DoubleVerify-YouGov survey shows only 41% of UK consumers confident spotting AI-generated content online

DoubleVerify Holdings, Inc.

DoubleVerify Holdings, Inc.

DV

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  • DoubleVerify research with YouGov found 92% of UK consumers see AI content making online information harder to trust.
  • Only 41% reported confidence in spotting AI-generated content, despite 81% worried about misleading AI designed to look genuine.
  • DV flagged “FanFarming,” an AI-driven sports site network of 40+ UK domains targeting football fans with fabricated quotes.
  • DV estimated the network has already reached hundreds of thousands of UK sports fans via distribution through online fan communities.


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