The Worldwide Independent Network of MR (WIN), leading global association of independent market research and polling firms, has released new findings from its Worldviews Survey (WVS). This year’s survey captures the perspective and beliefs of around 35,000 individuals across 40 countries. As we mark this year’s Media Literacy Week, the latest findings reveal high levels of concern that artificial intelligence (AI) could create and spread false information, highlighting the growing importance of media literacy in helping people navigate today’s complex information landscape.
Global divide emerges as nearly half the world fears AI-driven misinformation
Nearly half of the global population (45%) say they are very concerned (level of agreement with the statement: 8+9+10) that artificial intelligence will create and spread false information, while an additional 42% are somewhat concerned (level of agreement: 4+5+6+7). This concern is consistent amongst men and women, but it rises notably with age and education level.
Amongst those with a Master’s or PhD, 49% report being very concerned about AI misinformation, compared to just 33% amongst people with a basic education. Concern also intensifies with age – 39% of young people express high concern, rising steadily to 54% among those aged 65 and over. These patterns suggest that greater awareness and exposure to media ecosystems heighten people’s perception of AI-related risks.
However, perceptions differ sharply across regions. In Africa and Asia, where technological optimism remains strong, people express significantly lower levels of concern compared to Europe and North America. China (21%), Vietnam (23%), and Côte d’Ivoire (26%) record the lowest levels of apprehension, while Finland (59%), Sweden (58%), Canada (57%), and Ireland (56%) are amongst the most worried.
People are aware but unevenly prepared for the new AI information landscape
There is no doubt that artificial intelligence has become deeply embedded in daily life, shaping how people work, learn, interact online, and consume media. Findings from the 2025 WVS reveal that 87% of people globally are very concerned + somewhat concerned about AI misinformation. However, the significant regional differences highlight an uneven level of awareness and preparedness across the world. In other words, while most people recognise the risks, the global population remains unevenly equipped to navigate an AI-driven information landscape.
As public concern grows, governments, media organisations, and technology leaders must take action to promote AI transparency and accountability. Yet policy alone will not be enough: building stronger foundations in media literacy, starting from an early age and for adults just learning about AI, will be essential to help people assess the information they encounter critically. In the age of AI, education may be our best algorithm for keeping the truth front and centre.
Richard Colwell, President of WIN International Association, said:
“AI is transforming how people access and understand information, but our ability to keep up with it is far from equal. These findings show that while concern about AI misinformation is high, this is not always the case around the world. To ensure truth remains at the centre of our information ecosystem, we must invest in media literacy and empower people, from schoolchildren to seniors, to question, verify, and think critically in an AI-driven world.”