Deepfaked online content is highly effective in manipulating people’s attitudes and intentions

In recent times, disinformation has spread rapidly through social media and news sites, biasing our (moral) judgements of other people and groups. “Deepfakes”, a new type of AI-generated media, represent a powerful new tool for spreading disinformation online. Although Deepfaked images, videos, and audio may appear genuine, they are actually hyper-realistic fabrications that enable one to digitally control what another person says or does. Given the recent emergence of this technology, we set out to examine the psychological impact of Deepfaked online content on viewers. Across seven preregistered studies (N = 2558) we exposed participants to either genuine or Deepfaked content, and then measured its impact on their explicit (self-reported) and implicit (unintentional) attitudes as well as behavioral intentions. Results indicated that Deepfaked videos and audio have a strong psychological impact on the viewer, and are just as effective in biasing their attitudes and intentions as genuine content. Many people are unaware that Deepfaking is possible; find it difficult to detect when they are being exposed to it; and most importantly, neither awareness nor detection serves to protect people from its influence. All preregistrations, data and code available at osf.io/f6ajb.