What to do about deepfakes

Information researchers are seeking to reap the positive uses of synthetic media while minimizing or preventing negative societal impact of deepfakes. The proliferation of deepfakesa creates a new challenge to the trustworthiness of visual experience, and has already created negative consequences such as nonconsensual pornography, political disinformation, and financial fraud. Deepfakes can harm viewers by deceiving or intimidating, harm subjects by causing reputational damage, and harm society by undermining societal values such as trust in institutions. The researchers state that it will take the efforts of many different stakeholders including platforms, journalists, and policymakers to counteract the negative effects of deepfakes.