When I left university at the age of 20 to join Greenpeace, I had no idea that I would spend the next two decades at the forefront of the fight for truth and credibility. From dangerous expeditions to the Russian Arctic – where I was detained for ten days in 1992 after we documented sunken nuclear waste – to digital campaigns that changed entire companies’ minds within hours, I have witnessed how the world of campaigning has fundamentally changed.
Today, after more than 30 years at the interface between people, social debate, and technology, I see every day how the line between fact and fiction is becoming increasingly blurred. A viral video on social media, a surprising headline, or a scientific-sounding article—the information landscape has changed dramatically since my early days as a high-rise climber and crew member on Greenpeace ships.
As the founder of Campax, which has grown into Switzerland’s largest citizens’ movement with over 740,000 active members, I have seen firsthand how disinformation can influence campaigns. Fortunately, a new generation of tools is developing in parallel with this challenge: AI-based fact-checking tools. These intelligent systems promise to revolutionize the fight against misinformation – especially for NGOs and non-profit organizations that depend on credibility.
The double challenge: disinformation and AI hallucinations
During my time as a digital campaigner, I witnessed the evolution of disinformation firsthand. What used to be clumsy fake news is now highly professional campaigns with manipulated images, deepfakes, and deliberately misleading narratives.
I remember a situation in Malta where I was hanging from a high-rise building as a climbing activist. Suddenly, I saw two security guards above me with knives in their hands. They threatened to cut the rope. I was scared to death. This physical threat was real and immediate. Today, the threats are more subtle, but no less dangerous: disinformation can systematically discredit NGOs and advocacy organizations without the need to draw a knife.
The modern information landscape is characterized by two central problems: on the one hand, there is targeted disinformation; on the other, there are AI hallucinations—errors in large language models that generate convincing-sounding but factually incorrect statements.
Traditional fact-checking methods, which rely on manual research by human experts, are reaching their limits given the sheer volume and speed of new content. This is particularly problematic for NGOs with limited resources. The market for tools to detect AI hallucinations is growing rapidly—a clear sign of the urgent need for effective, scalable technologies for source verification and automated fact-checking.
Why credibility is everything: Lessons from three decades of activism
NGOs thrive on trust – a single factual error can destroy years of reputation building. I learned this at Greenpeace, where every claim, every figure, every photo had to be meticulously checked. When we documented nuclear waste in the Kara Sea in 1992, we were first fired upon and then arrested. But our documentation was so accurate that President Boris Yeltsin set up a commission to investigate the case. The facts were our strongest argument.
My mother, who was very afraid for me at first, ended up coming on board a Greenpeace ship herself as a cook for three weeks. She saw that our actions were effective – because they were based on solid facts. She was even arrested by the French authorities along with us. This change of heart happened because she realized that when you see that you can achieve something with factually correct actions, it gives your whole life extreme meaning.
Practical applications: When do you need AI fact checking?
From my experience at Campax and nowtec solutions, I know that AI fact-checking tools are no longer just relevant for professionals. They offer practical solutions for many everyday situations:
For NGOs and campaign communication
I speak from decades of experience here: as someone who has experienced everything from dangerous expeditions to the Russian Arctic to digital campaigns – from arrest in Murmansk to a petition against Donald Trump with over 10,000 signatures – I know how crucial factual accuracy is for credibility.
Verifying campaign content: NGOs and non-profit organizations must ensure that their campaign materials, infographics, and reports are based on accurate facts. AI fact-checking tools help verify statistics, quotes, and claims before they are used in public campaigns. At Campax, we have learned that a well-researched campaign is not only more credible, but also mobilizes significantly more support. When we hung a 60-meter “Trump Not Welcome” banner on the Elhorn near Davos in 2018, our criticism was based on precise facts about his policies – that’s what made the campaign effective.
Develop counter-narratives to disinformation: When false information about the organization, its work, or its concerns is spread, AI fact-checking tools can quickly clarify the facts and provide well-founded counterarguments. This is particularly important for controversial topics such as climate change, where NGOs are regularly confronted with targeted disinformation.
Securing donor communication: Credibility is crucial when communicating with donors and sponsors. Source verification tools ensure that all success stories, project reports, and evidence of impact are factually correct. AI fact-checking tools can help ensure the quality of documentation, especially for foundation applications or accountability reports.
Monitoring misinformation on social issues: NGOs working on issues such as climate change, human rights, or health can use AI fact-checking tools to identify disinformation in their subject area and provide targeted clarification. Tools such as Full Fact AI continuously monitor public discourse and identify recurring false claims.
