04/18/2024 | Press release | Distributed by Public on 04/18/2024 01:01
SAN JOSE, Calif. - Apr. 18, 2024- Today, Adobe (Nasdaq: ADBE) released findings of its inaugural Future of Trust Study, which surveyed over 6,000 consumers across the U.S., U.K., France and Germany about their experience encountering misinformation online and concerns about the impact of generative AI. Tied to its work on Responsible Innovation, Adobe commissioned the study to understand public perceptions and sentiment about the societal impact of generative AI and misinformation, including its implications within the context of global elections this year. Among the findings, the study highlights strong desire from consumers to have tools to verify the trustworthiness of digital content and the urgent need for proactive measures to address misinformation's potential impact on election integrity globally.
"We are all excited about the power of generative AI to transform creativity and productivity," said Dana Rao, executive vice president, General Counsel and Chief Trust Officer, Adobe. "As a leader in commercially deploying AI technology, we have long considered its implication in society. As the results of this study clearly show, it is critical that we educate consumers about the dangers of deepfakes and provide them with tools to understand what is true. With elections coming, now is the time to adopt protective technologies like Content Credentials to help restore trust in the digital content we are consuming."
Key findings of the study include:
Misinformation is regarded as one of the biggest threats facing society - a concern that may be eroding trust in certain platforms where misinformation is spread.
Amidst a climate of eroding trust in digital content, consumers are concerned about protecting election integrity.
Most people consider the credibility of a source before sharing content but believe that having the tools and media literacy skills to verify whether a content is true is important.
See here for a comprehensive analysis of study data broken down by region: U.S., U.K., France, and Germany.
Methodology
Adobe collaborated with Advanis to collect 2,012 responses from U.S., 2,002 responses from U.K., 1,043 responses from France and 1,020 responses from Germany; all survey respondents were 18 and older. Data was collected from an opt-in non-probability sample provider in March.
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