SURVEY | Global trust in digital identity weakens as AI fraud grows
The annual survey of more than 8,000 adults across multiple countries found that 69% of consumers now view AI-powered fraud as a greater threat to personal security than traditional identity theft.
Consumer trust in digital identity and online safety is eroding worldwide as artificial intelligence fuels more sophisticated fraud, according to the 2025 Jumio Online Identity Study released Wednesday.
The annual survey of more than 8,000 adults across multiple countries found that 69% of consumers now view AI-powered fraud as a greater threat to personal security than traditional identity theft. Nearly two-thirds said AI-generated scams, such as deepfakes and advanced phishing, are harder to detect than older methods.
Only 37% of respondents said they believe most social media accounts are authentic, while just 36% said they trust the news they see online. Deepfake awareness also remains uneven, with many consumers unsure if they could spot manipulated videos.
“As generative AI continues to lower the barrier for sophisticated scams, Jumio’s findings highlight an urgent need for businesses to rethink digital identity protection — not only to reduce fraud, but also to preserve customer trust,” said Bala Kumar, Jumio’s chief product and technology officer.
Who consumers trust
While 93% of respondents said they trust themselves most to safeguard their data, fewer placed the same confidence in government agencies (85%) or big tech firms (88%). Yet when asked who should bear responsibility for stopping AI fraud, 43% pointed to tech companies, compared to only 18% who chose themselves.
The survey also found broad support for stronger safeguards. A majority said they are willing to spend more time on identity checks in sensitive sectors, including banking (80%), government services (78%), and healthcare (76%).
“Our industry must develop the tools we need to stay ahead of the AI-fraud arms race, because traditional identity verification isn’t going to cut it anymore,” said Jumio CEO Robert Prigge. “Building a trustworthy digital world depends on strong consumer education and transparency.”
Travel, education among most exposed
In travel and hospitality, 44% of consumers said they lack confidence that services protect them against AI fraud. For the sharing economy, such as vacation rentals, skepticism was even higher, with 60% of U.S. respondents and 50% globally saying they feel unprotected.
Students emerged as both early adopters of generative AI and a group acutely aware of its risks. The study found that 70% of students have used AI tools to alter or create images, and many expect institutions to adopt stronger verification tools.
About 38% of students said they feel safer with biometric verification than passwords for online accounts, while 42% would trust their banks more if biometrics were used.
“Students understand both the power and the risks of AI, which makes them far more open to safeguards like biometric verification,” Kumar said.
The study noted that students are pushing for higher privacy standards, with 40% placing fraud-prevention responsibility on government, compared to 38% on tech companies.
Now in its fourth year, the Jumio Online Identity Study tracks consumer perceptions around digital identity, fraud, and the measures organizations take to protect data.
WATCH TECHSABADO ON OUR YOUTUBE CHANNEL:
WATCH OUR OTHER YOUTUBE CHANNELS:
PLEASE LIKE our FACEBOOK PAGE and SUBSCRIBE to OUR YOUTUBE CHANNEL.
PLEASE LIKE our FACEBOOK PAGE and SUBSCRIBE to OUR YOUTUBE CHANNEL.
