Most people cannot spot AI deepfakes in scam test, survey finds

Stay up to date with notifications from The IndependentNotifications can be managed in browser preferences.Jump to contentThank you for registeringPlease refresh the page or navigate to another page on the site to be automatically logged inPlease refresh your browser to be logged inAllNewsSportCultureLifestyleConsumer group Which? has warned that realistic deepfakes are leaving the public "at the mercy of scammers" after an experiment revealed many adults could not identify AI-generated content. A Which? survey of 514 adults found that seven in 10 failed to correctly distinguish between real and fake videos, with 8 per cent getting every one wrong and 21 per cent identifying only a single correct clip. One convincing deepfake showed Boots staff promoting an unlicensed weight loss product, prompting the retailer to state these adverts are fake and urge customer vigilance. Which? is urging the government to ensure regulator Ofcom can take decisive action against technology companies that fail to block fraudulent schemes, by implementing robust codes of practice under the Online Safety Act. The government responded by stating scammers are criminals and platforms have a responsibility under the Online Safety Act to proactively tackle illegal fraudulent content, including deepfake scam ads. In fullWarning issued over deepfake ads that expose people to ‘the mercy of scammers’Thank you for registeringPlease refresh the page or navigate to another page on the site to be automatically logged inPlease refresh your browser to be logged in

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