Growing Concerns About Misinformation's Impact on Elections: Adobe Report

New Adobe study finds that Indians believe misinformation and harmful deepfakes will influence future elections.

New Update

Adobe's latest study delves into the burgeoning concerns surrounding misinformation and its potential ramifications on electoral processes. The study, conducted in India, sheds light on the growing apprehensions among Indians regarding the influence of misinformation and deceptive deepfakes on future elections. 


In a survey encompassing over 2,000 participants, Adobe sought to gauge public sentiment towards encountering misinformation online and the perceived impact of generative AI. Released under Adobe's initiative for Responsible Innovation, the study underscores the need for understanding public perceptions regarding the societal implications of generative AI and misinformation, particularly within the context of India's ongoing elections.

Among the key takeaways, the study underscores a strong demand from consumers for tools enabling the verification of digital content's trustworthiness. Furthermore, it emphasizes the pressing need for proactive measures to counteract misinformation's potential to undermine the integrity of electoral processes in the nation.

Prativa Mohapatra, Vice President & Managing Director of Adobe India, highlights the dual nature of generative AI as a transformative technology with both creative potential and societal implications. Mohapatra stresses the importance of media literacy initiatives to educate consumers about the dangers posed by deepfakes and to equip them with the means to discern factual content from falsehoods. With elections underway, Mohapatra advocates for the adoption of protective technologies like Content Credentials to rebuild trust in the digital realm.

Key findings from the study include:

- Misinformation emerges as a significant societal threat, potentially eroding trust in platforms where it proliferates.

- The study reveals that 81% of Indians harbor concerns about the possibility of online content being manipulated to propagate misinformation. Similarly, an equal percentage express difficulty in verifying the trustworthiness of the content they encounter online.

- Misinformation concerns prompt 45% of Indians to limit or cease their use of specific social media platforms.

- Amidst declining trust in digital content, a substantial majority (86%) of Indians foresee misinformation and harmful deepfakes influencing future elections.

- A notable 82% of respondents believe that election candidates should be restricted from employing generative AI in their promotional material in the absence of robust verification tools.

- Nearly all Indians (94%) advocate for collaborative efforts between governments and technology companies to safeguard election integrity against the adverse impacts of deepfakes and misinformation.

- The study underscores the significance of media literacy skills in discerning the authenticity of online content, with 92% of Indians stressing the importance of having access to verification tools.

- Additionally, there is widespread agreement (93%) on the importance of identifying AI-generated content, with 94% advocating for the inclusion of media literacy education in school curricula to address concerns about misinformation's effects on children.