Generative AI for fraud is growing faster than expected, bringing incredible opportunities. But it also casts a long shadow over the digital landscape, particularly concerning trust and security. A new study from Jumio, the 2025 Jumio Online Identity Study, reveals a significant and concerning trend: a widespread decline in AI fraud consumer trust in digital life. This is directly attributable to the surge in AI-powered fraud and deepfakes.

A Growing Tide of Skepticism

Jumio’s comprehensive survey gathered insights from over 8,000 adults across four countries. It highlights a palpable shift in consumer sentiment. Most respondents expressed increased skepticism about online content compared to the previous year. AI-generated fraud is a primary driver of this mistrust. The concerns are broad, encompassing a variety of AI-driven tactics that are becoming increasingly prevalent:

• Fake Digital IDs: AI can generate compelling fraudulent identification.
• Scam Emails: More sophisticated and personalized phishing and scam attempts.
• Deepfake Videos: Manipulated video content designed to impersonate individuals, often for malicious purposes.
• Manipulated Social Media Content: AI-generated posts and profiles are used to spread misinformation or execute social engineering campaigns.

This erosion of consumer trust isn’t just a theoretical concern. It has real-world implications for how consumers interact with online services.

Consumers Demand Leadership and Stronger Verification

Consumers are looking for leadership amid this rising tide of AI-powered fraud and deception. The study indicates that individuals expect technology companies to lead in protecting their data from these advanced fraud techniques. This isn’t passive hope. Consumers are demonstrating a willingness to engage more deeply in security processes. Many respondents expressed readiness to spend more time on identity verification processes. This is especially true for high-stakes sectors like banking and healthcare. Here, the risk of fraud carries significant financial and personal consequences. Ultimately, restoring AI fraud consumer trust is a shared responsibility.

Jumio’s Call to Action: Modernize Defenses and Rebuild Trust

In response to these alarming findings, Jumio emphasizes the urgent need for businesses to adapt and strengthen their fraud defenses. Their recommendations are clear:

• Modernize Fraud Defenses: Businesses must move beyond outdated security measures and adopt more advanced, AI-aware fraud detection and prevention technologies.
• Proactive Security Strategies: A reactive approach is no longer sufficient. Organizations need proactive strategies that anticipate and mitigate emerging AI-driven threats.
• Prioritize Consumer Education and Transparency: Rebuilding trust requires robust security and clear communication with consumers about the risks, the measures being taken to protect them, and how they can play a role in their own digital safety.

The 2025 Jumio Online Identity Study serves as a critical wake-up call for businesses operating in the digital realm. As AI continues to evolve, so must our identity verification and fraud prevention approach. Prioritizing robust, AI-aware security measures and fostering consumer transparency will be paramount to rebuilding and maintaining trust in our increasingly digital lives. Restoring AI fraud consumer trust is vital for the future of online interactions.