Yubico
MEDIA CAMPAIGN: ELECTION SECURITY
Ahead of the 2024 U.S. presidential election, Yubico wanted to explore the topic of Artificial Intelligence and the potential impact of deepfake content.
AI and the election landscape
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The study
To measure the mood of the nation, Yubico commissioned an online study with 2,000 registered American voters. Respondents answered questions about AI, elections and cybersecurity. They were also asked to differentiate between human created and AI-generated images and audio clips. The survey was conducted by our research arm, Talker Research.
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The findings
Our research data showed that nearly half (43%) of American voters believe AI-generated content will negatively impact the outcome of 2024 elections. The study revealed not only that people are increasingly pessimistic about a political digital-verse full of deepfakes, but also that they can’t distinguish between AI-generated content and human-created content. On average, only 33% were able to correctly spot AI-generated images. When played audio, 20% were unsure if it was human or AI, while 41% believed the AI voice was authentically human.
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Activation
Yubico, in partnership with Defending Digital Campaigns utilized their research data to maximum effect. The findings formed the basis of a successful media campaign, where our team crafted and distributed a news story and visuals to the press. The client published their own articles on the subject, and shared the findings on a “Election Security” panel discussion at SXSW 2024.
Content that cuts through
Coverage highlights
We write people stories, not product promos. News copy, not press releases. Our news team craft headline-grabbing stories that earn extensive media coverage — results guaranteed.
Campaign numbers
Visual assets
See more of our client coverage here.