Repeated exposure to deepfakes makes you more likely to believe it: Study

According to a false video generated using artificial intelligence (AI) that went viral on social media, American media personality Kim Kardashian manipulates people online for money, and you are more likely to believe this if you come across the same video again online, according to a multi-country study by NTU Singapore.

Through an international study of 8,070 study participants, the NTU team found that those who had seen this viral deepfake of Kim Kardashian on social media prior to the study were more likely to believe the claim made in the video when exposed to it again.

The same effect was replicated when the study participants from Singapore, China, Indonesia, Malaysia, the Philippines, Thailand, the United States, and Vietnam were shown viral deepfakes of three other well-known figures as part of the study: Facebook founder Mark Zuckerberg, Russian president Vladimir Putin, and actor Tom Cruise.

The NTU scientists also looked at the national differences in the perceived believability of deepfakes. They found that respondents in Singapore were the least likely to be deceived by deepfakes among the eight countries, followed by Vietnam and the Philippines.