![]() ![]() Staying off of social media aids the people creating the deepfake videos. Some people find it counterintuitive to embrace social media – the very source of their problem. To solely rely on social networks to protect you or your organization against deepfake videos would be a mistake. However, we’ve seen how much trouble they’ve had with combating fake and misleading content. Social networks are working to build in deepfake detectors to flag such videos. – to police and stop this? Don’t they have a big stake in doing so? It would look so real that many people would believe it before it could be proven fake.ĭo you think we can depend on the social media sites themselves – Facebook, Tik Tok, Instagram, etc. In a video, a person could be made to commit a hate crime or say something truly awful. The negative ramifications of this could be enormous, especially for public figures who already have a lot of quality video footage available. What are the implications you see right now from a reputation management and crisis communications perspective? But some people already can, and the technology is rapidly advancing. To be clear, I don’t think this is something just anybody could do today. And the real problem is that, over time, these videos are becoming easier and easier for people to create. The quality of the videos is what jumps out at me. ![]() What jumps out at you about the Tom Cruise deepfakes? So, we’ve known about these realistic forgeries of people doing and saying things that never happened for at least a few years now. Scott talked about this increasing threat – and how to prepare for it. We reached out to Scott Juba, Owner of Radar Public Relations and Consulting and a frequent partner to Hennes Communications in our work particularly with online reputation management. Meanwhile, the increasing realism and ease of creation mean deepfakes must be factored into crisis-scenario planning. The recent release of Tom Cruise deepfakes on Tik Tok shows the technology has reached a new, disquieting level of realism.Ĭhris Ume, the visual effects artist behind the Cruise deepfakes, came forward in the last few days to claim responsibility – and urge the adoption of laws for responsible use of artificial intelligence and deepfakes, as in one of his first interviews with Fortune. The technology is so advanced that many can’t tell that Cruise isn’t actually the one in the video.Is Fighting Fake Videos Mission Impossible? No, But Tom Cruise Fakes Show Online Threats Risingĭeepfake videos have been making news and shaking up people who worry about truth and fact for several years now. Miles Fisher’s videos have proven to be harmless and have depicted him (with Tom Cruise’s face) playing golf or giving himself a pep talk in the mirror. When it suddenly blew up we contacted Tom Cruise’s team and ultimately they didn’t have an issue.įor those unaware, “deepfakes” are created when someone uses artificial intelligence to put a person's face on someone else’s body so it appears that someone is performing an action that they never participated in. Obviously Tom Cruise is kind of irreverent, fun, entertaining content. was begun with the purpose of generating awareness for manipulated media, and the potential for what could happen. And as the tech-savvy content creator explained to CoinDesk, there don't seem to be any hard feelings from the actor when it comes to the digital recreations: When it comes to the Cruise videos, Fisher reached out to the Mission: Impossible actor once the videos garnered widespread attention online. Now, Fisher is the co-founder of a growing artificial intelligence software company. Miles Fisher, the creative mind behind the videos, originally started making the deepfake videos of Tom Cruise as an art project under the TikTok account DeepTomCruise. ![]()
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