New research from Jumio has revealed that consumers continue to overestimate their ability to spot deepfakes and are calling for more government regulation of AI.
Jumio, a leading provider of automated, AI-driven identity verification, risk signals, and compliance solutions, has released the Jumio 2024 Online Identity Study, which highlights consumer concerns about generative AI and deepfakes, citing potential risks of increased cybercrime and identity fraud.
The study involved over 8,000 adult consumers in the United Kingdom, United States, Singapore, and Mexico. Results show that 72% of consumers worry about falling victim to deepfake scams, with only 15% claiming to have never encountered a deepfake video, audio, or image. Additionally, 60% reported encountering a deepfake within the past year.
Despite concerns, consumers tend to overestimate their ability to detect deepfakes, with 60% believing they can spot them, up from 52% in 2023. Men, particularly those aged 18-34, were more confident in their detection abilities compared to women. Stuart Wells, Jumio’s chief technology officer, emphasizes the need for public education and advanced technology solutions to combat identity fraud.
A majority (60%) of consumers advocate for more governmental regulation of AI to address these issues. Trust in government regulation varied globally, with Singapore showing the highest trust levels (69%) compared to the UK (26%), the US (31%), and Mexico (44%).
The Impact of Online Fraud
Fraud remains a prevalent issue globally, with 68% of respondents reporting direct or suspected experiences of online fraud or identity theft, or knowing someone affected. U.S. consumers were most likely to be direct victims of fraud, while Singapore reported the highest rate of knowing a victim.
While some see fraud as a minor inconvenience, others face significant problems and hours of administrative work to resolve it. Consumers express daily worries about data breaches and account takeover attacks.
Enhancing Identity Verification
Identity verification plays a crucial role in enhancing security measures for companies and ensuring genuine user interactions. Consumers are willing to spend more time on identity verification if it enhances security measures across various industries. In fact, they see taking a picture of their ID and a live selfie as the most accurate form of verification.
Philipp Pointner, Jumio’s chief of digital identity, stresses the importance of incorporating sophisticated security systems, such as biometric-based verification, to counter emerging online threats like deepfakes and cyber deception.
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