The deepfake videos of popular actors such as Alia Bhatt, Katrina Kaif and Rashmika Mandanna doing the rounds on social media reinforce the imminent collective need and a call to action from all sectors to combat the severe consequences of the AI technology.
As these sophisticated manipulated videos and images continue to proliferate, the conversation surrounding regulation, prevention, and awareness has taken centre-stage among industry experts aiming to safeguard against misinformation and protect individual integrity.
Aaron Bugal, Field CTO (Asia Pacific and Japan), Sophos, stressed the significance of government intervention, stating, “It is reassuring to see the Ministry of Electronics and IT sent an advisory to social media companies urging them to tackle deep-fake content. Such stringent advice from the government can help to flatten the curve of data being exploited to create deepfake content.” Bugal stressed the importance of digitally signed videos for content verification and immediate response strategies for those facing false representation online.
Meanwhile, Kumar Ritesh, Founder & CEO of CYFIRMA, outlined the need for comprehensive regulatory frameworks and public awareness campaigns, noting, “Regulatory frameworks to guard against the misuse of deepfake technology are just emerging and will definitely evolve over time”. He advocated for laws targeting the creation, distribution, and malicious use of deepfakes, while also emphasising the role of governments in funding technology development and international collaboration.
Similarly, Pankit Desai, Co-founder & CEO of Sequretek, stressed the urgency for a clear regulatory framework, stating, “Clear definition of a deepfake and the criminal consequences attached to them are of prime importance”. Desai underscored the role of social media platforms in content moderation and user education to limit the spread of manipulated content.
Lakshmi Rebecca, Co-founder of Red Bangle, highlighted the need for proactive measures, stating, “While deepfake technology presents remarkable possibilities in video production, its misuse poses a significant threat to trust and authenticity.” She advocated for the ethical and transparent application of deepfake technology within the realms of brand storytelling.
Vinayak Shrivastav, CEO and Founder at VideoVerse, pointed out to the need for robust regulations and the role of AI, stating, “Reducing deepfake proliferation involves a multi-faceted approach, while platforms and technology companies look to deploy AI-driven solutions for detection”. Additionally, he stressed the importance of public awareness campaigns and industry collaboration to navigate ethical dilemmas surrounding deepfake technology.
Like other industry experts, Dhiraj Gupta, Co-Founder and CTO at mFilterIt, outlined the necessity for proactive measures, noting, “We need a proactive alert-based system, where on receiving an alert, and through human+AI intervention, we need to put the received deepfake on hold.” Gupta said platforms should take the responsibility for the content, particularly, considering the viral nature of deepfakes.
Mayank Bidawataka, Co-Founder of Indian microblogging and social networking platform Koo, expressed the platform’s commitment to combatting deepfakes, affirming, “We plan to take a list of proactive steps to stop the distribution of such content to safeguard our users.” Bidawataka highlighted the intent to suspend accounts involved in distributing such content, aligning with regulatory guidelines to ensure a safer internet space.
The unified stance among industry insiders underscores the urgency in combatting the deepfake menace. Their collective calls for stringent regulations, technological innovations, and public awareness campaigns illuminate the multifaceted approach required to navigate this rapidly evolving landscape, ensuring a safer and more trustworthy digital environment for all.
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