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

A Veriff-Kantar survey of 3,000 people in the U.S., U.K., and Brazil found Americans were only slightly better than random at spotting deepfakes.

Low familiarity with AI-generated content, combined with high confidence, creates a major security gap for online services.

The findings raise fraud and identity-verification risks for businesses that rely on photos or video to confirm users’ identities.

Companies may need stronger automated verification tools as synthetic identity fraud becomes harder for people to detect.