A new Adobe study across Australia and New Zealand finds that people believe misinformation and harmful deepfakes will influence future elections. Respondents express concern regarding the potential manipulation of content they consume online. People believe it is essential that they have the tools to verify the trustworthiness of online content.
Adobe released the findings of its Future of Trust Study for Australia and New Zealand (ANZ), which surveyed over 1,000 consumers across the two countries as part of a global study about their experience encountering misinformation online and concerns about the impact of generative AI.
Tied to its work on responsible innovation, Adobe commissioned the study to understand public perceptions and sentiments about the societal impact of generative AI and misinformation, including its implications within the context of global elections this year. Among the findings, the study highlights the strong desire of consumers to have tools to verify the trustworthiness of digital content and the urgent need for proactive measures to address misinformation’s potential impact on election integrity globally.
“Our research shows that consumers are optimistic about the benefits of generative AI with usage set to accelerate over the the next year,” said Jennifer Mulveny, Asia Pacific Director of Government Relations at Adobe. “As a leader in developing AI technologies responsibly, we deeply consider the impact it has on users, consumers and society at large.
“Our Future of Trust Study underscores the importance of building media literacy among consumers, where they are not only alert to harmful deepfakes but have the tools to discern fact from fiction. As the Australian federal election looms, adopting protective technologies like Content Credentials will be crucial to help restore trust in the digital content we are consuming,” Mulveny said.
Key findings of the study include:
Misinformation is regarded as one of the biggest threats facing society – a concern that may be eroding trust in certain platforms where misinformation is spread.
Amidst a climate of eroding trust in digital content, consumers are concerned about protecting election integrity.
Most people consider the credibility of a source before sharing content but believe that having the tools and media literacy skills to verify whether a content is true is important.
Methodology
Adobe collaborated with Advanis to collect 1,005 responses from Australia and New Zealand as part of 11,190 responses globally; all survey respondents were 18 and older. Data was collected from an opt-in non-probability sample provider in March.
Justin Lavadia is a content producer and editor at Public Spectrum with a diverse writing background spanning various niches and formats. With a wealth of experience, he brings clarity and concise communication to digital content. His expertise lies in crafting engaging content and delivering impactful narratives that resonate with readers.
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