Deepfake technology will be “massively problematic” in the run-up to next year’s US Presidential Election, Jess Kelly has warned. Facebook owner Meta has announced new rules that will require political advertisers to declare when social media posts have been produced using AI or manipulated using digital tools. The rules will govern all posts on Facebook and Instagram – and they will be enforced using a mix of human and AI fact-checkers.
Tech Correspondent Jess Kelly said the rules will not prevent deepfakes from impacting on political life. “It can be very serious and I think the scariest part of the deepfakes is, even if Meta and other platforms do put labels on videos, it may not be instantaneous,” she said. “So, a post could be up online for say 12 hours, but a lot of damage can be done in 12 hours. A lot of people will see a video and believe the content.”Jess noted that one of the most entertaining examples of deepfakes going viral was this year’s image of the Pope in a puffa jacket. “Absolutely everybody loved it,” she sai
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