How The VFX Industry Can Reclaim Deepfake Tech As A Force For Good
Media and brands over the last few years have made a push to steer clear of news and visuals that even hint at misinformation. Beyond the harmful consequences of fake news stories on their businesses, fake text and fake visuals both can misinform a public accustomed to trusting their preferred media sources.
Meanwhile, the next evolution of the technology that once supported social media facial filters, then “face tuning”, got an upgrade. The “deepfake’’ was born. On the one hand, when younger generations amuse themselves on TikTok with the Reface app, deepfakes can seem harmless. On the other, political personalities have fallen victim to the same technology with doctored clips circulated online to a non-digital native public who may not know the signs of edited footage.
What if there was a chance to seize the technology for good over harm? This question is asked often in my field, and the lessons we take to heart could help media industries like advertising and film chart a course for the tech on the right side of history.
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