Can Deepfakes Be Leveraged Responsibly?

'Deepfakes' refer to synthetic media content created using artificial intelligence ("AI") techniques. Advanced algorithms analyze and manipulate existing images, videos or audio to produce highly realistic (and often deceptive) content. While deepfake technology raises important concerns about misinformation, identity theft, fraud, privacy infringements and potential misuse, it also promises exciting possibilities in various fields. In fact, it has already begun to demonstrate its transformative potential in several business applications, as discussed later in this note.

LEGAL REGIME IN INDIA

As of date, India does not have a specific law to address deepfakes and AI-related crimes. In a few instances, celebrities and other famous people have relied on their personality rights (i.e., the right to publicity and the right to privacy, respectively) to restrain the misuse of their persona, voice, likeness, etc. with respect to deepfake content. More generally,