Coalition work and networks: When collaborating with partners and other organizations, tools can help verify the accuracy of shared messages and ensure consistent, fact-based communication. This is particularly important in large campaign coalitions where many actors work together.
Advocacy and lobbying: When working with politicians and decision-makers, factual accuracy is essential. AI fact-checking tools help verify position papers, statements, and policy briefs before they are submitted. When we advise organizations at the Campaign Forum, where I have been a senior adviser for over 20 years, we always emphasize that a petition with 10,000 signatures is only as strong as the facts on which it is based.
Crisis communication: NGOs must respond quickly to natural disasters, humanitarian crises, or political upheavals. The ability to verify information quickly can save lives—an experience I learned to appreciate in 2022 during the Ukraine crisis, when we set up a platform in record time to coordinate tens of thousands of beds for refugees. In such situations, it is crucial that the information is accurate—false information could put people in danger.
For private individuals and activists
Verify social media posts: You see a viral post on Facebook, Twitter, or Instagram with a shocking claim. Before you share it, you can use AI fact-checking tools to quickly verify whether the statement is true or whether it is disinformation. Tools such as Google Fact Check Explorer help you find already verified fact checks.
Verify images and videos: A dramatic video is making the rounds, supposedly from a current event. With tools like the InVID-WeVerify plugin, you can extract metadata, perform a reverse search, and determine whether the material is authentic or taken from a different context.
Check news and articles: You read a news article with surprising facts. AI fact-checking tools such as Perplexity AI or ChatGPT Pro can compare the claims with current, trustworthy sources and show you whether the information is correct.
For journalists and media organizations
Real-time fact checking at live events: During political debates, press conferences, or breaking news, platforms such as Factiverse or ClaimBuster can identify and verify claims in real time. This enables editorial teams to respond quickly to false statements.
Verification of user-generated content: With deepfake detection tools such as Sensity AI, editorial offices can check whether submitted material has been manipulated before it is published.
For educational institutions and research
Verifying academic work: Students can check their term papers, bachelor’s or master’s theses for factual accuracy and ensure that the sources used are trustworthy.
Teaching media literacy: Teachers can use AI fact-checking tools in the classroom to teach pupils and students how to critically question and verify information.
The technological basis: How AI fact checking works
At the heart of modern AI fact-checking tools is a combination of several advanced technologies. Natural language processing (NLP) enables systems to understand human language, identify claims in texts, and analyze their context. Building on this, machine learning algorithms and large language models (LLMs) use huge amounts of data to recognize patterns and evaluate the credibility of statements.
Image recognition systems are used to check visual content. These analyze images and videos at the pixel level to find inconsistencies or signs of manipulation that could indicate a deepfake. At the same time, web retrieval agents search the internet for trustworthy sources to verify the facts made in a claim. Particularly powerful systems are capable of multimodal analysis, in which they evaluate information from text, images, audio, and video in combination.
Categories of AI fact-checking tools
The market for AI fact-checking tools is diverse and offers specialized solutions for different use cases:
Advanced AI research and verification: Tools such as Perplexity AI, ChatGPT Pro, and Gemini Advanced are designed as advanced search engines. Their strength lies in their ability to provide direct answers to complex questions while making the sources used transparent. These tools are particularly valuable for NGOs when conducting quick research for campaign materials.
Deepfake and media verification: Highly specialized tools such as Sensity AI and the InVID-WeVerify plugin focus on detecting manipulation in visual media. They analyze pixel inconsistencies, examine metadata, and scrutinize audio patterns to expose sophisticated deepfakes.
Automated fact-checking platforms: Professional fact-checking organizations rely on comprehensive platforms such as Full Fact AI, Factiverse, and ClaimBuster. These systems continuously monitor public discourse and can automatically detect claims (claim spotting) and bundle similar statements (claim clustering).
Google fact-checking tools: With Fact Check Explorer, Google offers free but effective tools that are accessible to the general public—ideal for NGOs with limited budgets.
AI text detectors: Tools such as Originality.ai and Copyleaks detect whether content has been generated by AI, helping to assess the trustworthiness of the source.
Free vs. Paid: Making the Right Choice for NGOs
| Target audience | Recommended tools | Cost model |
| Small NGOs & grassroots organizations | Google Fact Check Explorer, InVID-WeVerify | Free |
| Medium-sized NGOs | LongShot AI (freemium), Perplexity AI | Mixed |
| Large NGOs & Networks | Factiverse, Full Fact AI Enterprise | Paid (subscription) |
Free offerings such as the InVID-WeVerify plugin or Google Fact Check Explorer provide solid basic functionality for everyday research. These tools are ideal for smaller NGOs and grassroots organizations that occasionally need to perform AI fact checking without allocating a budget for it.
