A new report launched this week by Malwarebytes, “Face value: How AI is reshaping trust, identity and scams,” reveals the hidden cost of AI to the public: increased fraud that is dismantling trust in reality and in one another.
The report surveyed 1,500 adults across the U.S., U.K., and DACH region, exploring the help, harm, and humans who “have been forced to keep up against a radical reshaping brought by AI.”
Deepfakes and voice cloning are creating trust issues
The report found that people no longer trust what they see, hear, and experience online due to AI video deepfakes and voice cloning technology. A large majority of those surveyed are worried about what and who is real and trustworthy:
- 85 percent of people said that it’s hard to differentiate a scam apart from the real thing – up from 66 percent last year.
- 88 percent said it’s becoming harder to tell what content online is genuinely human or real.
- 84 percent reported that convincing video evidence no longer feels like proof.
“Seeing more and more sophisticated fake posts on social media makes me think we’re quickly approaching a post-truth reality,” one U.S. survey respondent said.
AI-driven identity harm ranks among people’s deepest fears about AI, with 50 percent of those surveyed having experienced some form of AI fraud or scam. Exposure of these frauds and scams is highest among Gen Z at 67 percent.
Roughly 10 percent had AI-generated images of them made without consent, 19 percent have experienced some form of AI-driven identity harm (which rises to 30 percent among Gen Z respondents), and 81 percent of parents fear their children’s likeness will be stolen.
“Stepping outside to touch grass:” why people are moving away from digital experiences
Due to these fears about AI, there are indications that people are retreating from digital life, seeking more human connection. Most are just beginning their journeys in considering protective measures:
- 81 percent fear someone stealing their family’s likeness, with only 13 percent having created a family codeword to guard against it.
- 67 percent worry about voice cloning, but only 19 percent have turned off voicemail recordings to prevent it.
- 74 percent are concerned about encountering deepfakes or other AI-generated scams.
- Those in the DACH region have higher levels of institutional trust, trailing the U.S. and the U.K. across nearly all protective behaviors.
“I received a call that sounded like a familiar person, but was generated by AI,” said a DACH survey respondent. “It was very frightening. Since then, I am much more cautious with unknown numbers and no longer immediately trust voice messages.”
Further, 54 percent of respondents feel they have limited control over how AI affects their data or identity, 49 percent feel overwhelmed trying to keep up with AI risks, and only 29 percent trust AI companies not to misuse their data.
Fear does not always translate to action
While AI is redefining moral standards and concerns over AI misuse are widespread, many still support the very use cases that can become threats.
The report found that 18 percent of respondents said it’s okay to use AI to generate explicit images of someone you don’t know.
Additionally, 1 in 3 daily AI users said it’s okay to generate explicit images of someone without their consent, and 32 percent said it’s okay to use AI to imitate their voice and/or appearance as long as it is for personal use.
Despite concerns about AI misuse, the survey indicates that people feel two ways about AI simultaneously.
“I think AI can be used for good, but we need regulations on it,” said a U.S. survey respondent.
Nearly half (42 percent) hold both positive and negative feelings about AI. This segment of those surveyed feels there are real benefits to AI use, but also real risks.
A larger portion of those surveyed is wary of the impact AI will have on future generations. Four in five worry about its impacts on future generations.
“In just a few years, the public has flocked to AI’s infinite answer machine,” the survey states. “The one question people still don’t have an answer for is how to stay safe from its impact. Many have chosen digital retreat – an understandable, but imperfect solution. The internet now requires assistance. We hope people know it’s safe to ask.”