Synthetic media technologies are rapidly advancing,
making it easier to generate nonveridical media that look and
sound increasingly realistic. So-called “deepfakes” often present
a person saying or doing something they have not said or done.
The proliferation of deepfakes has already created negative
consequences such as nonconsensual pornography, political
disinformation, and financial fraud. Deepfakes can harm viewers
by deceiving or intimidating, harm subjects by causing
reputational damage, and harm society by undermining societal
values such as trust in institutions.
It will take the efforts of many different stakeholders
including platforms, journalists, and policymakers to counteract
the negative effects of deepfakes. Technical experts must marshal
their expertise and direct their efforts to find solutions that allow
the beneficial uses of synthetic media technologies and mitigate
the negative effects.
There is no doubt that synthetic media can be used for
beneficial purposes, such as in entertainment, historical
reenactment, education, and training. The pressing challenge is to
reap the positive uses of synthetic media while preventing or at
least minimizing the harms. There are numerous opportunities to
direct effort in buttressing against some of the worst outcomes.
Deborah G. Johnson and Nicholas Diakopoulos. Internet: <cacm.acm.org> (adapted).