Deepfakes have blurred the line between fiction and reality.
In brief:
- Deepfakes have created potential dangers, manipulating societal and political grounds.
- Misinformation, erosion of trust, cyberbullying, and personal and professional harm are some critical impacts of deepfake technology.
- The global deepfake technology market is forecast to hit the US$5,134 million mark by 2030.
In today’s interconnected world where data is floating all over the internet, identifying the real news and information has become critical. From fake news to superimposed images and videos, deepfake technology is getting its ground rapidly. Deepfakes have blurred the line between fiction and reality and social media is largely baking it up.
Deepfake technology harnesses the capabilities of artificial intelligence (AI) to create hyper-realistic videos and images. However, this technology has been increasingly used to generate fake videos and images in recent years.
According to MarketsAndMarkets, the global market of deepfake technology is forecast to reach US$5,134 million by 2030 from US$564 million in 2024. The market is growing at a CAGR of 44.5% during the project period.
There have been a lot of incidents reported in recent years where celebrities’ deepfakes are used for digital content just to manipulate the real things. For example, in January, deepfake robocalls featuring an AI-generated voice resembling President Joe Biden urged voters to not participate in the New Hampshire Democratic primary.
In another incident, Indian actress Sonakshi Sinha is walking down a ramp in a bikini and another image shows her in a hijab. The video and the image went viral on social media and garnered a large number of likes and shares. However, it was found superimposed onto the original footage of another model on the runway.
In one other instance, a deepfake advertisement showed a BBC newsreader, who resembled Sarah Campbell, appearing to present breaking news about a scandal on Rishi Sunak, where a clip shows Rishi Sunak making a statement regarding the matter. False advertising is against Facebook’s policies, however, the advertisement reached a vast number of users.
These instances present the danger of deepfake technology is here, taking it to a whole new level.
Deepfake and Its Societal Impact
Deepfake technology has a lot of societal impact that may change the thinking process of society.
Misinformation
One of the most societal impacts of deepfake technology is its potential to spread misinformation. Deepfakes can be used to create fake videos and audio clips to manipulate public opinion, undermine public trust in media and institutions, and influence elections and political decisions.
Cybersecurity Threats
Deepfakes can help in cyberbullying and harassment. This technology be used to bypass security measures, such as facial recognition systems and facilitate identity fraud. They can target individuals with superimposed videos that damage their reputations and personal lives.
Erosion of Trust
The use of deepfakes has caused an erosion of trust in digital content. Their existence has created doubt in people regarding the authenticity of legitimate videos and images. This skepticism can impair societal trust, making it difficult for people to distinguish between real and fake content.
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Unauthorized Use of Personal Data
Deepfakes have created significant privacy concerns. As this technology requires a large amount of datasets of images and videos to generate manipulating fakes, it raises significant privacy concerns. With deepfakes, celebrities and public figures are particularly vulnerable. However, common people can also find their images exploited for malicious purposes.
The Appeal of Deepfake Technology
Deepfakes have become more prominent in popular media. Star Wars films have featured computer-generated versions of Peter Cushing (Grand Moff Tarkin) and Carrie Fisher (Princess Leia) as they appeared in the original 1977 film. Marvel films have also used this technology, aging down many characters in its several films.
The appeal can be attributed to several factors:
Entertainment and Creativity: Deepfakes create new possibilities in the entertainment and creative industries. This technology allows filmmakers to bring back historical figures or deceased actors, while artists can create novel and immersive experiences.
Technological Innovation: Deepfake technology exhibits the capabilities of AI, particularly in machine learning and neural networks. It showcases how technology can push the boundaries of what is possible in digital media.
Educational and Training Applications: Deepfakes can simulate training, especially in medical or military training, where realistic scenarios are crucial. They can also help in language learning and cultural studies by producing realistic conversational partners or cultural scenarios.
How to Identify Deepfakes?
Several indicators can help you identify a deepfake. It could be unnatural facial movements, skin texture and tone, unnatural eye reflections, lighting and shadows, and speech patterns. You can also use reverse image search tools to check if the image or video has been superimposed or sourced from different content.
There are various AI-powered tools and software out there through which you can detect deepfakes. Some of the tools include Microsoft Video Authenticator, Deepware Scanner, and Deepfake-o-meter.
With these methods, you can effectively detect deepfakes and combat the risk of being misled by manipulated content.
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Government’s Move to Combat Deepfakes
Recently, Union Minister of State for Information Technology Rajeev Chandrasekhar stated that the government is set to notify rules that will mandate social media platforms to cope with the menace of deepfakes.
Prime Minister of India, Narendra Modi, had also cautioned that deepfakes can lead to a big crisis and stoke discontent in society. He urged the media to raise awareness about its misuse and educate people.
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Conclusion
Deepfake technology plays a double-edged sword role. As it offers innovative possibilities, there are also significant risks that it poses to society. Its positive applications in entertainment, communication, and education are undeniable. Yet deepfakes are prone to misuse in spreading misinformation, manipulating politics, and causing personal harm.
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