Tarun Agarwal
The terrorist attack in Pahalgam, India, on 22 April 2025 marked a tragic moment in the country’s history. The attack killed 26 people and responsibility was claimed by an offshoot of Lashkar-e-Toiba in Kashmir, The Resistance Front (TRF). As official ground-level investigations unfolded, a parallel conflict was already ensuing online. Messaging and social media platforms, particularly Telegram, WhatsApp, and X, saw an onslaught of AI photos, deep fake videos, and fake military transmissions about the attack within hours. The aftermath was not an eruption of grief or disinformation alone, but also the rapid creation of polarising storylines propagated by loosely networked ideological actors.
The use of synthetic media was judiciously calibrated, often ideology-driven, visually credible, and linguistically tailored to remain undetected. More than direct incitement to violence, much of the content operated in the grey zone: emotionally manipulative, story-wise polarising, and legally ambiguous.
These materials capitalised on platform vulnerabilities, weak content policies, such as the absence of mandatory labelling for AI-generated media, over-reliance on keyword-based moderation instead of context-aware detection, and the lack of crisis-specific protocols during terror events and the emotionally charged nature of digital publics. While some content was shared in regional languages like Hindi, Urdu, and Kashmiri, a significant portion of the deepfakes and fabricated narratives appeared in English, emotionally charged and platform-native in both form and tone. The multi-lingual strategy, coupled with the speed of circulation, resulted in the disinformation spreading quicker than verification. Much of this content was crafted to appeal to, and reinforce, violent extremist narratives spreading across both domestic and cross-border digital networks.
This Insight examines the nature and structure of the synthetic information flows after the Pahalgam attack. It examines how AI-generated content was leveraged to deepen communal and sectarian divides, amplify fringe ideological movements from Hindutva hardliners to pan-Islamist actors, and erode public trust in official institutions. In doing so, it situates the Pahalgam episode within a larger pattern: the convergence of emerging technologies and extremist propaganda, where disinformation serves simultaneously as a recruitment tool and a contested battleground.