World Without Truth: How Business Must Confront the AI-Powered Disinformation Supply Chain

Aron, Frank, and Hunter make a claim that much of the disinformation literature has so far resisted: that the integrity of the information environment is not primarily a political or civic problem but a business problem, and that businesses are as much targets of the AI-powered disinformation supply chain as they are potential vectors of it. Writing from inside Gartner — the world's leading technology research and advisory firm — the authors bring to bear a decade of observation of how enterprises respond to emerging technology risk, and the picture they paint of corporate unpreparedness for disinformation-as-threat is both credible and alarming.

The book's central contribution is the concept of TrustOps — trust operations — proposed as a systematic, enterprise-wide discipline for defending the integrity of information within and around an organisation. The analogy is deliberate: just as DevOps transformed software delivery and SecOps institutionalised cybersecurity, TrustOps would make information integrity a continuous operational function rather than a crisis-response afterthought. The framework addresses the full cycle of disinformation risk: how false narratives are manufactured at scale using generative AI, how they are targeted and amplified through social media and synthetic content networks, and how they damage corporate reputation, employee morale, customer trust, and ultimately financial performance.

For Cogitavi, this book represents an important complement to the primarily government- and democracy-focused literature that dominates the counter-FIMI field. The authors make the case that businesses cannot afford to treat disinformation as someone else's problem — not least because the AI tools that enable large-scale information manipulation are the same tools that corporations are adopting for their own operations. The result is a threat landscape where the attack surface is expanding faster than organisational defences, and where the costs of inaction — in lost contracts, degraded brand equity, regulatory exposure, and employee attrition — are already measurable. Essential reading for any practitioner advising the private sector on information environment risk.