Adobe's recent Future of Trust Study has unveiled that a significant portion of consumers in Australia and New Zealand (ANZ) are increasingly concerned about the trustworthiness of digital content. According to the study, 77% of ANZ consumers find it challenging to verify the reliability of online information. This growing apprehension is shaping attitudes towards media consumption and election integrity.
The study, which surveyed over 1,000 consumers across Australia and New Zealand, revealed that 82% of respondents are troubled by the potential for online content to be manipulated, causing misinformation. This sentiment is particularly pertinent in a year where over four billion people globally are expected to vote, including in the impending Australian federal elections. Furthermore, 78% of participants from ANZ believe that misinformation and harmful deepfakes will significantly impact future elections.
Jennifer Mulveny, Asia Pacific Director of Government Relations at Adobe, commented on the findings. "Our research shows that consumers are optimistic about the benefits of generative AI with usage set to accelerate over the next year," she said. "As a leader in developing AI technologies responsibly, we deeply consider the impact it has on users, consumers, and society at large." Mulveny stressed the critical need for media literacy and protective technologies to rebuild trust in digital content, particularly ahead of the forthcoming elections.
One of the most striking revelations from the study is the behavioural shift among social media users. A substantial 32% of ANZ respondents have either stopped or reduced their use of specific social media platforms due to the prevalence of misinformation. This trend underscores the broader erosion of trust in these digital spaces.
The concern surrounding misinformation extends beyond individual media habits to encompass broader societal impacts. Approximately 87% of ANZ consumers believe that both governments and technology companies should collaborate to safeguard election integrity against the adverse effects of deepfakes and misinformation. Additionally, 80% of respondents feel that election candidates should be prohibited from using generative AI in their promotional content to prevent the spread of manipulated information.
There is also a strong consensus among consumers regarding the necessity of tools to verify the authenticity of online content. A notable 87% of participants in the study assert the importance of having reliable verification tools at their disposal. This need for verification extends to the origins of the content, with 81% of respondents emphasizing the importance of knowing whether the information they consume is AI-generated.
Beyond the study's primary focus, it also sheds light on the concerns about misinformation's potential impact on younger generations. A significant 87% of ANZ consumers believe that media literacy should be an integral part of the school curriculum, equipping children with the skills to discern fact from fiction in the digital age.
Adobe's study involved a collaboration with Advanis to gather 1,005 responses from individuals in Australia and New Zealand, contributing to a global data set of 11,190 responses. This comprehensive approach aimed to capture a diverse range of opinions and perceptions regarding the societal implications of generative AI and misinformation.
The findings from Adobe's Future of Trust Study highlight the urgent need for actionable measures to address misinformation and restore public trust in digital content. With the reliance on digital information growing and significant political events on the horizon, understanding and mitigating the impact of misinformation has never been more critical for consumers and policymakers alike.
