2024 Telesign Trust Index Reveals the Importance of Trust in the AI Era
June 25 2024 - 8:30AM
Business Wire
Survey reveals consumer uncertainty over AI’s
impact on digital privacy, fear for how AI-generated content could
impact upcoming elections
Telesign, the leading provider of customer identity and
engagement solutions, today released the first set of data from its
2024 Trust Index Report, revealing artificial intelligence’s
(AI) profound impact on trust in the digital world. The report
highlights consumer concerns and uncertainty about how AI is being
deployed, particularly regarding digital privacy, and emphasizes
the need for ethical AI and machine learning (ML) use to combat
fraud, hacking, and misinformation (aka “AI for good”). With a
record number of voters heading to the polls in 2024, it also
explores consumer attitudes about the potential misuse of AI that
could undermine election confidence.
“The emergence of AI over the past year has brought the
importance of trust in the digital world to the forefront,” said
Christophe Van de Weyer, CEO of Telesign. “As AI continues to
advance and become more accessible, it is crucial that we
prioritize fraud protection solutions powered by AI to protect the
integrity of personal and institutional data—AI is the best defense
against AI-enabled fraud attacks. At Telesign, we are committed to
leveraging AI and ML technologies to combat digital fraud, ensuring
a more secure and trustworthy digital environment for all.”
AI & Fraud
The rise of AI is magnifying the importance of trust in
business. Nearly all Americans (87%) believe brands are responsible
for protecting users’ digital privacy. Yet, when it comes to their
perception of AI’s impact on their digital privacy, there is a
surprising level of ambivalence with 44% of U.S. respondents
believing AI/ML will have no difference on their susceptibility to
digital fraud. This comes amidst a backdrop of rising account
takeover attempts and other fraud attacks fueled by generative
AI.
AI & Elections
In a year when more voters than ever before will head to the
polls—representing a combined population of about 49% of the people
in the world—fear over how AI could impact confidence in elections
is high. 72% of voters worldwide fear AI-generated content will
undermine upcoming elections in their country. In the U.S., which
is set to hold its presidential elections this November, 45% of
respondents report seeing an AI-generated political ad or message
in the last year, while 17% have seen one sometime during the last
week.
AI & Deepfakes
What’s more, 75% of U.S. respondents believe misinformation has
made election results inherently less trustworthy. In particular,
81% of Americans fear that misinformation from deepfakes and voice
clones is negatively affecting the integrity of their elections.
Fraud victims are more likely to believe they have been exposed to
a deepfake or clone in the past year (21%).
The Trust Index underscores the urgent need for businesses,
governments, and individuals to prioritize trust and security in
the digital world. With the rapid advancement of Generative AI
fueling alarming fraud trends such as an increase in account
takeover attempts, it is essential that businesses use technology
like AI for good to stop fraud attempts in their tracks. Despite
advances in detecting and removing deepfakes, distribution of
AI-generated content via fake accounts remains a key challenge. A
critical way for businesses to stop the spread of fake accounts and
deepfakes is to implement secure protocols for proving users are
real.
Telesign connects, protects, and defends companies, customers,
and the digital interactions between them. Harnessing intelligence
from more than 2,200 digital identity signals, Telesign’s AI models
empower companies to transact with their customers free of fear,
enabling the promise of the digital economy. Telesign helps its
customers prevent the transmission of 30+ million fraudulent
messages each month and protects 1+ billion accounts from takeovers
every year.
Methodology:
This Telesign Trust Index Survey was fielded online and reached
a total of n=1,000 completions in each market. Those surveyed were
adults across the United States, United Kingdom, Singapore, and
Brazil aged 18+; a subset of which have been victims of digital
fraud within the past three years. The survey was fielded between
March 11 – April 6, 2024. The margin of error is +/- 3.1 percentage
points for each market.
This is the first of three Telesign Trust Index data releases in
2024. To download the latest Trust Index report, click here.
About Telesign
Telesign, a part of the Proximus Group, provides Continuous
Trust™ to leading global enterprises by connecting, protecting, and
defending their digital identities. Telesign verifies over five
billion unique phone numbers a month, representing half of the
world’s mobile users, and provides insights into the remaining
billions. The company’s powerful machine learning and extensive
data science deliver identity risk recommendations with a unique
combination of speed, accuracy, and global reach. Telesign
solutions provide fraud protection, secure communications, and
enable the digital economy by helping companies and customers to
engage with confidence.
Learn more at www.telesign.com and follow us on X, formerly
known as Twitter, at @Telesign.
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version on businesswire.com: https://www.businesswire.com/news/home/20240625025840/en/
Lauren Ward, Director, Global Public Relations Telesign
lward@telesign.com +1 310-227-9801