Rashmika Mandanna's deepfake video goes viral: What is deepfake AI technology and all you need to know

Artificial Intelligence (AI) is quite popular these days as it not only improves efficiency but also reduces human error. However, there are several downsides to this technological development. The biggest one is that it can mimic individuals in videos which gives rise to concerns about the spread of fake content. Recently, a deepfake video of Pushpa actress Rashmika Mandanna went viral on social media. The actress has expressed her disappointment over the viral fake video and also pointed out the possible misuse of technology to malign someone's image.

As the AI-based deepfake video of Mandanna went viral, here's all you need to know about it.

What is Deepfake AI technology?

Deepfake AI is a form of Artificial Intelligence (AI) that uses synthetic data to create convincing images, audio and video hoaxes that appear convincingly real. 

"Deepfake technology is the use of advanced machine learning algorithms to alter images, voices, or videos, replacing one person's likeness or sounds with another's. This results in a manipulated piece of media that appears convincingly real," said Ajay Setia, CEO and founder of Invincible Ocean, India’s first SaaS-based Metaverse platform.

Who can make deepfake videos?

According to Sameer Dhanrajani CEO, AIQRATE & 3AI, anyone with access to the internet can potentially make deepfake videos using available software and AI tools. 

"Practically, everyone with elementary programming skills can create deep fake videos. DeepFaceLab is one of the programming languages that allows to creation of deepfake videos. It uses machine learning and human image synthesis to replace faces in video," Dhanrajani said.

What can be done using deepfake technology?

Deepfake technology can be used positively, for example, artists can create new types of digital art or bring performances of artists who have passed away to life. It can also be useful for dubbing movies in different languages with the original actors' voices or creating realistic training simulations for professionals.

"However, it has negative uses too, such as creating fake images or videos that seem real or copying someone's voice to make it sound like they said something they never did," Setia added.

Are there any rules or regulations regarding deepfake videos? 

Hawaii, Virginia and Texas have criminalised more obscene deepfakes, while California and Texas allow for civil actions. 

"Texas and California also have laws that restrict deepfakes that could impact political campaigns. In India, section 66E of the IT Act of 2000 is applicable in cases of deepfake crimes that involve capturing, publishing or transmitting a person's images in mass media, violating their privacy. However, stricter norms are to be implemented to prevent the proliferation," Dhanrajani said.