AI Technologies
Anit Vallurupalli
August 23, 2024
Deepfake technology has usually been shown in a negative light. But should this be the case?
Back then, I believed it meant that I could be a businessperson, a hair stylist, or a mechanical engineer. Now, deepfake technology takes this phrase to a whole new dimension. It means we can now be Nicki Minaj, and Tom Holland, and even transform into our closest friends.
Deepfake technology uses advanced generative methods to manipulate facial appearances. In other words, it uses AI to let you do anything you want with anyone’s face. From this definition, we can all see how the misuse of this technology could go south. Yet, in this digital age, articles tend to fixate on negative stories of such technologies, often overshadowing the remarkable strides they’ve made.
Deepfake technology has received immense attention, and not always for the right reasons. In many scenarios, deepfake videos are made of celebrities doing/saying things without getting consent, which brings up multiple ethical concerns regarding privacy violations and defamation. One terrifying example of the misuse of this technology is a situation that occurred with YouTuber Brook Monk. Without her consent, someone created explicit pictures with her face on them, which led to Monk receiving widespread hate and attention for the wrong reasons. Unfortunately, there is no clear legislation that has been put into place regarding the use of deepfakes, which has only increased concerns regarding its use.
Deepfakes can be used in the entertainment industry to bring back beloved actors and people to expand creative expression and enhance storytelling. As an example, Disney used deepfake technology in the show The Beatles: Get Back to restore vintage content and tell a fresh story. In addition, many people have made fan-made content with their favorite music creators. As an example, a fan created an AI Cover of late artist Juice WRLD singing These Days, which many of Juice WRLD’s fans enjoyed. This truly demonstrates that deepfakes don’t always have malicious intent, and can be used to tell a story or create enjoyment without harming anyone.
Deepfake technologies can also be used to advertise and draw attention to businesses. During COVID-19 in India, many small businesses were deeply affected by the pandemic. Shah Rukh Khan, a famous Indian actor and ambassador of Cadbury, consented to Cadbury using his face and voice to create a template for an advertisement. Cadbury’s hope from launching this deepfake initiative was that it “helps boost the sales of small store owners and makes their Diwali sweeter” (Cadbury). 2000+ local store owners were able to use this template. This just goes to show that deepfake technology can help small businesses promote themselves without spending money on endorsements.
Filmmakers are exploring the use of deep fakes when they dub their movies in different languages. Typically when dubbing, the actor’s mouth doesn’t match up with the word in the different language, and it generally doesn’t provide a cohesive experience. But now, filmmakers can use deepfake technology to adjust the actors’ mouths to the words, creating a more natural experience for foreign audiences at a cheaper price.
Currently, I believe that we are at the point where deepfake technologies unfortunately do more harm than good. However, this doesn’t always have to be the case. The more clear legislation and guidance we put up regarding deepfakes, the more we can ensure that this innovative technology is used for good. In many ways, deepfake technology mirrors the big picture of artificial intelligence. Though deepfake technology has helped the entertainment industry bring back popular artists/actors, as well as naturalize dubbing, the malicious capabilities of this technology currently overshadow the good. The key to ethically using deepfake technology lies in responsible use, as well as regulation that mitigates harm without stifling innovation. As we navigate this new era of AI, we must remain optimistic about its capacity to enhance our lives, fuel innovation, and reshape our notions of creativity.
Works Cited
Cadbury and Shah Rukh Khan Enlist the Help of AI to Promote Hundreds of Small Businesses This Diwali | LBBOnline, 27 October 2021, https://www.lbbonline.com/news/cadbury-and-shah-rukh-khan-enlist-the-help-of-ai-to-promote-hundreds-of-small-businesses-this-diwali. Accessed 1 October 2023.
“All You Need to Know About Deepfake AI.” 24 June 2019, https://www.mygreatlearning.com/blog/all-you-need-to-know-about-deepfake-ai/. Accessed 1 October 2023.
“How Cadbury Is Using AI To Turn Shah Rukh Khan Into A Brand Ambassador For Local Kirana Stores.” Outlook India, 24 October 2021, https://www.outlookindia.com/website/story/india-news-how-the-notjustacadburyad-campaign-us-using-ai-to-bring-joy-to-local-c/398614. Accessed 23 September 2023.
Perlow, Jason. “'The Beatles: Get Back' shows that deepfake tech isn't always evil.” ZDNet, 6 December 2021, https://www.zdnet.com/article/the-beatles-get-back-shows-that-deepfake-tech-isnt-always-evil/. Accessed 23 September 2023.
“Technology - Law Enforcement in the Era of Deepfakes.” Police Chief Magazine, 29 June 2022, https://www.policechiefmagazine.org/law-enforcement-era-deepfakes/. Accessed 23 September 2023.
“TikTok Creator Brooke Monk Speaks Out After Deepfake Photo of Her Circulates Twitter.” The Messenger, 25 July 2023, https://themessenger.com/entertainment/tiktok-creator-brooke-monk-speaks-out-after-deepfake-photo-of-her-circulates-twitter. Accessed 23 September 2023.
