In the future of digital trust, context matters. A study by researchers Olivia Burrus, Amanda Curtis, and Laura Herman found that viewers believed the use of generative AI in news content to be a clear signal that the information is untrustworthy, whereas the same viewers found using it acceptable in the context of influencer-marketing content. "There is a clear need for a labeling system that takes a deeply researched approach, responding to cultural shifts in awareness, comprehension, and trust of GenAI and its outputs," they wrote. "We need active participation in industrywide collaborations, adherence to legislative measures, and the integration of provenance information at both the creation and display stages of AI-generated content." See their findings published on ACM Interactions: interactions.acm.org/archive…