Deepfake technology, helps simulate speech and interaction using a person’s image. This synthetic media technology is also being use by companies for innovative advertisements, some have use it to create customisable ads for users, and others have brought celebrities face-to-face with their past selves.
Manu companies offer this technology to brands have also sprung up, bringing easier access to the technology that relies on machine learning.
What is Deepfake Technology?
Deepfake technology takes its name from deep learning, which is a form of AI.
In deepfake AI, deep learning algorithms that teach themselves how to solve problems with large data sets, are use to swap faces in videos, images, and other digital content to make the fake appear real.
Deepfake content is create by using two algorithms that compete with one another.
One is called a generator and the other one is called a discriminator.
The generator creates the fake digital content and asks the discriminator to find out if the content is real or artificial.
Each time the discriminator correctly identifies the content as real or fake, it passes on that information to the generator so as to improve the next deepfake.
When club together, these two algorithms form a generative adversarial network call as GAN.
It uses a set of algorithms to train itself to recognize patterns which help it in learning the real characteristics needed to produce fake images.
What is the Use of a Deepfake Technology?
Deepfake Technology is use for entertainment purposes.
The main purpose of Deepfake Technology is to influence viewers and listeners to believe something that did not happen.
This is why it is mostly use in movies for a creative effect when the entertainers are not available themselves.
How Can You Spot a Deepfake Technology?
- Awkward facial positioning : If the person’s face is pointing one way and their nose is pointing the other way
- Unnatural body movement : When someone looks distort or their movements are not smooth and disjoint
- Unnatural coloring : Unnatural coloration, misplace shadows and abnormal skin tone are signs that you are watching a Deepfake Technology videos
- Misalignment : When the visuals are misalign or blurry
- Images that look unnatural as you zoom in or slow down : If you watch a video on a larger screen and zoom in, you can pay more heed to things like bad lip-syncing
- Inconsistent audio : Deepfakes spend more time on video images than fixing the audio. Look out for strange word pronunciation, digital background noise or even for that matter, the absence of noise
- Absence of blinking : You can see someone’s face and tell if they are saying something without batting an eyelid. That’s a very good sign to detect a deepfake
Companies use Deepfakes Technology
Many organizations have come together to ensure that AI is use for good and deepfakes do not ruin lives.
- Google works on text to speech conversion tools to verify speakers
- Deeptrace is a startup based out of Amsterdam that is developing deepfake AI detection tools: just like a deepake antivirus
- US Defense Advanced Research Projects Agency (DARPA) is funding research to create automate screening of deepfake using a program call as MediFor or Medical Forensics
- Adobe’s system allows you to attach some signature to your content to specify the details of creation
- Twitter and Facebook have officially ban the use of malicious deepfakes
- Sensity has develop a detection platform that alerts users through e-mail when they are watching something deepfake
Let understand What is Deepfake Technology with recent examples.
Pepsi India New Advertisement
A advertisement post on YouTube by Pepsi India shows brand ambassador Salman Khan “travelling” back in time to meet his former self from the 1994 film Hum Aapke Hain Kaun. When the visibly younger Prem sees original Salman Khan, he asks about his future self what awaits him in the coming days.
When the deepfake version of Prem asks if he eventually gets married, Salman Khan, in his signature style, said, “Hogayi, tumhare sab girlfriends ki ” means All your girlfriends got married, leading to a look of incredulity on Prem’s face.
After a brief exchange about how everything is still the same, the ad then cuts to the current day Salman talking about the pepsi drink.
Cadbury last year Advertisement
Bangalore-based startup Rephrase.ai also offers brands the ability to utilise the technology for promotional campaigns.
Cadbury partner with the Rephrase.ai, which create deepfake wishes for the festival of Raksha Bandhan.
Actor Hritik Roshan license the rights to his image to Cadbury, allowing the company to create a system for users who bought a limited-edition chocolate box to scan a QR code and enter a name to get a customise wish.
Sachin Tendulkar’s Ageas Federal Life Insurance Advertisement
Sachin Tendulkar was also part of a campaign by insurance firm Ageas Federal Life Insurance that record a 11-year-old version of Tendulkar recording a message to his future self, telling him to be fearless.
This promotion cuts to Sachin Tendulkar as he appears today, telling parents to prepare for the future without fear.
Glance
Lock screen content platform Glance has also utilise the technology as part of its Har Pal Happening campaign in 2021, allowing the brand to create deepfake avatars of historical figures such as Akbar-Birbal and Laila-Majnu.
Glance saw an engagement rate of 3 million organic shares and 4 million clicks, while the campaign reach more than 31 million people.
