Adobe study shows rising concerns over election misinformation

A recent study by Adobe, titled 'Authenticity in the Age of AI,' has highlighted significant concerns among US consumers regarding misinformation, particularly as the 2024 presidential election approaches.

Surveying over 2,000 US consumers, the research reveals an urgent need for transparency in digital content creation and the influence of artificial intelligence (AI) on public perceptions.

The findings from the study are stark. A significant 94% of US consumers are worried about the impact of misinformation on elections. This anxiety is compounded by the rise of generative AI, with 87% of respondents stating that this technology has made it harder to distinguish fact from fiction online. Additionally, 74% have expressed doubts about the authenticity of content on reputable news sites.

In response to these concerns, consumers are increasingly demanding transparency. The study found that 93% of respondents want to see attribution details on digital content to verify its authenticity, especially during major news events. Adobe has introduced its Content Credentials initiative to address these issues by providing verifiable information about digital content.

Jace Johnson, Adobe's Vice President of Global Public Policy, remarked, "The proliferation of misinformation has eroded public trust. Without a way 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."

"Voting for the 2024 US 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."

The study further reveals specific concerns related to the US presidential election. About 85% of respondents believe that election-related misinformation has increased in the past three months. Nearly half (44%) reported being misled or believing false information during this period, and 43% are now less likely to trust online election content. Additionally, 83% of respondents are concerned about potential foreign interference in the upcoming election.

Reflecting the erosion of trust in digital content, nearly three-quarters (74%) of consumers doubted the authenticity of photos or videos on reputable news sites.

In an effort to combat this, 90% of respondents expressed a desire to see attribution details attached to online content during significant news events or global crises. Specifically, 95% said it is essential to have attribution details for election-related content to help them fact-check information.

Public sentiment also extends to concerns about social media platforms. Nearly half (48%) of the respondents reported stopping or reducing their use of specific social media platforms due to misinformation, marking a 23% increase from March. Furthermore, 89% believe social media platforms should enforce stricter measures to prevent misinformation.

Additionally, 74% of the respondents feel that the US government is not doing enough to protect people from online misinformation, and 69% support attaching attribution details to digital content on official government websites to enhance transparency.

The study underscores the need for robust actions from both government leaders and social media platforms to address misinformation. With the public increasingly demanding measures to ensure the authenticity of digital content, the onus is on these entities to implement effective solutions that restore trust in the information shared online.