Trust, Verification, and the Role of Libraries in the Age of AI
Librarians must actively adapt to an information landscape increasingly shaped by artificial intelligence, search engine optimization (SEO), and algorithm-driven content.
During the PLA 2026 session Trust & Verify: Information Accuracy in the Age of SEO, AI, and Algorithms, Nathaniel Burnard, Systems Services Manager at Allen County Public Library, offered a practical and timely examination of how these forces affect the way both librarians and patrons locate and evaluate information. As a PLA 2026 scholarship recipient, I had the opportunity to attend Burnard’s presentation in person in Minneapolis.
Burnard began by explaining the distinctions between misinformation, disinformation, and malinformation (MDM). While these terms are often used interchangeably, the intent behind the information matters. Misinformation refers to false or inaccurate information shared without intent to deceive. Disinformation is deliberately false information intended to manipulate or cause harm. Malinformation involves true information presented in misleading or sensationalized ways that may still cause harm.
Burnard encouraged attendees to ask critical questions when evaluating information, including:
- Does this provoke an emotional reaction?
- Does it use small pieces of valid information that have been exaggerated or distorted?
To reduce the spread of MDM, Burnard recommended avoiding engagement with misleading content and instead blocking or reporting it when appropriate.
One of the most relatable portions of the session focused on AI shortcomings, particularly “hallucinations,” in which AI tools generate convincing but entirely false information. Burnard also discussed how AI systems are often trained on outdated datasets, which can affect the reliability of their responses.
His examples immediately reminded me of a recent interaction with a patron who was searching for a book I could not locate anywhere. After some follow-up questions, she revealed that the title came from a list generated by ChatGPT. It quickly became clear that the book did not actually exist. That interaction perfectly illustrated Burnard’s point: while AI can improve access to information for users unfamiliar with traditional search strategies, it can also introduce fabricated information into the research process.
Burnard also addressed content farming, the creation of quick, engagement-driven content designed to maximize advertising revenue and visibility in search engine results. Much of this content is AI-generated and optimized for SEO rather than accuracy or quality, increasing the spread of misleading information online.
For libraries, this means patrons may increasingly arrive with questions rooted in inaccurate or unreliable sources. Burnard emphasized that librarians must be prepared to respond thoughtfully, critically, and without judgment.
The session also provided practical strategies for verifying information, including:
- using fact-checking organizations
- checking for legitimate contact information
- conducting reverse image searches
- verifying domain names
- evaluating source credibility
Burnard concluded with actionable recommendations libraries can use to protect and strengthen their own online presence. He encouraged libraries to monitor online mentions of their organizations, improve their own SEO practices so official information appears prominently in search results, and respond to misinformation with transparent, factual messaging through official channels.
In a time of rapid technological change, there is both excitement and uncertainty surrounding AI. Burnard’s session successfully balanced recognition of AI’s usefulness with an honest discussion of its risks and limitations.
As librarians, we do more than help people find information. We help them evaluate it. Strengthening our own ability to assess and verify information ensures that libraries continue to serve as trusted pillars of knowledge within our communities.
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Tags: pla2026scholarship
