Most Consumers Can’t Identify AI-Generated Fakes

Take the Deepfake Detection TestTake the Deepfake Detection Test

New research from iProov, the world’s leading provider of science-based solutions for biometric identity verification, reveals that most people can’t identify deepfakes – those incredibly realistic AI-generated videos and images often designed to impersonate people. The study tested 2,000 UK and US consumers, exposing them to a series of real and deepfake content. The results are alarming: only 0.1% of participants could accurately distinguish real from fake content across all stimuli which included images and video.

Key Findings:Key Findings:

• Deepfake detection fails: Just  0.1% of respondents correctly identified all deepfake and real stimuli (e.g., images and videos) in a study where participants were primed to look for deepfakes. In real-world scenarios, where people are less aware, the vulnerability to deepfakes is likely even higher.
• Older generations are more vulnerable to deepfakes: The study found that 30% of 55-64 year olds and 39% of those aged 65+ had never even heard of deepfakes, highlighting a significant knowledge gap and increased susceptibility to this emerging threat by this age group.
• Video challenge: Deepfake videos proved more challenging to identify than deepfake images, with participants 36% less likely to correctly identify a synthetic video compared to a synthetic image. This vulnerability raises serious concerns about the potential for video-based fraud, such as impersonation on video calls or in scenarios where video verification is used for identity verification.
• Deepfakes are everywhere but misunderstood: While concern about deepfakes is rising, many remain unaware of the technology. One in five consumers (22%)  had never even heard of deepfakes before the study.
• Overconfidence is rampant: Despite their poor performance, people remained overly confident in their deepfake detection skills at over 60%, regardless of whether their answers were correct. This was particularly so in young adults (18-34). This false sense of security is a significant concern.
• Trust takes a hit: Social media platforms are seen as breeding grounds for deepfakes with Meta (49%) and TikTok (47%) seen as the most prevalent locations for deepfakes to be found online. This, in turn, has led to reduced trust in online information and media— 49% trust social media less after learning about deepfakes. Just one in five would report a suspected deepfake to social media platforms.
• Deepfakes are fueling widespread concern and distrust, especially among older adults: Three in four people (74%) worry about the societal impact of deepfakes, with “fake news” and misinformation being the top concern (68%). This fear is particularly pronounced among older generations, with up to 82% of those aged 55+ expressing anxieties about the spread of false information.
• Better awareness and reporting mechanisms are needed: Less than a third of people (29%) take no action when encountering a suspected deepfake which is most likely driven by 48% saying they don’t know how to report deepfakes, while a quarter don’t care if they see a suspected deepfake. 
• Most consumers fail to actively verify the authenticity of information online, increasing their vulnerability to deepfakes: Despite the rising threat of misinformation, just one in four search for alternative information sources if they suspect a deepfake. Only 11% of people critically analyze the source and context of information to determine if it’s a deepfake, meaning a vast majority are highly susceptible to deception and the spread of false narratives.

...read more at iproov.com