I am sure you have heard about the recent controversy around a deep fake video of Rashmika Mandanna, an Indian actress. This was flagged by Amitabh Bachchan and PM Narendra Modi as well. I wrote this article in 2021, two years later the technology has become even better and flawless. High time that the government puts some regulations in place or else a lot of people might get affected.
As the festive season approaches, we see celebrities endorsing various products and urging people to shop for specific brands. Recently, Bollywood star Shahrukh Khan took this trend a step further by explicitly mentioning the names of local businesses in his message. You may wonder how he managed to do this so seamlessly without filming multiple videos – the answer is deep fake technology.
Deepfake videos are manipulated media that use advanced artificial intelligence algorithms to superimpose one person’s face onto another’s body. This technique has been around for a while, and it is increasingly being used in advertising campaigns to create engaging content that catches the attention of viewers.
A similar ad was launched on Raksha Bandhan, featuring Hrithik Roshan’s deepfake video. This technology has been used in countless other examples, including Jordan Peele as Barack Obama, Elon Musk as Ironman, Jim Carey as Jack Nicholson, and many more.
While deepfake technology can be used to create entertaining and engaging content, it is important to be aware of its potential risks. Deepfakes can be used to spread false information or create fake news, which can have serious consequences for individuals, organizations, and even governments. It is crucial to verify the authenticity of any media content before sharing it on social media or other platforms.
As a consumer, it is crucial to be aware of the use of deepfake technology in advertising campaigns and other media content. While it can be entertaining and engaging, it is essential to exercise caution and critical thinking when evaluating the authenticity of the content. As always, it is important to support local businesses and shop at nearby stores, but we must also be vigilant and responsible consumers in the digital age.
What is a deepfake video, and why is it essential to discuss?
Deepfake is a technology (synthetic media) that uses AI to change or entirely replace a person’s face with someone else. It can also use a one-time shot video for several voiceovers like in ads of Cadbury starring Hrithik and Shahrukh. As technology advances, it will become almost impossible to distinguish between a real video and a deep fake.
The Good
Deepfake technology, also known as synthetic media, utilizes AI to modify or completely substitute a person’s face with another individual’s. Furthermore, it can utilize a one-time shot video for several voiceovers, as observed in Cadbury advertisements featuring Hrithik and Shahrukh. With technological advancements, it will eventually become almost indistinguishable from differentiating between a genuine video and a deepfake.
The Advantages
On the positive side, it is a powerful tool that can reach millions of people at a low cost with maximum impact, leveraging the reach of the internet and smartphones. Deepfakes can be a boon for marketing and politics. For example, during the Delhi elections, BJP utilized deepfake videos of Manoj Tiwari for voiceovers in local languages and English. Data indicate that these videos garnered excellent traction and engagement on social media. When political leaders speak in the local language, it fosters a connection with the local population at a grassroots level.
Deepfakes can also help brands enter into contracts with celebrities to shoot only one video, which can then be used on various occasions. A brand can reach numerous customers with highly personalized messaging and niche targeting. Influencers can expand their reach and impact, while social messaging can be amplified by a celebrity speaking in all local languages. One such campaign featured football star David Beckham talking in multiple languages to spread awareness about Malaria. Additionally, synthetic media can bring historical figures and idols back to life, making education more engaging and interactive.
Deepfakes have several use cases in art, innovation, public safety, dubbed movies, and fewer reshoots in film, resulting in lower production costs. Nevertheless, everything has a flip side.
The Bad
Some AI models are so accurate that it’s scary to imagine what deepfakes can do in the wrong hands. Our society is sensitive, and horrors have been triggered in the form of communal violence and otherwise by just distributing fake images and messages on social media. Think what impact a deepfake video can have on such a society.
In 2019, research done by deeptrace.com, 96% of deepfakes were used in pornographic content. It can have a devastating impact on people’s lives. Usually, the faces are swapped with some celebrity from the entertainment industry, but soon, people will use it for revenge in schools and colleges. Many websites are trying to use such deepfakes videos to earn quick money.
Henry Ajder, an Expert of deepfake, states that creating deepfakes has become very easy and accessible to all, which is also a concern.
The future
The future of deepfake is bright, and in the coming days, enhancement in the capability of processing data will create AI models which will be 100% accurate. We need more skilled people to handle this sophisticated technology properly and spread more awareness. The government will have to chip in with proper regulations to control such deepfakes; currently, no laws address it.
More technologies, like ‘fakebuster’ developed by IIT Roper, which can identify deep fake videos, could be funded, designed, and made accessible to all.
Nevertheless, identifying that a video is a deepfake does lower the impact of the video but to what extent? Deepfakes are developing rapidly, and like other technologies, it’s upon us how we use them? Its usage will decide its future in the world of ever-changing trends.
