Study shows many struggle to identify deepfakes as AI advances
Study shows many struggle to identify deepfakes as AI advances
https://kutv.com/news/local/study-shows-many-struggle-to-identify-deepfakes-as-ai-advances
Publish Date: 2026-05-08 00:22:00
Source Domain: kutv.com
SALT LAKE CITY (KUTV) — Knowing what to trust online is becoming more difficult as artificial intelligence makes it easier to create convincing fake videos and images, experts say. As a result, more people are struggling to tell what’s real and what isn’t.
Edie Archuleta says she encounters questionable content frequently and approaches what she sees online with caution.
“All the time, constantly,” she said. “You just don’t know if it’s real or if it’s fake or if it’s too good to be true.”
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She’s not alone. Others say identifying false content isn’t always straightforward.
Experts point to artificial intelligence as a major driver behind the surge in misleading or fabricated media.
“Deepfakes and AI have gotten to a point where it’s hard to detect,” said Maliq Rowe, an emerging technology student at Utah Valley University. He added that research shows only about 50% to 55% of people can accurately identify a deepfake, a number he expects to decline as the technology improves.
The implications extend beyond social media feeds. Brandon Amacher, who leads out on research into technology and national security, said people tend to trust information delivered through deepfakes nearly as much as content from real people.
“There really is no difference anymore in how trustworthy, knowledgeable or credible people view the information if it’s conveyed via deepfake than if it’s conveyed by a real person,” Amacher said. “The effect is essentially the same.”
He warned that such content can deepen divisions.
“It’s something that is being used to drive division within the country and worldwide,” Amacher said. “If we can’t even agree on a common set of facts, there’s no healthy civic discourse.”
Not all misleading content is politically motivated. Some is created simply to generate views and revenue.
“They’re not always scams. A lot of times it’s just for the content creator to make money,” said…
