Variety & Open AI
AI

We’ve long led on AI’s impact, with our research gaining major media attention

Challenge

As generative AI tools like OpenAI’s Sora and ChatGPT gained visibility,Variety magazine sought to understand how well Americans could distinguish between human-created and AI-generated content. The goal was to uncover public sentiment and trust toward AI technologies across everyday uses.​

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1,000

U.S. adults surveyed nationwide, balanced by key demographics

63%

Misidentified at least 5 of 8 AI-generated videos as real

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1B+

Estimated media impressions from coverage led by Variety

Approach

HarrisX conducted a nationally representative survey of 1,000 U.S. adults, analyzing results by key demographics. The study explored reliability, effectiveness, and trust in AI video and chat tools. Participants were shown a series of videos and asked to identify whether they were AI- or human-generated.​

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Result

The study made headlines with a powerful takeaway: most U.S. adults misidentified 5 of 8 videos. This insight not only revealed a major gap in public understanding but positioned Variety at the forefront of the AI discourse with exclusive data and national media traction.​

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