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<p>Generative Artificial Intelligence (AI) is advancing swiftly, bringing significant benefits to society alongside presenting, at the same time, unforeseen potential risks. The emergence of deepfakes and biased methods of information production is changing information use and acceptance in society. Deepfake production results in misinformation, further advances the digital divide in society and demonstrates how digital manipulation can deceive the public in the age of social media. The consequences are visible in the prevalence and growth of misinformation using deepfakes among other forms of health misinformation. Consideration should be given to strengthening public resilience against digitally manipulated health misinformation. This health threatening context forms the backdrop for this review study, which extends the UTAUT’s approach to reinterpret and better understand how advanced technologies are blurring the line between fact and fiction. The findings indicate challenges related to accessing appropriate information and acquiring a high-level of literacy around digital technology, resulting in people accepting deepfakes and misinformation because of a lack of relevant knowledge and skills to validate the authenticity of digital information. The study fosters a nuanced understanding by offering valuable insights for shaping effective responses and policies in the critical area of health information and its intersection with new digital technologies. The synthesis of these insights contributes to a comprehensive discussion on the broader implications of deepfakes for both health emergencies and health management in general, proposing directions for future research and policymaking. The research underscores the need for a better understanding of the implications of deepfake technology and health misinformation on society which in turn needs to be prepared and educated about deepfakes so as to bridge the digital divide and counter against the negative impacts of digitally manipulated health misinformation.</p>

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Extending the Unified Theory of Acceptance and Use of Technology (UTAUT) to address deepfake health misinformation

  • 期刊论文

  • 出版模式：

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  • 发表日期：

    2026年5月9日

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  • Walter Matli

摘要

Generative Artificial Intelligence (AI) is advancing swiftly, bringing significant benefits to society alongside presenting, at the same time, unforeseen potential risks. The emergence of deepfakes and biased methods of information production is changing information use and acceptance in society. Deepfake production results in misinformation, further advances the digital divide in society and demonstrates how digital manipulation can deceive the public in the age of social media. The consequences are visible in the prevalence and growth of misinformation using deepfakes among other forms of health misinformation. Consideration should be given to strengthening public resilience against digitally manipulated health misinformation. This health threatening context forms the backdrop for this review study, which extends the UTAUT’s approach to reinterpret and better understand how advanced technologies are blurring the line between fact and fiction. The findings indicate challenges related to accessing appropriate information and acquiring a high-level of literacy around digital technology, resulting in people accepting deepfakes and misinformation because of a lack of relevant knowledge and skills to validate the authenticity of digital information. The study fosters a nuanced understanding by offering valuable insights for shaping effective responses and policies in the critical area of health information and its intersection with new digital technologies. The synthesis of these insights contributes to a comprehensive discussion on the broader implications of deepfakes for both health emergencies and health management in general, proposing directions for future research and policymaking. The research underscores the need for a better understanding of the implications of deepfake technology and health misinformation on society which in turn needs to be prepared and educated about deepfakes so as to bridge the digital divide and counter against the negative impacts of digitally manipulated health misinformation.