More than half of Italians admit: an AI-generated image has already been mistaken for a real photo, and people no longer trust what they see

According to a recent study conducted by MPB, one of the largest online platforms for buying and selling used photographic equipment, the perceived realism of images in Italy is facing a significant backlash.

The line between what has been captured by a lens and what has been synthesized by an algorithm is now so blurry that over half of the population, precisely 55%, admits to having already fallen for it, mistaking an AI-generated image for a genuine photograph.

Real photo or AI? Italians no longer trust what they see

The data emerging from the report on trust and transparency in AI paint a picture of widespread uncertainty across the country. Although technology is now ubiquitous, only a small minority of Italians, amounting to 26%, feel confident in their ability to distinguish artificial content from real.

This confusion is not without consequences for the market and business communication. The finding that a brand uses artificial intelligence instead of traditional photography, perhaps without openly stating it, is perceived as a breach of consumer trust.

The survey indeed shows that almost half of respondents tend to trust less in a company that replaces real shots with algorithmic processing, while one in five consumers ends up completely losing any regard for the brand.

The use of these technologies in place of traditional stock images is considered misleading by 63% of the sample, a figure that signals authenticity is not considered an accessory detail, but a fundamental value in the user-content relationship.

The call for transparency and ethical concerns

In the face of this difficulty in distinguishing, the response of the Italian public is clear: clarity is needed. An overwhelming majority of the 74% calls for the introduction of mandatory labeling that identifies without ambiguity the AI-generated content.

The main fear is that the absence of rules makes impossible to trust what is seen online, opening the door to disinformation and visual manipulation.

Concerns are not limited to the realm of truthfulness, but also involve the ethical and creative fields. Although training algorithms on copyright-protected images is tolerated by more than half of Italians (provided it occurs with prior consent), 70% consider it morally unacceptable that artificial intelligence be used to replicate the unique style of a human artist.

To this is added a perhaps surprising figure for many observers: environmental awareness. Fully 77% of respondents say they are concerned about the ecological impact of these technologies, referring to the enormous energy and resources required to power the servers that generate and process these data flows.

The end of the novelty effect and the return to the real

Analyzing online search trends and sentiment on social media, MPB’s study reveals an interesting phenomenon: the initial enthusiasm for image generators seems to have faded.

Searches for terms related to AI-based visual creation tools are down, while there is stability, and in some cases growth, in interest in traditional photography and physical cameras. This suggests that saturation of synthetic content, often repetitive and devoid of real lived experience, is pushing people to reconsider the importance of the human element.

In regions like Sicily and Emilia-Romagna, skepticism is particularly marked, with a high percentage of negative opinions tied to the cultural credibility of synthetic images. Real photography, with its imperfections and its ability to document a moment that cannot be repeated, is regaining value precisely because of its scarcity in a sea of artificial content.

As highlighted by Sophie Collins of MPB, trust remains an intrinsically human quality and transparency is no longer an optional choice, but an essential requirement for anyone who wants to maintain credibility in the near future.