Deepfake Literacy & Authenticity Signal Trust Survey

Welcome and thank you for your interest in this study. This survey explores your experiences with digital media and content verification. It should take approximately 6–8 minutes to complete. Your participation is entirely voluntary, and you may stop at any time. There are no right or wrong answers — we are interested in your honest opinions. All responses are confidential and will be reported only in aggregate. By proceeding, you confirm that you are 18 years or older and consent to participate.

How familiar are you with the term "deepfake"?

In the last 12 months, have you seen content you suspected might be a deepfake?

• Yes
• Not sure
• No

Approximately how many times have you encountered suspected deepfake content in the last 12 months?

• 1–2 times
• 3–5 times
• 6–10 times
• 11–20 times
• More than 20 times
• Not sure

In which of the following formats have you encountered suspected deepfake content? Select all that apply.

• Video of a person speaking
• Audio or voice-only clip
• Images or photos
• Text-based chat or transcripts
• News or article screenshots
• Not sure
• Other (please specify)

How confident are you in your ability to identify deepfake content?

Which of the following content authenticity indicators have you noticed online? Select all that apply.

• Verified account or badge on social platforms
• Platform labels such as "AI-generated" or "synthetic"
• Visible watermark or authenticity icon on media
• Content Credentials or provenance labels (e.g., C2PA)
• "About this image" or metadata information panel
• Device secure-capture mode (e.g., in-camera signing)
• None of the above
• Other (please specify)

How much would you trust a verified account or badge shown on a piece of content?

How much would you trust a platform label such as "AI-generated" or "synthetic" shown on a piece of content?

How much would you trust a visible watermark or authenticity icon shown on a piece of content?

How much would you trust Content Credentials or provenance information (e.g., C2PA) shown on a piece of content?

How much would you trust an "About this image" or metadata information panel shown alongside a piece of content?

Please rank the following authenticity signals from most to least credible in your view.

1. Verified account or badge
2. Platform label: "AI-generated" or "synthetic"
3. Visible watermark or authenticity icon
4. Content Credentials or provenance label
5. "About this image" or metadata panel

If a video displayed a visible authenticity watermark, how likely would you be to share it with others?

If a platform labeled a piece of content as "synthetic" or "AI-generated," what would you most likely do?

• Keep watching as usual
• Read the description or source details
• Check comments or fact-checks
• Report the post
• Avoid sharing it
• Unfollow or mute the account
• No change in behavior
• Other (please specify)

When deciding whether to trust a piece of online content, rank the following factors from most to least important to you.

1. Source reputation (publisher or creator)
2. Verified account or badge
3. Visible watermark or authenticity icon
4. Content Credentials or provenance label
5. Consistency with other sources I have seen
6. Personal familiarity with the speaker or creator
7. Quality of evidence shown in the content

In a few words, what concerns you most about deepfakes?

We would like to explore your thoughts on deepfakes and content authenticity a bit further. An AI moderator will ask you a couple of follow-up questions.

Based on your responses in this survey, is there anything else you would like to share about how you assess whether online content is real or AI-generated?

What is your age group?

• 18–24
• 25–34
• 35–44
• 45–54
• 55–64
• 65 or older
• Prefer not to say

What is your gender?

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

In which country do you currently reside?

• United States
• United Kingdom
• Canada
• Australia
• India
• Germany
• France
• Brazil
• Nigeria
• South Africa
• Other (please specify)
• Prefer not to say

What is the highest level of education you have completed?

• Less than high school
• High school or equivalent
• Some college or associate degree
• Bachelor's degree
• Postgraduate degree
• Prefer not to say

What is your current employment status?

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

Thank you for completing this survey. Your responses will help advance research on content authenticity and digital media literacy.