Democracy Threatened? 72% of Americans Worry Deepfakes Will Influence Upcoming Elections
23 Julio 2024 - 5:00AM
Business Wire
New research from Jumio reveals consumers feel
deepfakes erode trust in politicians, with 70% reporting increased
skepticism in online content
Jumio, the leading provider of automated, AI-driven identity
verification, risk signals and compliance solutions, today released
new findings from its Jumio 2024 Online Identity Study, revealing
growing concern among Americans on the political influence AI and
deepfakes may have during upcoming elections and how they might
influence trust in online media. Deepfakes are realistic-looking,
fake media that are created using AI and machine learning to alter
images, videos or audio recordings. This technology can fabricate
events, statements and appearances, spreading misinformation
quickly and deceiving viewers who often take these false narratives
as legitimate news.
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Recent examples highlight the real-world impact of deepfakes on
political processes. In February 2024, an audio deepfake mimicking
President Joe Biden was used in an automated phone call urging
Democratic voters in New Hampshire not to vote in the primary
election. Another instance involved a deepfake video of former UK
Prime Minister Rishi Sunak endorsing controversial policies he
never supported, which quickly spread online. These incidents
demonstrate how deepfakes can be weaponized to disrupt elections
and erode public trust worldwide.
Jumio’s study examined the views of more than 8,000 adult
consumers, split evenly across the United Kingdom, United States,
Singapore and Mexico, providing a comprehensive global perspective
on the impact of deepfakes. The data revealed that:
- 72% of American consumers are worried about the potential for
AI and deepfakes to influence upcoming elections in their
country.
- U.S. consumers feel deepfakes undermine trust in politicians
and media, with 70% reporting increased skepticism in the content
they see online, compared to the last election.
- Only 46% of global consumers believe they could easily spot a
deepfake of a political figure or celebrity. This drops to 37% in
the U.S. and confidence wanes by age group, with only 22% of
Americans age 55 or older trusting their ability.
- Only 43% of global consumers say they trust political news that
they see online, despite the possibility of encountering audio,
video and image deepfakes. Americans are much less trusting
(32%).
“With half of the global population participating in elections
this year, the potential influence and impact of generative AI and
deepfakes demand our immediate attention,” said Jumio CEO Robert
Prigge. “Public faith in online information is crumbling, demanding
a transparent discourse to confront this challenge and empower
citizens with the tools to discern and report deepfakes. Online
platforms hold a critical duty to leverage cutting-edge detection
measures like multimodal, biometric-based verification systems to
fortify our defenses against deepfakes influencing pivotal
elections."
Find additional data and insights here.
Methodology
The research was conducted by Censuswide, with 8,077 consumers
split evenly across the United Kingdom, United States, Singapore
and Mexico. The fieldwork took place between March 25 and April 2,
2024. Censuswide abides by and employs members of the Market
Research Society and follows the MRS code of conduct which is based
on the ESOMAR principles and are members of The British Polling
Council.
About Jumio
Jumio helps organizations to know and trust their customers
online. From account opening to ongoing monitoring, the Jumio
platform provides advanced identity verification, risk signals and
compliance solutions that help you accurately establish, maintain
and reassert trust.
Leveraging powerful technology including automation, biometrics,
AI/machine learning, liveness detection and no-code orchestration
with hundreds of data sources, Jumio helps you fight fraud and
financial crime, onboard good customers faster and meet regulatory
compliance including KYC and AML. Jumio has processed more than 1
billion transactions spanning over 200 countries and territories
from real-time web and mobile transactions.
Based in Sunnyvale, Jumio operates globally with offices and
representation in North America, Latin America, Europe, Asia
Pacific and the Middle East and has been the recipient of numerous
awards for innovation. Jumio is backed by Centana Growth Partners,
Great Hill Partners and Millennium Technology Value Partners.
For more information, please visit www.jumio.com.
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U.S. Media Contact Allison Knight 10Fold Communications
jumio@10fold.com 806-570-9819
Europe Media Contact Harriet King FleishmanHillard UK
harriet.king@fleishman.com +44 7765673794
APAC Media Contact Luke Nazir FINN Partners
Luke.Nazir@finnpartners.com +65 8139 2504