09/18/2024 | Press release | Archived content
Wednesday, September 18, 2024
SAN JOSE, Calif.- Adobe (Nasdaq: ADBE) today released the findings of its Authenticity in the Age of AI Study, which surveyed over 2,000 U.S. consumers on their perception and experience with misinformation online in the lead up to the 2024 presidential election. As part of its commitment to responsible innovation, including fostering a more trustworthy and transparent digital ecosystem with Content Credentials, Adobe commissioned the study to understand how public sentiment on the threat of misinformation has shifted as the U.S. presidential election approaches. The study also explores consumer attitudes toward AI-edited content and the increasing importance of provenance tools and solutions to maintain trust during major news moments and global events.
"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," said Jace Johnson, Vice president, Global Public Policy at Adobe. "Voting for the 2024 U.S. presidential election has begun, and with several weeks to go, there's ample time for misinformation to spread, which could have a profound impact on democracy. Now more than ever, we need widespread adoption of tools like Content Credentials - a 'nutrition label' for digital content to give the public verifiable information about what they see online before they place their trust in it."
Key findings of the study include:
Leading up to the U.S. presidential election, most consumers are perceiving an increase in election-related misinformation, with nearly half admitting that they have recently been misled or believed false information.
The rise in AI-generated content has heightened skepticism around the trustworthiness of online content, even from reputable sources, leading to a tipping point where most consumers demand transparency about how the content they consume online has been created or edited.
Consumers want robust safeguards against misinformation and believe that providing attribution details (such as creator name, creation date, editing steps used including use of AI) to online content is essential for cutting through the noise and determining what is trustworthy.
Consumers are demanding stronger action from government leaders and social media platforms to take decisive action to combat the spread of misinformation, with nearly half cutting back their use of certain social media platforms due to its prevalence.
Methodology
Adobe collaborated with Advanis to collect 2,002 responses from U.S.; all survey respondents were 18 and older. Data was collected from an opt-in non-probability sample provider in August.
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Andrew Cha
Adobe
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