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Ofcom releases research into AI generated content
New research by Ofcom shows the growing impact of AI-generated content on young people and adults. The latest report reveals 43% of individuals over 16 have seen synthetic content online, with increasing use causing harm. Synthetic content, or ‘deepfakes’, includes AI-generated images, videos, text, or audio.
Key Findings:
- 43% of those aged 16+ have seen deepfakes online in the last six months, rising to 50% among children aged 8-15.
- 14% of adults who have seen synthetic content report encountering synthetic sexual content.
- Most common deepfakes among children aged 8-15 are “funny or satirical” (58%) and scam advertisements (32%).
- Only 9% of adults and 20% of children aged 8-15 feel confident in identifying deepfakes.
Synthetic Sexual Content: Ofcom’s recent research highlights the growing prevalence and impact of synthetic sexual content. One in seven users who saw any form of synthetic media also reported seeing sexual deepfakes, predominantly featuring women. Notably, 64% of sexual synthetic content involved celebrities or public figures, while 17% were believed to depict individuals under 18. Additionally, 15% said the synthetic sexual media was of someone they knew, while 6% said it depicted themselves. Adults who believe they have had synthetic sexual content of themselves shared without consent can contact the Revenge Porn Helpline for advice and support.
Synthetic Harmful Content: The latest research highlights the different ways synthetic harmful content is being used to cause harm online. Ofcom identifies how synthetic content is specifically being used to demean, defraud, and disinform. Predominantly, the research found that most synthetic harmful content was either ‘funny or satirical’ according to 8 to 15-year-olds. However, 32% also said they had encountered some form of synthetically made scam advert. Anyone over the age of 13 who has witnessed synthetic harmful content on social media platforms can use Report Harmful Content to find out more about community guidelines and reporting the content.
Learn more about synthetic media and ‘deepfakes’ at SWGfL’s Synthetic Media Hub, offering support for adults, parents & carers, and schools wanting to know more about AI-generated content.