Two-Thirds of South African Creators Don’t Disclose AI Use – Because They Fear It Costs Them Trust

South African content creators are using generative AI routinely but disclosing it rarely — and the reason, according to a new UNESCO-backed study, is that they believe admitting to it damages their audience’s trust. The research, conducted by the Centre for Analytics and Behavioural Change as part of UNESCO’s global Behind the Screens project, surveyed 48 creators and interviewed 11 working across multiple platforms and genres. It is a small, qualitative sample, and its percentages should be re