Is That Actually Real?

Written By Alicia Vial

Every day we scroll past breaking news, celebrity posts, unbelievable videos, giveaways and even people who may not actually be people. With artificial intelligence making fake content more convincing than ever, how can you tell what’s real before you like it, share it or believe it?  

AI can create very realistic photos, videos and voices. There are also fake accounts, impersonators and old videos being shared as if they happened today. In an effort to combat this, Instagram announced last week that it is taking additional steps to identify AI-generated profiles because people were encountering accounts that looked like real people but weren’t.

So if you see something unbelievable, what do you do? Stop. That sounds incredibly simple, but it also may be the most important thing you do. Social media is built for us to react quickly. Posts that make us angry, scared, shocked or excited are often the ones we’re most tempted to share immediately. So if your first reaction is “Oh my gosh, I have to send this immediately,” that’s actually a good reminder to stop for 30 seconds and check it.

Start with the source. Don’t just look at the post, click on the account that posted it. Ask yourself – 

  • Do you recognize this account? 

  • How long has it been around? 

  • Does the username look slightly off? 

  • Is this really the organization, news outlet or person it claims to be? 

  • Are other credible sources reporting the same thing? 

One of the easiest tricks with impersonation accounts is changing one letter or adding an underscore to a familiar name. And don’t let the professional looking logo fool you. Anyone can copy a logo. 

 

There are things you can identify that may signal something is AI, but don’t rely completely on being able to “spot the AI.” AI is getting better. You can still look for things that seem inconsistent, strange text in the background, movements that don’t quite look natural, lighting that doesn’t make sense or details that change from one part of a video to another. The better question isn’t “does this look fake?” It’s “can I verify this is real?” That’s a much safer habit because the visual clues we recognize today may not work six months from now. 

Misinformation doesn’t always require a fake photo. You could have a completely real video from three years ago posted today with a caption saying it happened this morning. That’s why context matters. If you see something that’s supposedly happening right now, search for it. Check other sources. Look at the local news. A real photo with a false caption is still misinformation. 

Content to be mindful of includes anything that asks you to act quickly or give something up. Be particularly careful when a post or message asks you to send money, click a link, give personal information, or enter a giveaway 

The FTC says people reported losing $2.1 billion to scams that started on social media in 2025. Shopping scams were actually the most commonly reported type of social media scam, while investment scams accounted for more than half of the reported dollars lost. 

So before sharing something, do three things: Stop. Check. Confirm.  

  • Stop – don’t let an emotional reaction make you share immediately. 

  • Check – who posted it? Is the account legitimate? Where did the information come from? 

  • Confirm – can you find the same information from another credible source? 

Give yourself 30 seconds before you share something 

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Alicia Vial

Alicia Vial is a New Orleans native with more than a decade of experience elevating client stories and leading crisis response. As the senior director of strategy, Alicia acts as a leader within the Gambel Communications team ensuring each agency team member is positioned to deliver strategic public relations services that meet the highest standards of the industry. In addition to supporting the agency’s long-term business growth and development, she coordinates day-to-day account services and oversees strategic direction while staying abreast of best practices and industry trends to provide innovative solutions to meet client’s needs.

Before joining Gambel Communications, Alicia served as the communications director for the Louisiana SPCA, the oldest and largest animal welfare organization in Louisiana that impacts more than 74,000 animals per year. During her nearly eight-year tenure, Alicia oversaw numerous crises, served on national communication taskforces, oversaw all aspects of internal and external relations and worked alongside the development department to raise critical funding. Prior to that, she worked in the fast-paced New Orleans hospitality industry focusing on digital public relations for multiple hotels.

Alicia is a member of the Public Relations Association of Louisiana (PRAL), Southern Public Relations Federation (SPRF), a board member of the Public Relations Society of America (PRSA) New Orleans Chapter and a member of the New Orleans Regional Leadership Institute. An accredited public relations practitioner (APR), Alicia is also certified in crisis communications, organizational leadership, content marketing and social media.

A well respected and trusted public relations practitioner, Alicia has been recognized by SPRF as a ‘Senior Practitioner of the Year’. Dubbed early on in her career as one to watch, she also received the ‘Rising Star’ award by PRAL and was profiled in St. Charles Avenue Magazine as part of their Young Bloods series. Most recently, she was recognized at PRSA’s annual Fleurish Awards and received four Awards of Excellence for her work along with the ‘Plate Spinner’ award for her efforts on the board of directors for the chapter.

An LSU graduate, Alicia received a bachelor's degree in mass communications with a concentration in public relations and minors in business administration and leadership development. She is a frequent speaker and presenter on public relations topics, most recently presenting at the Jefferson Economic Development Commission and SPRF annual conference.

When Alicia is not at work, you can find her at the ballpark with her three boys or cheering on the Tigers in Death Valley.

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