AI Content Watermark Perception & Trust Survey

Welcome! Thank you for taking part in this short, anonymous survey (approximately 10 minutes). We are studying how people perceive content labeling signals online. There are no right or wrong answers — we are interested in your honest opinions. Your responses are confidential, will be reported only in aggregate, and used for research purposes. Participation is voluntary, and you may skip any question or stop at any time.

In the past 30 days, where have you encountered AI-generated content (text, images, or video)? Select all that apply.

• Social media feeds
• News websites or apps
• Short-video platforms (e.g., TikTok, Reels)
• Image galleries or generators
• Messaging apps
• Search results
• Online ads
• Streaming platforms
• None of the above

Before today, how familiar were you with labels or watermarks that indicate how online content was created or edited?

• Very familiar
• Somewhat familiar
• Heard of the idea but not the term
• Not at all familiar

For this survey, an AI content watermark is an embedded signal or visible label that indicates how content was created or edited (for example, with an AI tool). It can help people and platforms verify the origin of content and detect manipulations.

Overall, how useful do you think AI content watermarks would be for everyday internet users?

How acceptable is it for platforms (e.g., social media, news sites) to display a label when a watermark indicating AI involvement is detected?

If a news article included a clear watermark showing it was written by a human journalist, how much would your trust in that article change?

If a social media post included a clear watermark showing it was AI-generated, how much would your trust in that post change?

If a product image on an online store included a clear watermark showing it was AI-generated, how much would your trust in that image change?

Imagine you are shopping online and a product image displays an AI watermark. How likely would you be to purchase that product?

If you saw a watermark indicating AI involvement on a piece of content, how might your behavior change? Select all that apply.

• Pay closer attention to details
• Be more skeptical of claims
• Ignore the watermark
• Avoid sharing the content
• Report suspicious posts
• No change

Which of the following watermark-related features would you support on major platforms? Select all that apply.

• Always-visible badge on content
• Click to view detailed provenance information
• Hidden but verifiable watermark
• Automatic platform labeling when AI is detected
• No labeling of AI content
• Unsure

Please rank the following concerns about AI-generated content from most concerning (1) to least concerning (6).

1. Misinformation and false claims
2. Deepfakes and impersonation
3. Copyright and ownership issues
4. Privacy risks
5. Spam and flooding of low-quality content
6. Bias or discrimination

Please rank the following outcomes you most want AI watermarks to support, from highest priority (1) to lowest priority (6).

1. Easier source verification
2. Detecting edits or manipulation
3. Clear labeling for users
4. Platform accountability
5. Creator attribution
6. Age-appropriate or sensitive-content flags

Based on your responses in this survey, what would make AI content watermarks more useful or trustworthy to you? Please share any additional thoughts in 1–2 sentences.

We'd like to explore your thoughts on AI content watermarks in a bit more depth. An AI moderator will ask you a couple of follow-up questions based on your earlier responses.

What is your age group?

• 18–24
• 25–34
• 35–44
• 45–54
• 55–64
• 65+

How do you describe your gender?

• Man
• Woman
• Non-binary
• Prefer not to say

In which region do you currently live?

• Africa
• Asia
• Europe
• North America
• South America
• Oceania
• Middle East
• Prefer not to say

What is the highest level of education you have completed?

• Less than high school
• High school or equivalent
• Some college / Associate degree
• Bachelor's degree
• Master's degree
• Doctorate / Professional degree
• Prefer not to say

What is your current employment status?

• Employed full-time
• Employed part-time
• Self-employed
• Student
• Homemaker
• Retired
• Unemployed
• Prefer not to say

Thank you for completing this survey! Your responses have been recorded and will be used for research purposes only. We appreciate your time and insights.