on CST's site explains visual, audio and text deepfakes with checks for each (blinking and lip sync, odd pauses in a voice, a missing official source), separates harmless editing from fakes, and lists the economic, political, security and social risks alongside responsible uses of the technology. It links to SDAIA's deepfake guidelines and a July 2025 SDAIA study.