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GenAI Misinformation, Trust, and News Consumption: Evidence from a Field Experiment

Author

Listed:
  • Filipe R. Campante
  • Ruben Durante
  • Felix Hagemeister
  • Ananya Sen

Abstract

We study how AI-generated misinformation affects demand for trustworthy news, using data from a field experiment by a major German outlet, Süddeutsche Zeitung (SZ). Readers were randomly assigned to a treatment highlighting the challenge of distinguishing real from AI-generated images. The treatment raised concern with misinformation (0.3 s.d.) and reduced trust in news (0.1 s.d.), including SZ. Importantly, it affected post-survey browsing behavior: daily visits to SZ digital content rose by 2.5% in the immediate aftermath of the treatment. Moreover, we find that subscriber retention increased by 1.1% after five months, corresponding to about a one-third drop in attrition rate. Results are consistent with a model where the relative value of trustworthy news sources increases with the prevalence of misinformation, which may thus boost engagement with those sources even while lowering trust in news content.

Suggested Citation

  • Filipe R. Campante & Ruben Durante & Felix Hagemeister & Ananya Sen, 2025. "GenAI Misinformation, Trust, and News Consumption: Evidence from a Field Experiment," NBER Working Papers 34100, National Bureau of Economic Research, Inc.
    • Handle: RePEc:nbr:nberwo:34100
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    More about this item

    JEL classification:

    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • L82 - Industrial Organization - - Industry Studies: Services - - - Entertainment; Media
    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software

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