Is it enough? Experts warn that AI-generated deepfakes could affect the outcome of crucial upcoming elections. But measures are finally being taken to combat them.
Social media giants to label AI-made content
Is it enough? Experts warn that AI-generated deepfakes could affect the outcome of crucial upcoming elections. But measures are finally being taken to combat them.
<h2 class="wp-block-heading eplus-wrapper">Fakery snakery</h2>
Jolene looks at the video in amazement. There is Donald Trump handing out food to hungry children; giving a bed in his own house to a homeless man; addressing a rally in support of women's rights! Maybe he is not such a bad guy after all; maybe she should vote for him in the presidential election.
But then she notices a small label in the corner of her screen: "Made with AIA computer programme that has been designed to think. ."
MetaThe new name of the company which owns Facebook and Instagram. announced last week that, starting in May, labels like this would appear on Instagram, Facebook and Threads. They will be applied to AI-generated videos, pictures and audio clips.
The power of AI to make mischief is already clear. There have been fake audio clips of Keir StarmerThe leader of the UK Labour Party since 2020 and British prime minister since July 2024. and Sadiq KhanThe current Mayor of London. , and fake phone calls from President Biden.
Many people worry about the effect such posts could have on upcoming elections. The question is whether a way of stopping them can be found in time. America's presidential election will take place in November, and Britain's general election by the end of January.
In February, tech companies including TikTok and X signed an agreement promising to combat political fakes.
In March, leading researchers called for AI companies to be made legally responsible for harmful fakes which used their technology.
Both Meta and OpenAIAn American artificial intelligence company. It says its mission is to "benefit all of humanity". have started putting watermarksA logo, text or pattern that is deliberately put over an image to make it more difficult to use without permission. on AI-generated images. A new charity, TrueMedia.org, has released free tools to help anyone detect fakes.
But the charity's head, Dr Oren Etzioni, warns that no tools will work every time. When it comes to elections, "I'm terrified. There is a very good chance we are going to see a tsunamiA Japanese word describing a succession of waves caused when an earthquake or volcano displaces a large body of water. of misinformation."1
To deal with it, there needs to be co-operation between governments, AI companies and tech giants. And he does not believe the chances of that happening before November are high.
Is it enough?
Yes: People are on the lookout for deepfakes anyway, and this will make them far easier to spot. Tech giants like Microsoft have so much expertiseExpert skill or knowledge about a particular subject. at their disposal that little can get past them.
No: The technology used to create deepfakes is amazing and is going to get more and more sophisticated as time goes on. It will always be one step ahead of those who are trying to combat it.
Or... It is unclear whether deepfakes can swing an election or not. China's attempts to undermine Taiwan's recent elections failed, but Russia's efforts in Slovakia seem to have been successful.
AI - A computer programme that has been designed to think.
Meta - The new name of the company which owns Facebook and Instagram.
Keir Starmer - The leader of the UK Labour Party since 2020 and British prime minister since July 2024.
Sadiq Khan - The current Mayor of London.
OpenAI - An American artificial intelligence company. It says its mission is to "benefit all of humanity".
Watermarks - A logo, text or pattern that is deliberately put over an image to make it more difficult to use without permission.
Tsunami - A Japanese word describing a succession of waves caused when an earthquake or volcano displaces a large body of water.
Expertise - Expert skill or knowledge about a particular subject.
Social media giants to label AI-made content

Glossary
AI - A computer programme that has been designed to think.
Meta - The new name of the company which owns Facebook and Instagram.
Keir Starmer - The leader of the UK Labour Party since 2020 and British prime minister since July 2024.
Sadiq Khan - The current Mayor of London.
OpenAI - An American artificial intelligence company. It says its mission is to "benefit all of humanity".
Watermarks - A logo, text or pattern that is deliberately put over an image to make it more difficult to use without permission.
Tsunami - A Japanese word describing a succession of waves caused when an earthquake or volcano displaces a large body of water.
Expertise - Expert skill or knowledge about a particular subject.