Deepfake technology: Why is the ‘future of content production’ so controversial?

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Deepfake technology: Why is the 'future of content production' so controversial?

A few months ago, South Koreamillions of viewers living in news opened the MBN channel to watch his newsletter.

Around the clock, the presenter Kim Joo-Ha was on the screen as every evening and in turn as every evening. the newsi started to transfer. The News In accordance with 2020, it was related to the Covid-19 outbreak and the struggle being waged.

And yet this newsletter was far from ordinary because Kim Joo-Ha was not on the screen at that time. The version produced with ‘deepfake’ technology instead the newsi was passing on. This computer-generated ‘fake’ host perfectly replicated voice, facial expressions and smiley expressions.

The audience had been warned that this show would be held before. The subsequent research showed that the audience had different interpretations. Some people expressed their surprise at the reality, while others noted that the real Kim Joo-Ha was in danger of losing his job.

MBN channel, some last minute the newsHe announced that they will continue to use the deepfake technology. South Korean Moneybrain, one of the companies that can produce this technology, announced that contacts have been made for new partnership opportunities in China and the USA.

Most people think of videos about famous names when it comes to deepfake technology. Last week, Tom CruiseThe fake video featuring the exact copy of ‘made headlines around the world after it was posted on the TikTok application.

Despite the negative connotations of the commonly used deepfake name (people don’t want to be juxtaposed with the word fake), this technology is increasingly being used for commercial purposes.

‘This is the future of content production’

In sectoral language, ‘artificial intelligence This technology, known as ‘videos produced with’ or ‘synthetic media’, newsattracts great attention in the fields of entertainment and education. This is due to the fact that technology is being developed more and more every day.

London-based company Synthesia markets this technology for use in in-house training videos.

“This is the future of content production,” says Victor Riparbelli, one of the firm’s founders.

In Synthesia’s system, there are different avatar options and when you write the message you want to tell them, you can get their response.

Riparbelli says that global companies can very easily prepare videos in different languages ​​to be used in trainings for the company:

“Let’s say you have 3,000 warehouse workers in North America. Some of them speak English, but some have a better command of Spanish. If you want to communicate with them for information purposes, it won’t be very helpful to put a four-page pdf in front of them. A 3-minute video in English and Spanish is more efficient. will be.

“If you had to shoot each of those videos, it would be challenging in terms of both cost and workload. We can now do this at a low expense and in the time required to write text. This exemplifies how the technology is used today.”

However, Chad Steelberg, manager of Veritone, an artificial intelligence technologies company, notes that companies that will invest for legitimate use have also withdrawn due to concerns about the use of malicious deepfake.

Stating that Deepfake has a negative connotation in the capital investment sector, Steelberg said, “We see that this perception has begun to break even though it has prevented these companies and investors from jumping on this technology.”

Mike Papas, director of Modulate, another artificial intelligence technology firm, emphasizes that there have been great debates over deepfake and ethics, and people are thinking about it.

Papas says investors’ trust is increased by studies on the ethical use of technology.

“What to do about Deepfake?”

Law professor Lilian Edwards, who specializes in deepfake technology, points to another important aspect of the subject; who owns the rights to the videos …

Edwards details his finding:

“If actor Steve McQueen or rap star Tupac is used in such a video, there is a debate as to whether the family is entitled to earn income from it. This currently varies from country to country.”

Deborah Johnson, a professor of ethics at the University of Virginia, recently asked “What to do about Deepfake?” He wrote a book with his name.

According to him, deepfake is part of the larger problem of ‘misinformation generation’ that reduces trust in institutions and the visual experience.

“We no longer trust what we see and hear,” says Deborah Johnson, adding that videos using deepfake technology should be stated to be fake before they are published. Johnson states that this way viewers can be protected.

University of Oxford professor Sandra Wachter also expressed the opinion that deepfake technology is taking the lead:

“If you watched the Tom Cruise video last week, you can see how far this technology has progressed. It was much more realistic than the Obama video four years ago.

“We should not be too afraid of this technology and approach it in a balanced way. Yes, we must have laws against bad and dangerous things like revenge porn. But we also should not impose a categorical ban against, for example, deepfake videos produced in the context of satire or freedom of expression. Increasingly used commercially. gives hope for the future. “

One of the examples where artificial intelligence videos are used for educational purposes has been implemented by the University of California, Genocide Foundation. The foundation, which hosts the testimony of more than 55 thousand survivors of the genocide, brings visitors and survivors together with its deepfake technology.

With the project titled Dimensions of Testimony, instant answers are provided to the questions asked by the visitors by those who survived the genocide and who have been interviewed before.

Veritone’s manager, Chad Steelberg, says that in the future, using this technology, grandchildren can be able to talk to their lost family. “This is revolutionary in the sense of society.”


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