Average Briton now struggles to identify deepfakes, study finds
A recent study reveals that the average Briton struggles to identify deepfakes, despite being familiar with the term. The research indicates that many individuals perform only slightly better than random guessing when distinguishing between real and AI-generated content. Experts warn that this lack of ability poses a significant challenge for democracy in the UK.
- ▪Approximately 74 percent of respondents were familiar with the term 'deepfake'.
- ▪Only 16 percent of participants achieved the highest scores in identifying deepfakes.
- ▪Video content was the most difficult for respondents to assess, with only 27 percent correctly identifying AI-generated clips.
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NewsUKHome NewsAverage Briton now struggles to identify deepfakes, study findsExclusive: Warning UK faces an ‘uphill battle’ as research suggests public lacks ability to identify AI-generated misinformationBryony Gooch Thursday 21 May 2026 07:00 BSTBookmarkCommentsGo to commentsBookmark popoverRemoved from bookmarksClose popover{"translations":{"comments":"Go to comments","share":"Share","copyLink":"Copy link","bookmark":"Bookmark","removeBookmark":"Remove bookmark"},"showComments":true,"showBookmark":true,"articleId":"b2979372","articleMeta":{"url":"https://www.independent.co.uk/news/uk/home-news/average-briton-struggles-identify-deepfakes-b2979372.html","title":"Average Briton now struggles to identify deepfakes, study finds"}}X under formal Ofcom investigation over ‘deeply concerning’…
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