Sydney, June 7: The spread of misinformation is a growing concern for many people in Australia and New Zealand, according to a recent study by Adobe.
The Future of Trust Study, which surveyed over 1,000 individuals across ANZ, highlights widespread apprehension about misinformation and deepfakes, particularly as elections draw near.
Adobe’s global initiative aims to gauge public sentiment on generative AI and misinformation.
The findings indicate a strong demand for tools to verify the authenticity of digital content and underscore the need for measures to ensure the integrity of elections.
“Our research indicates that while consumers are hopeful about the advantages of generative AI, its use is set to expand significantly in the coming year,” said Jennifer Mulveny, Asia Pacific Director of Government Relations at Adobe.
“As pioneers in responsible AI development, we are deeply committed to understanding its impact on users, consumers, and society as a whole.”
Key points from the study include:
- Misinformation Concerns: A significant 82 per cent of respondents in ANZ are worried that online content could be misleading.
- Trust Issues: 77 per cent find it increasingly difficult to determine if the content they encounter online is trustworthy.
- Impact on Social Media Use: Nearly one-third (32 per cent) have reduced or stopped using certain social media platforms due to misinformation.
- Election Integrity Fears: As elections approach, 78 per cent believe misinformation and deepfakes will influence future elections.
- AI in Politics: 80 per cent think election candidates should be banned from using generative AI in their campaign materials.
- Need for Collaboration: 87 per cent agree that governments and tech companies should work together to safeguard election integrity.
- Demand for Verification Tools: 87 per cent feel it’s essential to have tools that verify the authenticity of online content.
- AI Awareness: 81 per cent want to know if the content they are viewing has been generated by AI.
- Media Literacy: 87 per cent believe media literacy should be taught in schools to help children discern real from fake content.
The survey, conducted in March by Advanis, gathered responses from 1,005 participants in ANZ as part of a global sample of 11,190 individuals.
Adobe’s findings highlight the urgent need for media literacy and protective technologies like Content Credentials.
As Australia’s federal election approaches, these tools will be crucial in rebuilding trust in digital content.
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