Praveen Gujar, director of product at LinkedIn, has 15+ years' experience launching enterprise products in digital advertising and AI/ML. Read Praveen Gujar's full executive profile here.
Breakthroughs in technology often invite new types of misuse. Generative AI , for example, has transformed content creation, but it has also made it easier and more cost-effective to produce deepfakes.
On the flip side, deepfakes can be used to spread misinformation, tarnish reputations or perpetrate fraud, such as manipulated ads featuring Joe RoganThe surge in computing power coupled with affordable cloud computing, the widespread availability of data and the prowess of large language models have simplified and, deepfakes can easily achieve viral or widespread distribution. Deepfakes often elicit strong emotional reactions, whether through shock, humor or outrage.
The numerous elections in 2024 present a ripe opportunity for manipulation. State-sponsored actors can impersonate public figures such as politicians, celebrities and influencers to spread false endorsements, stir civic unrest or influence theCorporations, especially major social media platforms, are positioned at the forefront of this battle against the dissemination of deepfake.
With the ability to launch these sophisticated attacks both easily and economically, they pose a significant threat to all, particularly the young, elderly and those with less technical literacy. We must unite in a comprehensive defense strategy, blending legal, technological and educational efforts to protect digital media integrity and minimize deepfake misuse.
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