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ARTICLE · 28 FEBRUARY 2025

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Deepfake Technology In Media: A Legal Perspective

Khurana & Khurana, Advocates and IP Attorneys
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Artificial intelligence algorithms have been applied to create or manipulate media known as "deepfakes."

IndiaTechnology
Vartika Bhatia
Vartika Bhatia
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INTRODUCTION

Artificial intelligence algorithms have been applied to create or manipulate media known as "deepfakes." These deepfakes are a threat to information integrity and privacy through film, audio recording, or photography manipulation. They have multiple applications, which can be helpful or harmful.

Users are failing to distinguish between the real and the manipulated content due to the spread of misinformation that has been brought about by the development of deepfake technology. Social media is a powerful tool for amplifying deepfake material across the country.

ETHICAL AND SOCIETAL IMPLICATIONS OF DEEPFAKE

Perhaps the most blatant damage that deepfakes can cause would be to reputations. This is particularly true in cases where recordings or non-consensual deepfake pornography are designed to further destroy the reputations of celebrities or ordinary people.

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