KENNESAW, Ga. | Sep 17, 2025

The online survey market is projected to exceed $32 billion by 2030, according to Global Market Insights, but integrity of data collected by those surveys is often jeopardized by fraudulent responses.

To better detect problematic data, Kennesaw State University assistant professors Lauren Matheny and Kevin Gittner are developing a fraud detection system that can identify low-quality responses, bot-generated content, and AI-generated answers.

Matheny, winner of KSU's 2025 College of Computing and Software Engineering Innovation Quest, won the award for the project she co-leads with Gittner. Their work addresses a growing concern that affects more than just academic research; it has real implications for public health, business strategy, nonprofit decision-making, and the broader integrity of online data.

Matheny’s journey into AI fraud detection began with a surprising realization. While developing a survey-based tool to assess foot and ankle activity levels for clinical and public health use, something in the data didn’t add up.

“The results looked too good to be true,” said Matheny, who teaches in KSU’s School of Data Science and Analytics. “After digging deeper, we realized that nearly 40 percent of the responses were fraudulent.”

That discovery led Matheny to partner with Gittner. Together, they launched the Data Quality and Survey Methods Lab in 2022 to investigate the growing issue of online survey fraud, particularly responses generated by bots or large language models. The lab is housed within the School of Data Science and Analytics and is dedicated to studying and solving the problems surrounding data integrity in digital research.

The rise of platforms like Qualtrics, MTurk, and SurveyMonkey has enabled researchers to collect data more quickly than ever. However, it has also introduced new vulnerabilities. Sophisticated AI-generated responses can mimic human behavior so convincingly that they often go undetected.

“It’s never been easier to collect survey data, but it’s also never been easier to fake it,” Matheny said. “When AI-generated responses mimic real people, the risk isn’t just to the research, it’s to every decision that relies on that data.”

Gittner said recent advancements underscore the importance of the research conducted by the Data Quality and Survey Methods Lab.

“Combatting threats to data integrity is a core part of our lab’s mission,” Gittner said. “We’re seeing more and more services that offer paid-for survey responses, but not all of those responses are trustworthy. Some come from real people giving honest answers, but others are just in it for the incentive. Now with generative AI and large language models in the mix, we’re facing a whole new level of complexity, and the risk of basing critical decisions on fraudulent data is higher than ever.”

For Gittner, the challenge strikes at the very core of data science.

“If we can’t trust the data we’re working with, then we can’t trust the conclusions,” he said. “It goes back to the old computer science motto of garbage in, garbage out. If the data isn’t valid or accurate, then neither are the conclusions.”

The public health implications are especially serious. Fraudulent responses can misrepresent demographics and skew data, leading to flawed assessments and poorly targeted interventions.

“As these tools evolve, it becomes harder to distinguish real input from fake,” Matheny said. “If you’re making decisions based on fraudulent data, it can cost you time, money, and credibility. That’s true whether you’re a public health researcher or a business executive. Imagine trying to address a health crisis using false data. You could end up wasting resources or missing the people who need the most help.”

Matheny added that the patent-pending tool currently being developed at KSU is designed to integrate easily into standard research workflows.

It also serves as a powerful example of KSU’s commitment to student-centered, experiential learning. Matheny’s lab operates as a vertically integrated team that includes undergraduates, graduate students, and Ph.D. candidates. “Our lab is built around the idea that students learn best by doing real research,” Matheny said. More experienced students mentor newcomers, and everyone contributes to real research with real impact. It prepares them to step into their careers ready to tackle the kinds of complex, data-driven problems they’ll face in the future.

She also credits KSU for providing critical early support. A grant from the College of Computing and Software Engineering allowed her team to begin collecting data and validating their methods right away.

“That initial funding was pivotal,” she said. “It allowed us to go after the problem where it’s most severe.”

CCSE Interim Dean Yiming Ji said the investment has been returned tenfold.

“Dr. Matheny’s and Dr. Gittner’s research embodies the innovation and impact we strive for at the College of Computing and Software Engineering,” he said. “By tackling the complex challenge of AI-generated fraud in digital data, they are not only advancing the field of data science but also protecting the integrity of information that decision-makers across sectors rely on. Their work is a testament to the power of research with real-world relevance.”

– Story by Raynard Churchwell

Photo by Darnell Wilburn

A leader in innovative teaching and learning, Kennesaw State University offers undergraduate, graduate, and doctoral degrees to its more than 47,000 students. Kennesaw State is a member of the University System of Georgia with 11 academic colleges. The university’s vibrant campus culture, diverse population, strong global ties, and entrepreneurial spirit draw students from throughout the country and the world. Kennesaw State is a Carnegie-designated doctoral research institution (R2), placing it among an elite group of only 8 percent of U.S. colleges and universities with an R1 or R2 status. For more information, visit kennesaw.edu.