Americans can’t spot a deepfake, and that’s a business crisis, not just a consumer problem

Presented by Veriff Americans can’t reliably distinguish real from AI-generated content, and that’s not just a media literacy problem; it’s a direct threat to how businesses verify identity online. New research finds that while many people are aware of deepfakes, their ability to distinguish them from reality is barely better than a coin flip. A 2026 survey conducted by Veriff and Kantar among 3,000 respondents in the United States, the United Kingdom, and Brazil shows Americans scoring just 0.0