Deepfakes are distorting this year’s Victorian election. We found out who’s most susceptible to them

By Rory Mulcahy, Associate Professor of Marketing, University of the Sunshine Coast
Aimee Riedel, Senior Lecturer in Marketing, Griffith University
Asha Worsteling, PhD Student, The University of Queensland; Griffith University
Lucas Whittaker, Lecturer in Marketing, Swinburne University of Technology
Renee Barnes, Associate Professor of Journalism, University of the Sunshine Coast

The Victorian election is still months away, yet voters are already being shown events which never happened. A machete attack at a petrol station, a woman giving birth on the roadside, floodwater pouring down the steps of parliament: all “deepfakes” generated by artificial intelligence (AI), and all reportedly appearing as paid advertising ahead of voters going to the polls.

Previously described as a potential “

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