Deepfakes: Historical Context, Advantages, and Challenges

Deepfakes
Abstract
Deepfake technology is a new trend that started in 2017. It entails using artificial intelligence (AI) to create or alter videos, audios and images. It is a new trend that social media strategists can use to advertise various products. Among the benefits of deepfake technology is that it is cheap because it if free through apps like Zao, It is also reliable and maintain the message’s authenticity. Its challenges are that people may use the app maliciously to revenge people and damage their images. An individual or organization needs to get the best AI algorithm to create deepfakes. When implementing this technology, the app or algorithm used should be licensed to avoid copyright or patent breach. A company needs someone who understands how to make deepfakes and since it is not a complicated process, the present information technology specialists can be trained to do it perfectly.
Deepfakes
Introduction
Deepfake technology is a new trend that started in 2017. Indeed, it involves using artificial intelligence (AI) to make and alter videos, audio, or images. In other words, deepfake technology can be used to audio, images, or videos digitally to spread information. Social media strategists or managers can benefit from this new trend by helping organizations and people to present themselves on social media appropriately. These communication practitioners analyze how individuals communicate on social networking platforms, and they advise them accordingly. However, they should understand how to overcome the challenges posed by deepfake technology. The paper focuses on deepfake technology and how social media strategists can use it to promote individual or organization brand name and reputation creation and maintenance.
The primary readers of this paper are social media strategists who want to understand how to use social media platforms, such as TikTok, to promote new product launches. These target audiences will benefit the most by knowing how they can use the deepfake technology. Social media strategies work in various communication fields, including political, public relations, corporate branding, activism, healthcare, education, transport, fashion, and personal branding. The use of deepfake video technology is rapidly increasing. For instance, there exists a face-swapping app known as Zao, which allows users to swap faces with celebrities to create a deepfake video within a few seconds (Rees, 2019). As such, the deep generative modeling enables users to generate duplicate actual faces to create impressively true-to-life images, audios, and videos.
Historical Context
Deepfake technology is a relatively new as it begun in 2017. Deepfakes emanate from using AI to merge, superimpose, combine, and replace videos and images to come up with fake videos that look authentic. A deepfake technology can be used to generate a political, humorous, or pornographic video of an individual saying something without the consent of the one whose voice and the image are involved (Westerlund, 2019). For instance, in a 2019 CNN Business article "When Seeing is no Longer Believing," there is a deepfake video of the former president of the United States of America (USA) saying that "We are entering an era ...