'Deepfake': How media firms can gain from the otherwise controversial tech

They provide huge opportunity for media firms that want to tap into the 'fun and goofy' side of this tech

“Deepfake”, as the name suggests, is a combination of two words — deep learning which is a subset of machine learning, and fake. So deepfakes are essentially hyper-realistic AI-generated fake videos, images or audio recordings those look and sound just like the real thing. The original videos of individuals are used to create strikingly similar, but forged versions, by mimicking their blinking patterns, head movements, voice patterns, and facial expressions. The creator can put words into the mouth of the concerned individual to deceive watchers. While deepfakes have been mostly controversial, having been misused in political videos for propaganda and morphed pornography, they also provide huge opportunity for media firms that want to tap into the “fun and goofy” side of this tech. 

Implications
 

Automation in creative fields: The use of deepfake tech in the TV and film industries could lead to a proliferation in sequels, spin-offs, and cultural adaptations of existing content. In other fields, such as casting and modelling, AI-generated faces could stunt demand for human influencers and models. 

• Hollywood is heading towards “digitally resurrecting” actors from the ’50s and ’60s in films — a trend that will benefit from advances in AI. Deepfakery shaved several years off actor Bill Nighy in fantasy-mystery flick Pokémon Detective Pikachu.

Retail experience: Face swapping in retail is all about doubling down on consumer experience. The tech will boost e-commerce experience and virtual online try-ons.
 

• UK-based startup Superpersonal, for instance, swaps out users’ faces in short video clips for virtual try-ons.

Hyper-targeted ads: As the tech becomes commoditised, hyper-local advertising — such as instant dubbing in different languages — would become low-hanging fruit 

• UK-based startup Synthesia used deepfake tech to make footballer David Beckham speak in 9 different languages in a campaign video for a non-profit setup Malaria Must Die