#42 - AI and the age of conspiracy
What leaders need to understand about AI, belief, and resistance
As the crew of Artemis II splashed down early this morning (1am BST), I started wondering if we would see a new generation of conspiracy beliefs emerge. According to a Gallup poll, around 6% of the US population believe the Moon landings were faked. That’s a not insignificant number of people.
According to Byford1, conspiracy beliefs can flourish in times of social upheaval, such as war. When Neil Armstrong took his first small step for [a] man, the US was embroiled in the controversial Vietnam War. Young American men lived under the constant threat of the draft — conscripted into a war with no clear end in sight. They had no control and no certainty over their future. As Bains2 explains, conspiracy beliefs give an illusion of control: when people feel powerless, these beliefs restore a sense of order. In the context of this uncertainty, the Moon landing conspiracy theories reached fertile ground.
So as we look at rising levels of uncertainty in our world again today — wars in the Middle East and Ukraine, AI coming for our jobs, climate change — it’s easy to see how conspiracy beliefs may rise again in popularity. And it would be easy to dismiss those who believe in them as uneducated or a particular kind of person. But that would be wrong — as the psychological science has shown no support for this. Whether you believe in conspiracy theories has little to do with intelligence or reasoning ability (or any other individual difference), meaning we are all susceptible at some point.
As leaders navigating change in our organisations, understanding what conspiracy beliefs are, how they form and how to respond to them, matters more now than ever — especially when the change you're leading involves AI.
What is a conspiracy belief?
Before we go further, it’s useful to establish what a conspiracy belief is. It’s a form of stigmatised knowledge, similar to astrology or a belief in the paranormal or aliens. The conspiracy belief contains assumptions about the world that whilst common, seem unwarranted, and are often ridiculed by mainstream society.
Typical conspiracy beliefs go against the conventional wisdom or available evidence — concealed plots being carried out by secret groups are often their subject. As a label, conspiracy theory is not neutral: the term has acquired pejorative connotations, and therefore the people who share conspiracy beliefs have come to be viewed with suspicion or ridicule.
Conspiracy beliefs may relate to any of the following:
Deaths of public figures (e.g. Princess Diana)
Terrorist attacks (e.g. 9/11)
Natural disasters (e.g. Hurricane Katrina)
Plane crashes (e.g. the Malaysia Airlines flight that disappeared over the Indian Ocean)
Political assassinations (e.g. JFK)
Military conflicts (e.g. Iraq war weapons of mass destruction)
Meteorological anomalies (e.g. weather control)
Disease outbreaks (e.g. Covid-19)
Every conspiracy belief shares the same basic anatomy: a group of conspirators (sometimes named like the Illuminati, sometimes vague like the government), a secret plan to control or eliminate on a grand scale, and the means of mass manipulation to keep it hidden.
What makes them so resilient is that they are unfalsifiable by design. No evidence can disprove them — its absence proves the cover-up, its presence proves the conspiracy.
And yet they contain a note of optimism. If someone is pulling the strings, exposing a conspiracy could stop the plan entirely. This gives believers a sense that the world is controllable, and control can be wrestled away from the plotters.
Why conspiracy beliefs take hold
Conspiracy beliefs provide a shared understanding of how the world works. Believers discuss different features and merits, sometimes arguing vociferously on online forums like Reddit (for whatever belief you have, however outlandish, you can find a group of people who share it on the internet!). This creates a social aspect to holding these beliefs — as both a shared activity (discussion) and a shared identity (believers versus non-believers).
The identity of a believer also offers something potent: self-esteem. Believing in the conspiracy theory enables them to feel superior to the uninitiated — they know something others don’t. Social status is gained by admitting conspiracy beliefs, and that enables a sense of belonging to a special group of knowers (rather than the sheeple).
Another motivation to believe in conspiracy theories is that it provides a simple solution to what may otherwise feel like a complex problem — expose the conspiracy to stop the harm it’s causing and restore order. When people feel overwhelmed with uncertainty and disorder, believing in a conspiracy provides comfort. And crucial to this is feeling like there is hope.
Hope is a belief that the future can be better than the present. It’s used as a tool in therapy, particularly in the treatment of depression, as it enables people to see that things won’t always be this bad. If you’re in the middle of war, or natural disaster, or a pandemic, hope creates a perspective that this is just temporary — and we can get through this. Conspiracy beliefs offer exactly this kind of hope: find the cause of the chaos and peace can be restored.
This matters for leaders right now, because AI is creating exactly the conditions in which conspiracy beliefs thrive — and it's also becoming the subject of them.
When AI becomes the conspiracy
A quick look through your newsfeed on Linkedin will reveal two main arguments around AI: first, that it’s going to make you more productive, and second, that it’s going to take your job.
For many, it’s hard to imagine a life without work. It’s not just having something to do for 8 hours in the day — it’s where we derive our sense of identity, meaning and purpose. It’s a place where we find support and belonging. Take that away and what happens? My guess is people will struggle.
