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What is a deepfake?
A deepfake refers to video materials, images, or audio recordings created using artificial intelligence (AI). This term is derived from the English words "deep learning" and "fake." This technology allows for the creation of realistic content that can be used in various fields, from entertainment to business.
History of deepfakes
The development of technologies for creating AI-generated content began in the late 1990s. In 1997, the company Video Rewrite released a program that allowed for the synchronization of a person's lip movements with computer-generated sound. In 2017, the term "deepfake" appeared on the Reddit platform when an anonymous user under the nickname "deepfakes" posted a pornographic video in which the faces of celebrities were "pasted" onto the bodies of actors. Since then, deepfakes have gained popularity in the online space and have begun to be actively integrated into everyday life.
AI technologies continue to evolve, offering new opportunities for image generation, voice processing, and the integration of computer graphics with real video. The application of AI-generated content is expanding, covering areas such as advertising, entertainment, science, education, journalism, design, and architecture. According to research firm Gartner, by 2025, 10% of all digital content will be created using AI.
Use of deepfakes in marketing
Deepfakes provide businesses with numerous opportunities for effective promotion of goods and services. They allow for:
- Reducing advertising costs by eliminating the need to hire actors and a film crew.
- Quickly adapting advertisements for different platforms and audiences by creating videos in multiple languages.
- Experimenting with creative ideas by integrating fictional characters and unexpected visual elements.
However, the use of deepfakes in advertising requires adherence to legal norms, as their creation may require the consent of the depicted individuals or rights holders. Violations of these norms may result in penalties.
How deepfakes are created
In 2014, American scientist Ian Goodfellow developed generative adversarial networks (GAN) — technologies used to create deepfakes. This system consists of two algorithms: a generator that creates new images, and a discriminator that assesses their realism. These two neural networks work in tandem, training each other, which ensures the production of the most natural content possible.
How to make a deepfake yourself
There are many programs and applications that allow anyone to create their own deepfakes. Here are some of them:
- FaceSwap (Windows, MacOS, Linux) — changes faces in videos.
- Deepfakes Web (online service) — creates deepfake videos with face swapping.
- Face Swap Live Lite (iOS, Android) — allows you to swap faces with friends in real time.
- Avatarify (iOS, Android) — brings photos to life, adding facial expressions and articulation.
- Synthesia (neural network) — creates video deepfakes, turning text into speech.
Dangers of deepfakes and how to recognize them
Despite their advantages, deepfakes can pose serious risks. Their use can tarnish a person's honor and dignity, manipulate public opinion, or even threaten national security. It is important to be able to recognize forgeries. Signs of a deepfake may include:
- Non-blinking eyes in the video.
- Discrepancy between sound and lip movements.
- Unnatural movements and shadows.
To protect yourself from potential fraud, it is recommended to follow safety rules: trust only verified sources of information and be cautious of suspicious calls or messages.