Adobe Study Reveals Growing Concerns About Misinformation and Potential Impact on Elections
Today,
Adobe released findings of its Future of
Trust Study for India, which surveyed over 2,000 Indians 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 sentiment about the societal impact of
generative AI and misinformation, including its implications within the context
of the ongoing elections in India. Among the findings, the study highlights
strong desire from 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 in the country.
“We are excited
about the potential for generative AI to enhance creativity and productivity,
but it is also a transformational technology that demands thoughtful
consideration of its societal impact. Our Future of Trust Study underscores the
urgent need for media literacy campaigns to educate the consumers about the
dangers of deepfakes and to empower them with tools to discern fact from
fiction. With the ongoing elections, now is the time to embrace protective
technologies like Content Credentials to rebuild trust in the digital ecosystem,” says Prativa
Mohapatra, Vice President & Managing Director, Adobe India.
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.
· With misinformation becoming more
prevalent, the study shows that 81% of Indians fear that the content they
consume online could be altered to fuel misinformation, while an equal
percentage also said that it is becoming difficult to verify whether the content,
they are consuming online is trustworthy.
· Concerns about misinformation are
also impacting consumer’s use of social media platforms with 45% Indians saying
that they have stopped or curtailed their use of a specific social media
platform due to the amount of misinformation on it.
Amidst a climate of
eroding trust in digital content, Indians are concerned about protecting
election integrity.
· In a year when over four billion
people globally are expected to head to the polls, the study found that a
significant number of Indians (86%) believe that misinformation and harmful
deepfakes will impact future elections.
· Without widespread tools to help
them decide whether the online content they are consuming is true, a
significant number of Indians (82%) believe that election candidates should be
prohibited from using generative AI in their promotional content.
· Most Indians (94%) believe that
governments and technology companies should work together to protect election
integrity against the detrimental effects of deepfakes and misinformation.
Most Indians
consider the credibility of a source before sharing content online but also
believe that having the tools and media literacy skills to verify whether a
content is true is important.
· Most Indians (92%) believe that
it is essential that they have the right tools to verify if online content is
trustworthy.
· In addition, high percentage of
Indians (93%) agree that it is important to know if the content they are
consuming is generated using AI.
· Concerns regarding misinformation
are impacting how people think about its potential effect on children, with 94%
of Indians saying that children should be taught media literacy skills as part
of their school curriculum.
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