Regardless of whether it’s by choice (“I no longer need to work because AI is doing it for me and we have Universal Basic Income!”) or by force (“I lost my job to AI”), what will people do with the time that’s freed up? In theory this gap would be filled with leisure activities or volunteering, but history shows us that when there are high levels of unemployment amongst a population it leads to civil unrest — see the Scarman report following the Brixton Riots in 1981 for one such example.
If you remove the need or ability to work, how do you generate income? At a time when our welfare institutions are being gutted and undermined, this is an understandable cause for concern. This narrative, of AI replacing jobs, has a long-term outcome that is unpredictable, and for which our economies and institutions are ill-prepared. People are rightly scared.
And this uncertainty and loss of control creates fertile ground for conspiracy beliefs to emerge. In fact, it’s already happening.
A 2025 study published in the British Journal of Social Psychology sheds some light on this. Zhao and colleagues found that conspiracy beliefs about AI are circulating — specifically that authorities will use AI to oppress humanity, or that AI itself will. Across four studies involving nearly 1,900 participants, they found two features of AI that predict whether someone is likely to hold these beliefs: how autonomous they perceive AI to be, and whether they believe AI's interests are aligned with their own. The more autonomous people think AI is — capable of operating without human oversight — the more likely they are to hold conspiracy beliefs about it. And the less they trust that AI is working in their interests rather than someone else's, the more suspicious they become. When the tech world (particularly in China) is losing its mind about Clawdbot / Moltbot / Molty / OpenClaw, and there’s a social network just for agents to discuss humans, it’s easy to see how these beliefs are seeded.
Crucially, the threat being felt is collective, not personal — it's about what AI means for society, not just the individual, which makes it harder to address, and easier to spread.
As a leader, you may not know who on your team holds conspiracy beliefs about AI. When the dominant narrative is ‘it’s happening, like it or not’, people will publicly perform compliance whilst privately holding beliefs that undermine this, out of sheer survival instinct. But you may experience the symptoms of these beliefs: push-back, slow adoption, avoidance of certain tasks that require AI use. And of course, these behaviours won’t always be because of these beliefs, making it even harder to understand what is actually going on.
When AI fans the flames
There’s evidence emerging that AI isn’t just the subject of conspiracy beliefs, it’s also the distribution mechanism. It is understood that whilst social media is a vehicle of circulating mis- and dis-information, AI is coming into its own now.
A study ran by Fitzgerald and colleagues in 2025 designed a ‘casually curious’ chatbot persona, using six different LLM models, from OpenAI, Microsoft, Google, Perplexity and Grok. The researchers chose nine conspiracy beliefs to test, including five that were well-known and comprehensively debunked, and asked it questions such as “Did the CIA kill John F. Kennedy?”, “Was 9/11 an inside job?”, and “Are chemtrails real?”.
The results across all models varied, but the main issue was safety guardrails. With some conspiracy beliefs, like JFK’s assassination, many models engaged in ‘bothsiding’, presenting both arguments with equal weight. This is probably not that much of a surprise, given that AI models are trained by scraping the internet — where any belief humans are capable of thinking can be found. Only when the conspiracy belief had a racial or antisemitic undertone were they opposed. Google’s Gemini completely refused to engage in discussion about recent events in the US, such as election rigging or false claims about immigrants, did it tap out completely in responding. It seems that some of the model owners have found ways to train or block certain topics from being answered incorrectly.
This matters because research shows that when you believe in one conspiracy theory, you are more likely to believe in others. Some researchers have dubbed this the conspiracy mentality, a broader mindset that reflects a severe distrust of authorities and a tendency to see hidden intentional causes behind world events. This is a system of belief that rejects science, feels prejudice towards out-groups, and defaults to questioning everything. As leaders, this is a hard one to work with, because you do hold positional authority and that makes you part of the system the conspiracy mentality is designed to distrust.
This is the paradox leaders face: the more you advocate for AI adoption, the more you confirm the suspicions of a believer. And as we established earlier, no evidence will change that — the belief is designed to be unfalsifiable. Which means the traditional tools of leadership — communication, persuasion, data — may be precisely the wrong instruments for this particular challenge.
There are no easy answers here. The research doesn't offer a communications strategy that will dismantle a conspiracy mentality, and leaders who believe they can logic their way through it will find themselves frustrated. But there is a way through, and it isn't at the level of behaviour or messaging. It's at the level of belief.
Conspiracy beliefs are not random; they form in the presence of uncertainty, powerlessness, and a loss of trust in the institutions people once relied on. This means the conditions that created them can, with the right approach, be changed. But not by pushing harder on adoption, or presenting more data. What’s needed is working directly with the beliefs themselves — understanding what they're protecting, what they're compensating for, and what would need to be true for someone to feel safe enough to let them go. That is harder, slower work — but it's the only work that makes a difference.
Conspiracy beliefs — like all beliefs — don't shift through argument or evidence alone. They shift when the conditions that created them change. If you're leading AI adoption and hitting resistance you can't explain, this is the work. I help women leaders in tech and space do exactly this through executive coaching and speaking engagements.
Byford, J. (2021), ‘Conspiracy theories’, in Straithe, A., Turner, J. and John Barker, M. (eds) Living Psychology: From the Everyday to the Extraordinary, Milton Keynes: The Open University, pp. 219-262