The case involving the firm Wedgewood Polls threatens to erode trust in independent pollsters in an already hyperpolarized political climate, particularly as political pundits voice concern that fast-evolving AI tools are making it easier to fabricate results.
The case came to light earlier this week after polling aggregator FiftyPlusOne contacted Wedgewood as part of an investigation into the firm's surveys.
Wedgewood responded with a statement on X admitting that "most" of its data had been made up.
It said the firm had been experimenting on how easy it could be for "an entirely fabricated polling firm to gain traction" and "be taken seriously."
It turns out that Wedgewood, whose X account has since been taken down, was indeed taken seriously.
Michigan Senate candidate Mallory McMorrow said after the group's "poll" in late June showed her support in the single digits, she said "donations dried up," volunteers were "devastated," and the media "hounded" her "with calls to drop out."
"It killed us," McMorrow wrote on X.
The bogus data, which covered high-profile races across several states, were also highlighted by major polling aggregators and news outlets, including The New York Times.
In an editors' note, The Times said its poll tracker database included 15 surveys released by Wedgewood between June and October, all of which have now been removed.
President Donald Trump responded with a post on Truth Social on Thursday, calling The Times "ARTIFICIAL" for using data from Wedgewood.
"The New York Times got caught! They used a Company, Wedgewood Polls, that ADMITTED that the Poll Numbers they published were made up and FAKE," Trump said.
"This is what I've had to deal with, right from the beginning!" added the president, who has repeatedly accused pollsters of dishonesty.
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