Deepfake technology, which uses artificial intelligence (AI) and machine learning (ML) to create highly realistic but fabricated content, is becoming increasingly prevalent and poses significant risks globally. This technology allows for the creation of convincing imitations of individuals' voices, facial expressions and movements by training algorithms on extensive datasets. While the technology has the potential to revolutionise various sectors, it also presents significant risks, particularly in terms of misinformation, privacy violations and cybercrime.
The popularity of deepfakes is growing rapidly in large and emerging economies, driven by factors such as the increasing availability of powerful computing resources, advancements in AI technology and the proliferation of smartphones capable of producing high-quality video footage. In India specifically, deepfakes are growing rapidly due to factors including increasing computing power, AI advancements and smartphone capabilities. Over 75 per cent of Indians online have encountered deepfake content in the past year. This widespread exposure highlights the vulnerability of the Indian population to deepfake misuse. Deepfakes pose significant threats to Indian enterprises, society and data privacy, compromising brand integrity, damaging reputations and spreading misinformation. The government of India has taken steps to regulate deepfakes, but challenges remain in balancing innovation with ethical considerations. Existing legislation indirectly addresses deepfakes through laws against misrepresentation and spreading false information. However, comprehensive regulatory frameworks are needed to encourage innovation while safeguarding against potential harm. Thus, to combat deepfakes, organisations should establish strong cybersecurity cultures, prioritise employee training and implement advanced identity verification methods.
Despite these efforts, challenges persist in areas including cross-border jurisdiction and identifying fabricated content. Addressing these requires a multidisciplinary approach involving legal, technological and educational interventions. Hence, collaboration between governments, industry stakeholders and civil society becomes essential for developing comprehensive and effective regulatory frameworks. As deepfake technology continues to evolve, ongoing research, development of detection tools and public awareness campaigns are likely to be crucial in mitigating its risks and harnessing its benefits responsibly.
