With great power comes tremendous responsibility! – the iconic Spiderman saying seems to fit nicely with modern deepfake technology. Artificial technology is a blessing when used for good, but a curse when used for evil, as in the case of actress Rashmika Mandanna, whose deepfake video caused widespread concern. Following Rashmika’s case, celebrities and the who’s who of South Indian cinema have expressed grave worry over the widespread exploitation of deepfake technology. While the desire for an effective legal framework to combat the threat and identify perpetrators for harsh punishments is growing, Reporter.in examines the topic from a Southwide perspective, including an explanation of what deepfake is all about. Have you ever heard the term “photoshopped”? That is, after all, a simple aspect of manipulating a photo image that even senior folks who are not tech-savvy may accomplish on their iPhones. Several photos, ranging from US President Abraham Lincoln to Russian ruler Joseph Stalin to Italian dictator Benito Mussolini, have been the subject of photo manipulation, in which the original images have been altered. This is arguably where it all began, and the current term for an improved version of faking it is Deepfake Technology. According to Akshay Kumar, a motion graphic designer who also operates a creative studio in Bengaluru with expertise in working for features, hundreds of websites and mobile applications use AI technology to provide such services.
“Previously, it required the knowledge of an expert who was well-versed in multiple software technologies to alter/manipulate a photo or a video.” “It can now be done in three simple steps on a website/app,” he told Reporter.in. According to Akshay Kumar, there are only three steps: upload a high-quality image/video, select famous pictures, and get the AI video. According to Varun, a video editor, certain websites charge based on rendering and customized services. “A monthly fee of $10 or so is charged for limited services.” AI gains knowledge from information/data available on the Internet. “The AI uses images of Prime Minister Narendra Modi or any other well-known celebrity, videos, and even their voices,” he explains. Varun goes on to say, “Websites like deepswap.ai.faceswap, picsi.ai, runwayml.com and many more do the job in just a few clicks.” Deepfake’s emergence, in fact, was exploited for harmless and entertaining purposes. Deepfake is an abbreviation for deep learning and fake. Deep running techniques such as generative adversarial networks (GANs) are used. “AI and deepfake were all fun for a while — but only until these technologies started to be used with utter carelessness,” says Malayalam director Devan. In the film Valatty (2023), I employed AI technology to make dogs talk. I had no idea it would be used to deepfake human beings without their consent.” He expresses relief that the Union government has directed that all social media platforms remove deepfake information within 24 hours. “But the impact is minimal since damages would already be done in that time frame.” Devan observes that, in addition to rules, something should alter within the culture. “People should be aware of the ramifications of invading other people’s privacy and using content without permission.” Children must be educated at school. Otherwise, this will spread like a virus that no one can stop.”
Meanwhile, actress Manjima Mohan expressed her profound concern over deepfake technology on X, saying, “This is very terrifying! Immediate action is required! Otherwise, this could become a greater problem in the future!” On X, Tamil actress Athulya Ravi voiced her support for Rashmika Mandanna. “The misuse of AI and making deepfake videos is becoming dangerous day by day!” she added. I know it’s unavoidable, but let’s raise awareness and work together to resist such technological exploitation! The impact will be the same whether it is a celebrity or a regular girl! Rashmika, don’t give up and stay strong!” Also, on her X account, singer Chinmayi Sripada stated her intention for a nationwide awareness campaign to educate the public about the dangers deepfakes bring to girls. While deepfake is a double-edged sword, the same technology has also been put to beneficial advantage. Akshay Kumar mentions advertising created by a major optical retail chain. The technology was used by the company, which involved Bollywood actor Ayushmann Khurrana. Deepfake technology was used to take marketing to the next level. The performer and shoppers interacted in real time, using a combination of artificial intelligence, facial recognition, and augmented reality.
Not only that, but a recent campaign involving Bollywood by a major producer of chocolate cookies Badshah Shah Rukh Khan used AI technologies to run a creative campaign. The advertisement invited anyone to upload a photograph that would be replaced with a person shown beside the actor. “Let’s put you in our ad with SRK!” said the ad. We know it’s a fantasy of yours as well.” Rashmika Mandanna’s deepfake video has undoubtedly made waves in the film industry. Aside from the fact that an artificial intelligence tool can be used to create a person with a morphed face, it raises some important considerations about the protection of individual rights in society. Many Tollywood celebs reacted to the video with shock and concern over the misuse of artificial intelligence. “It’s truly disheartening to see how technology is being abused, and the prospect of what this could lead to in the future is even more terrifying.” Action must be taken, and some form of legislation must be enacted to safeguard those who have been and will be victims of this. “Strength to you,” Akkineni Naga Chaitanya wrote. Meanwhile, Mrunal Thakur, who stars in Nani’s next film Hi Nanna, turned to Instagram to convey her thoughts on Rashmika Mandanna’s deepfake video. “Shame on people who resort to such things; it demonstrates that such people have no conscience at all.” Thank you, Rashmika Mandanna, for speaking up about a problem that many people chose to remain silent about.” “Every day, there are morphed images and edited videos of female actors floating around the internet zooming into inappropriate body parts,” Mrunal remarked. What direction are we taking as a community and as a society? We may be famous actresses, but at the end of the day, we are all just people. Why aren’t we discussing it? Don’t keep quiet. Isn’t now not the time?” On his Instagram account, Telugu actor Vijay Deverakonda published an article on the government cracking down on deepfakes following the viral video of his Geetha Govindam (2018) co-star Rashmika Mandanna. He went on to say, “Extremely important steps for the future.” This should not have happened to anyone. People will be safer if there is an effective and easily available cyber wing for fast crackdowns and punishment.”
Deepfake technology has far-reaching implications and has infiltrated much too deeply into our modern civilization. So, the next time you come across something unusual and difficult to believe that appears to be the work of an AI attempting to deceive you, make sure to cross-check it using available software tools and, most importantly, do not forward it at any cost and do not forget to report it to the cyber authorities.
