17.03.2025 Media industry
Deepfake Blurs Truth and Falsehood. Human Perception Research
KFi
Studies indicate that only 60% of deepfake images can be correctly identified by humans. As AI begins to dominate content production, the problem of differentiation fatigue grows – users lose confidence in assessing the authenticity of information and fall into cynicism.

Researchers Qiang Liu, Lin Wang, and Mengyu Luo from the University of Science and Technology in Shanghai set out to examine how deepfake technology affects the perception of information and users` trust in media. In their article When Seeing Is Not Believing: Self-efficacy and Cynicism in the Era of Intelligent Media, published in Humanities and Social Sciences Communications, they conducted two experiments involving 1,826 participants, analyzing how cynicism toward information changes depending on users` ability to recognize AI-generated content.
The experiments revealed that:
- Individuals with low self-assessment in recognizing AI content are more likely to question the authenticity of news that is personally significant to them.
- Low-risk content paradoxically raises more skepticism than content considered high-risk.
- Users who repeatedly struggle to assess the authenticity of deepfakes lose confidence in their abilities and abandon efforts to verify information.
This phenomenon leads to the so-called "apathetic reality," where audiences choose indifference over critical thinking regarding media consumption.
Why Are We Losing Trust in Media?
The growing cynicism toward AI-generated information is not just a technological issue but also a matter of how audiences process content. Research suggests that users engage more in content analysis when they feel the topic directly affects them.
Data shows that:
Factor | Impact on AI Self-Assessment | Impact on Cynicism |
---|---|---|
High content relevance | Increased confidence | Reduced cynicism |
Low content relevance | Decreased confidence | Increased cynicism |
High-risk news | Greater inclination to verify | Lower level of cynicism |
Low-risk news | Less interest in verification | Higher level of cynicism |
The study`s authors highlight the effect of cognitive fatigue. When users repeatedly encounter situations where they cannot distinguish deepfakes from real content, they stop making an effort to check. Ultimately, instead of verifying authenticity, they begin treating all information as potentially unreliable.
What Can We Do?
Experts emphasize that the solution lies not only in developing deepfake detection technologies but also in shaping new media literacy models.
- Social media platforms should implement more advanced mechanisms for labeling AI-generated content.
- Users should be trained not only in recognizing fake news but also in consciously processing information in an era of informational chaos.
- Journalists should make greater use of content verification tools and build communication strategies based on source transparency.
Liu, Wang, and Luo`s study found that even a small increase in users` self-confidence regarding AI leads to a significant reduction in cynicism and greater engagement in content analysis. This means that education and tools supporting content verification can help audiences regain control over what they consider true.
The Future of Trust in Information
Deepfake news is a challenge we will face for years to come. In the age of artificial intelligence, it is not just technology that determines what we believe but also our ability to recognize and critically analyze content. If we do not begin developing skills to navigate the world of synthetic information, we may find ourselves in a reality where we cannot even trust what we see with our own eyes.
* * *
Article by Liu, Q., Wang, L., Luo, M. (2025) When Seeing Is Not Believing: Self-efficacy and Cynicism in the Era of Intelligent Media, published in Nature Humanities and Social Sciences Communications, available at
https://www.nature.com/articles/s41599-025-04594-5
COMMERCIAL BREAK
New articles in section Media industry
Greenwashing storms media in Poland. Business feel the impact too
BDw
A surge in media coverage reveals a new reality: ESG isn't just a corporate responsibility buzzword anymore - it's a battlefield. According to the Institute of Media Monitoring (IMM), Polish media mentioned "greenwashing" in 619 publications and "eco-hypocrisy" in another 545 in Q1 2025.
Algorithmic personalization study. Who and how understands digital media
KFi
Most internet users believe that everyone sees the same content online. Meanwhile, algorithms personalize messages so effectively that a young woman with higher education receives different information than her father. Researchers reveal who truly understands the mechanisms.
Digital media addiction. Why the brain can’t cope
KFi
Digital media can hijack the brain's reward system in ways similar to drugs and alcohol, warned psychiatrist and author Anna Lembke. She emphasized that compulsive use of digital platforms can become a serious addiction. Not just a bad habit or risky behavior.
See articles on a similar topic:
E-commerce Forecasts in Poland. Trends for 2024 and Beyond
Krzysztof Fiedorek
In 2024, e-commerce in Poland is reaching new heights, with an increasing number of consumers regularly shopping online. The report "E-shopping Habits of Poles 2024," prepared by SAMOSEO analysts, analyzes current trends and forecasts the industry's near future.
Hate speech is contagious and leads to harm [EXPERT OPINION]
Karolina Kropiwiec
‘If we are in an environment where certain groups of people are insulted, there is a high probability that we will start using such language ourselves; hate speech is contagious and its consequence is someone's harm,’ says Dr. Michał Bilewicz from the Centre for Research on Prejudice at the University of Warsaw.
Future of Public Media. Who Will Be Data Ethicists and VR Designers?
KFi
How does the future of work in media look? Here are professions that do not yet exist but will soon become essential. The report "Future Jobs at PSM: Competencies and Professions for the Media of Tomorrow," prepared by the European Broadcasting Union (EBU) and Rai Ufficio Studi, outlines key changes awaiting the public media sector in the coming years.
How Journalists Use Social Media
Bartłomiej Dwornik
Primarily, they seek inspiration from blogs and, less frequently, from Facebook. They rarely trust what they find, often approaching it with caution. Credibility does not necessarily correlate with attractiveness.