While the rise of artificial intelligence (AI) has sparked conversations about its potential impact, a new survey reveals a more pressing concern for the UK public: misinformation online.
Trust Issues Plague Online Content
A YouGov survey of 2,000 UK adults found that a significant majority (81%) are worried about the trustworthiness of online content. This concern overshadows apprehension about AI-generated content, which came in at 73%. Interestingly, digitally altered content like photoshopped images and edited videos caused even greater concern (76%) than AI-generated content itself.
AI-Generated Misinformation: A Double Threat?
The survey delves deeper, revealing that while many (67%) are concerned about misinformation spread through AI-generated content, a larger portion (75%) believe digitally altered content is a more significant contributor to online misinformation. This suggests a fear of deepfakes and other manipulated media being used to deceive the public.
The Marketing Industry’s Balancing Act
The marketing world sees both the potential and the pitfalls of AI. While some, like Georgina Bramall of Giffgaff, see AI as a tool to personalize content and improve marketing agility, concerns around its potential misuse remain.
Labeling AI Content: A Mixed Bag
Opinions on labeling AI-generated content are divided. Half of those surveyed believe labels would help curb the spread of misinformation, while nearly a third (29%) disagree. This mirrors the sentiment towards labeling digitally altered content. However, trust in these labels is low. Almost half (48%) distrust the accuracy of AI-generated content labels, highlighting the need for robust labeling systems.
User Reactions to AI Content: Caution Reigns Supreme
The survey also explores how users might react to encountering AI-generated content on social media. A significant portion (42%) wouldn’t take any immediate action, indicating a degree of neutrality. However, a sizable group (27%) would take steps to filter out the source altogether, potentially blocking or unfollowing the account. This suggests a cautious approach, with very few engaging with the content (5%), seeking more AI content (2%), or sharing it (2%).
The YouGov survey highlights the public’s growing concern about online misinformation and the potential for AI to be misused. As AI continues to develop, addressing these concerns and building trust in labelling systems will be crucial for its successful integration into the online landscape.