Study Reveals Alarming Trends in Election Misinformation Belief and Concern

44% of people report believing election-related misinformation - Adobe study

As AI-generated content becomes more prevalent, consumers seek ways to take back control. Here's what an Adobe survey uncovered ahead of the US presidential election. Believing what you see is more difficult than ever due to the ease and accessibility of generating synthetic content and how synthetic content is so easily spread online. As a result, many people have more difficulty trusting what they read, hear, and see in the media and digitally, especially amid politically contentious times like the upcoming US presidential election. On Tuesday, Adobe released its Authenticity in the Age of AI Study, which surveyed 2,000 US consumers regarding their thoughts on misinformation online ahead of the 2024 presidential election. Also: Is that photo real or AI? Google's 'About this image' aims to help you tell the difference Unsurprisingly, a whopping 94% of respondents reported being concerned about the spread of misinformation impacting the upcoming election, and nearly half of respondents (44%) shared being misled or believing election-related misinformation in the past three months. "Without a way for the public to verify the authenticity of digital content, we are approaching a breaking point where the public will no longer believe the things they see and hear online, even when they are true," said Jace Johnson, VP of Global Public Policy at Adobe. Also: Amazon joins C2PA steering committee to identify AI-generated content The emergence of generative AI (gen AI) has played a major factor, with 87% of respondents sharing that technology is making it more challenging to discern between reality and fake online, according to the survey. This concern for misinformation has concerned users so much that they are taking matters into their own hands and changing their habits to avoid further consuming misinformation. For example, 48% of respondents shared they stopped or curtailed the use of a specific social media platform due to the amount of misinformation found on it. Eighty-nine percent of respondents believe social media platforms should enforce stricter measures to prevent misinformation. Also: Google's DataGemma is the first large-scale Gen AI with RAG - why it matters "This concern about disinformation, especially around elections, isn't just a latent concern -- people are actually doing things about it," said Andy Parsons, Senior Director of the Content Authenticity Initiative at Adobe in an interview with ZDNET. "There's not much they can do except stop using social media or curtail their use because they're concerned that there's just too much disinformation." In response, 95% of respondents shared that they believe it is important to see attribution details next to election-related content to verify the information for themselves. Adobe positions its Content Credentials, "nutrition labels" for digital content that show users how the image was created, as part of the solution. Also: Global telcos pledge to adopt responsible AI guidelines Users can visit the Content Credentials site and drop an image they want to verify whether it was AI-generated or not. Then, the site can read the image's metadata and flag if it was created using an AI image generator that automatically implements Content Credentials to AI-generated content, such as Adobe Firefly and Microsoft Image Generator. Even if the photo was created with an image that didn't tag metadata, Content Credentials will match your image to similar images on the internet and let you know whether or not those images were AI-generated.

94% of Americans Are Concerned About Election Misinformation

A new Adobe study reveals that misinformation, deepfakes, and election interference are major concerns for Americans going into the 2024 presidential vote. Adobe's Authenticity in the Age of AI study asked 2,000+ Americans whether they think AI and misinformation pose a problem this election cycle. It finds that 94% of those surveyed believe misinformation will affect the presidential election this fall; 85% believe that election misinformation has spiked in the past three months; and nearly half admit they've fallen for misleading or fake posts in that same time period. "The proliferation of misinformation has eroded public trust. Without a way for to verify the authenticity of digital content, we're approaching a breaking point where the public will no longer believe the things they see and hear online, even when they are true," Adobe VP of Global Public Policy Jace Johnson said in a statement. Generative AI tools are also a part of the problem. Eight-seven percent of respondents say the AI boom has made it harder to discern whether something online is real or not, and the majority have doubted whether an online image on news sites is legit. Earlier this year, Google DeepMind research found that political deepfakes are the most common malicious use case of AI tools. But an overwhelming majority want to know more about how the media they see online has been altered or edited. Consumers want attribution details on images and videos, especially election-related content. Misinformation has also caused Americans to change their habits, with nearly half of respondents in the Adobe study saying they've ditched a social media platform (like X/Twitter or Facebook) due to the rise of fake content on it. The study also suggests the US public wants stricter regulations around online misinformation -- 89% want social media platforms to establish stricter misinformation rules, and 74% think the US government is not doing enough to stop misinformation's spread. Overall, many Americans are calling for increased transparency around image and video origins as concerns mount around the explosion of AI-generated falsehoods and misinformation online.