LongShot AI operates on a freemium model – up to five claims can be checked twice a day. This is often sufficient for medium-sized NGOs that regularly produce campaign materials.
For large NGOs and networks that rely on real-time monitoring, high accuracy, and comprehensive support, enterprise solutions are essential. Pricing models range from monthly subscriptions at Originality.AI (approximately $15 to $179 per month) to customized enterprise packages. Many providers offer special discounts for non-profit organizations—it’s worth inquiring.
Limits and the role of humans: What I learned from fear of death
Despite impressive advances, AI fact-checking tools are not a panacea. Their biggest challenge lies in accuracy. They can produce both false positives (correct statements marked as false) and false negatives (false statements not detected). Particularly problematic is that the systems themselves are susceptible to AI hallucinations.
As I hung from that high-rise in Malta and saw the knives above me, I learned an important lesson: fear is not only unpleasant, it can also protect you sometimes. It forces you to pause and reassess the situation. That is exactly what we need when using AI tools: a healthy skepticism that prompts us to critically question the results.
In addition, those who spread disinformation are constantly evolving their tactics to circumvent automated systems. Linguistic and cultural nuances pose another hurdle, as many tools are primarily trained in English and lose accuracy in other languages. For NGOs working in multilingual contexts, this is a significant limitation.
The future lies not in complete automation, but in intelligent human-machine collaboration. AI systems can serve as powerful filters and assistants that pre-sort huge amounts of data and identify suspicious content, while the final evaluation and contextual classification is left to experienced human fact-checkers. For NGOs, this means that the tools can relieve campaigners, but they cannot replace the critical thinking and expertise of employees.
Future prospects: Technology meets mission
Developments in the field of AI fact checking are progressing rapidly. As CEO of nowtec solutions, where my team in Zurich and our development center in Moldova are working together to develop the campaigning technology of tomorrow, I see every day how different technologies are becoming more closely integrated and multilingual capabilities are improving.
One promising trend is the increasing specialization of tools for specific industries or subject areas. For example, specialized solutions are emerging for media verification in the health sector, environmental issues, or the investigation of human rights violations. For NGOs, this means that in the future they will have access to tools that are specifically tailored to their subject areas.
However, parallel to technological development, media literacy in society must also be strengthened. The ability to critically question information, evaluate sources, and understand how algorithms work is the most important line of defense against disinformation. NGOs play a crucial role here as educational actors. As a father of three children and someone who has his roots in the mountains above Lake Walen, I am particularly concerned about how we shape the digital world for future generations.
Conclusion: Technology and human judgment in harmony
AI fact-checking tools are indispensable tools that significantly strengthen our ability to defend the truth. They speed up research processes, uncover complex manipulations, and enable a scale of fact-checking that would never be possible manually. They are particularly valuable for NGOs and non-profit organizations, as they can achieve maximum impact with limited resources.
The key to success lies in the symbiosis of technological strength and human judgment. By using these tools wisely while sharpening our critical thinking skills, we can work together to create a more resilient and trustworthy information environment.
I believe that technology and social engagement must go hand in hand. At a time when the digital landscape is changing rapidly, we need solutions that are not only efficient but also ethical and sustainable. Ensuring information integrity is a task for society as a whole, and NGOs play a key role in this. The technologies presented here are a crucial building block on this path.
Campaigning has always been a team sport. If you have ideas, questions, or exciting projects, I look forward to hearing from you. Together, we can shape the future of digital campaigning.
Collection of tools as a list, please write your tool tips in the comments. Thank you!
About the author
Andreas Freimüller is an entrepreneur, technology enthusiast, and long-time campaigning expert from Zurich. At the age of 20, he left university to join Greenpeace. From dangerous expeditions to the Russian Arctic to digital campaigns that changed the minds of entire companies within hours, he has witnessed how the world of campaigning has fundamentally changed.
In 2016, he founded Campax, which grew into Switzerland’s largest citizens’ movement with over 740,000 active members. When the Ukraine crisis broke out in 2022, he coordinated a platform in record time that provided tens of thousands of beds for refugees.
As CEO and founder of nowtec solutions AG, he is now developing the campaigning technology of tomorrow together with his team in Zurich and the development center in Moldova. At the same time, he is co-founder of Leadnow GmbH and has been a senior adviser at the Campaign Forum for over 20 years.
Note: This article is for informational purposes only. There are no paid partnerships, sponsorship agreements, or other commercial relationships with the tools and services mentioned. The selection of the solutions presented is based on their relevance to the topic and their prevalence in the market.