What would you trade for a technology that can do almost anything? For many people, the answer is clear: Everything they thought they could trust.

In a few, short years, Artificial Intelligence (AI) tools have granted people unfettered access to easier writing, faster image generation, quicker coding, and near-instantaneous answers, advice, and information—advantages they value and want. But the same tools that can spruce up a dating profile or reimagine an old photograph can also manipulate the broader world online, and people are noticing.

According to new research from Malwarebytes, 88% of people said it’s becoming harder to tell what content online is genuinely human or real, with 84% saying that “convincing video evidence” no longer feels like proof. Further, 85% said it can be hard to tell scams apart from the real thing—a major uptick from the 66% who said the same thing last year.

These are the first signs of AI’s counterfeit world. Replete with fake websites, fake products, fake videos, fake pictures, fake voices, and even fake people, it is threatening to swallow the web.

The latest report from Malwarebytes, “Face value: How AI is reshaping trust, identity, and scams” exposes the hidden cost of AI on the public: an excess of fraud that is dismantling trust in reality and in one another.

The damage arrives in large moments and small, from the US parent who said they “received a voicemail that sounded exactly like my son’s voice, saying he was in trouble and needed money for legal fees,” to the two entirely unrelated respondents fooled by the same AI-generated video of rabbits bouncing on a trampoline, to the individual worried about “my grandfather showing me AI slop and he thought it was real.”

For this research, Malwarebytes surveyed 1,500 adults aged 18 and older across the US, UK, Austria, Germany, and Switzerland about their uses, feelings, and concerns regarding AI. The sample was equally split for gender with a spread of ages, geographical regions, and race groups, and weighted to provide a balanced view.

The complete findings can be found in the full report:

Here are some of the key takeaways and findings:

• 88% said it’s becoming harder to tell what content online is genuinely human or real
• 84% said convincing video evidence no longer feels like proof 
• 85% of people said it’s hard to tell a scam from the real thing (up from 66% last year)
• 50% have experienced some form of AI fraud or scam, such as being misled by AI-generated photos of products or receiving a highly personalized scam message
• 19% have specifically experienced some form of AI-driven identity harm, including the 10% who have had someone use AI to generate sexually explicit content of them without permission
• 81% fear someone stealing their family’s likeness, yet only 13% have created a family codeword to guard against it
• 67% worry about voice cloning, yet only 19% have turned off voicemail recordings to prevent it
• 45% say it’s okay to use AI for personal emotional tasks (like writing wedding vows or a eulogy)
• 34% say it’s okay to use AI to help create or improve a dating profile
• One in three self-avowed daily users of AI said it’s okay to generate explicit images of someone without their consent 

Defeat would be the wrong lesson to take from all this. It is true now that the internet requires assistance, but there are plenty of safe places to seek help.

While Malwarebytes works to provide new tools, we’d like to remind both the AI anxious and the eager about the first rule of the internet: Remember the human. People’s voices, bodies, choices, and agency belong to them and them alone. 

As for every fake video, product, website, and image, understand that there’s help. No one needs to navigate an artificial internet alone. Whether through scam detection, identity protection, and simple awareness, people have more options than they may realize.