Fraudulent ads with ‘deepfakes’ flood social networks, and famous ‘cloned’ people begin to take legal action

Advances in artificial intelligence technology have made it easier to create deepfakes, highly realistic videos and images that replace the faces and voices of well-known people to promote everything from products to financial scams. Recent cases involving Brazilian public figures, such as Drauzio Varella and Roberto Carlos, highlight the urgency of addressing this sensitive issue.

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What are Deepfakes and how are they created?

Deepfakes are the result of artificial intelligence software that learns characteristics of faces and voices to create convincing fake content. This technology, originally developed for creative and educational purposes, has been used maliciously to deceive the public.

Platform Identification and Reaction: Large platforms like Meta and TikTok struggle to detect and remove this content, but still face significant challenges due to the increasing sophistication of AI tools. In response, these companies have constantly updated their moderation policies and tools.

Awareness and Digital Education: It becomes essential to educate users on how to identify possible deepfakes by observing inconsistencies in facial movements or shadows in order to avoid being fooled.

Legislation and digital protection

Although Brazilian legislation is beginning to address the problem, such as increasing the penalty for digital fraud, there is still a long way to go to offer a safe digital environment. The civil liability of platforms in accordance with the Marco Civil da Internet is still a topic of wide debate in the context of the dissemination of false content.

How artificial intelligence contributes to and complicates fraud detection

While artificial intelligence is the tool used to create deepfakes, it also plays a crucial role in detecting these fakes. AI tools are trained to identify patterns that differ from normal humans, helping platforms with content moderation. However, the constant evolution of deepfake creation algorithms requires frequent updates to detection systems, a true game of cat and mouse between creators and detectors.

Conclusion and future steps

The fight against deepfakes in the digital environment is ongoing and demands cooperation between technology developers, legislators, social media platforms and users. Digital education, adapted legislation and cutting-edge technology are fundamental to ensuring online integrity and security, protecting society against the risks of deepfakes.