Of course, gen AI is just a tool that can be used for good or bad, but spam, targeted misinformation campaigns, and garbage content in general is one area that will be most amplified because it became so low effort and they don't care about doing any review, double-checking, etc. They can completely automate their process to whatever goal they've in mind. So where sensible humans enjoy 10x productivity, these spam farms will be enjoying 10000x scale.
So I don't think downplaying it and acting like nothing changed, is the brightest idea. I hope you see now how that's a completely different game, one that's already here but we aren't prepared for yet, certainly not with traditional tools we have.