How to Balance the Benefits and Risks of This Powerful Technology? This month’s hot buzzword is “Deepfakes”
Deepfakes, a fusion of “deep learning” and “fake,” represent synthetic media meticulously crafted through digital manipulation, seamlessly replacing one individual’s identity with another’s likeness. These remarkable creations extend beyond just facial swaps; they encompass voice and text manipulations, imbuing a strikingly authentic human appearance using deep generative techniques. Deepfakes harness the formidable capabilities of machine learning and artificial intelligence to fabricate visual and auditory content with a potential for deceiving even the most discerning observers.
Over the past few months, we have continued to observe remarkable advancements in the realm of deepfake technology. These developments have made deepfakes increasingly sophisticated and readily available to the general public. Notably, this progress has gained momentum since the introduction of free tools like ChatGPT by Microsoft and Bard by Google, both of which were unveiled less than a year ago. Consequently, deepfakes have begun to infiltrate various aspects of our daily existence, influencing areas ranging from entertainment and media to news and even to our closest personal connections.
In August, a fascinating conundrum emerged, pitting the technological titans of Nasdaq, and giants across industries, against one another.
On one side, they relentlessly push the boundaries of technological innovation, while on the other, they grapple with the urgent need for regulation. This dilemma forces us to ponder where the rightful boundaries lie and whether we have already surrendered control to the ever-advancing tide of technology. Will our reality succumb to total fabrication, or will the forces of authenticity ultimately prevail? Three stories, one month. Let Go!
Text Deepfakes: The Hollywood against AI case
Text deepfakes, also known as “deepfake text generators,” employ sophisticated AI algorithms to generate convincingly human-like written content. These AI models are capable of creating articles, stories, reviews, or even emails that are virtually indistinguishable from human writing. They can manipulate information, spread false narratives, and have the potential to sow discord.
According to The Guardian, Hollywood ( in particular Netflix and Disney) is witnessing a surge in AI-related job openings, driven by concerns over the potential impact of AI on the entertainment industry. As actors and writers jointly strike against this encroachment, they fear AI could replace human writers for script creation and use digital likenesses for actors.
The growing use of artificial intelligence in Hollywood raises concerns about job displacement and potential ethical issues while offering opportunities for cost savings and innovation in content creation. Balancing these consequences and benefits will be a complex challenge for the entertainment industry and the job roles of many writers wherever they are.
Video Deepfakes: The Jenifer Lopez and the Virgin Voyages Campaign case
Video deepfakes are perhaps the most infamous form of this technology. These manipulations use AI to superimpose one person’s likeness onto another’s body, creating convincing videos that often blur the line between fiction and reality. Video deepfakes can have severe consequences, from spreading false information to tarnishing reputations.
According to CNBC, Virgin Voyages has launched a successful campaign featuring J. Lo’s digital twin, “Jen AI,” powered by generative AI to mimic her voice and appearance for customized cruise booking invitations. This campaign has resulted in over 1,000 bookings and significantly higher engagement rates compared to previous efforts.
Virgin Voyages is exploring potential expansions of the AI bot’s capabilities. This campaign represents a substantial financial investment, equivalent to a Super Bowl advertisement budget.
Virgin Voyages’ AI-driven campaign with “Jen AI” and Jennifer Lopez’s digital twin has achieved success with increased bookings, but it doesn’t address potential consequences. The use of AI-generated deep fake videos like these can lead to a list of problems and consequences such as Privacy Concerns, Impact on Trust, Abuse and Harm and of curse Ethical and Legal Issues responsible by AI use.
Audio Deepfakes: The Google and Universal Music deal case
Audio deepfakes, also known as voice cloning, replicate an individual’s voice patterns with astonishing accuracy. These can be used to impersonate someone, making it appear as though they are saying things they never uttered. Such technology poses a significant threat to voice assistants and voice-controlled systems.
According to the Financial Time : Google and Universal Music are discussing a partnership to license artists’ melodies and voices for AI-generated songs. The music industry is dealing with the rise of generative AI, which has led to “deepfake” songs imitating established artists without their consent. Discussions are in the early stages, with the goal of creating a tool for fans to create such tracks legitimately while compensating copyright owners.
Warner Music has also engaged in similar talks with Google. Some artists fear AI may dilute their work, while others embrace the technology. For Google, this venture could help compete with rivals like Microsoft in AI development. But for now, it is one of the most popular deepfake conspiracies that we, as Google customers, can either benefit from or ‘pay the cost.
Final
In our everyday lives, an overabundance of anything can lead to a loss of control. Therefore, it is imperative that we stay vigilant and consistently assess the messages and content we come across in the digital sphere. The realm of deepfake technology is in a constant state of evolution, growing progressively indiscernible from reality. In the near future, distinguishing whether the next video call is truly from our boss or a convincing replica may prove to be a formidable challenge.
Good Luck!
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