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Deepfake videos of popular actresses like Alia Bhatt, Katrina Kaif and Rashmika Mandana circulating on social media reinforce the immediate collective need and call for action from all sectors to combat the dire consequences of technology.
As these sophisticated manipulated videos and images continue to proliferate, the debate around regulation, prevention and awareness has taken center stage as industry experts seek to guard against misinformation and protect individual integrity.
Aaron Bugal, Field CTO (Asia Pacific and Japan), Sophos, emphasized the importance of the government’s intervention, saying, “It is heartening to see that the Ministry of Electronics and IT has issued an advisory to social media companies asking them to address deep fake content. . Such government actions their rigorous advice can help flatten the data curve used to create deep fake content.” Bugal highlighted the importance of digitally signed videos for content authentication and immediate response strategies for those who encounter misrepresentation online.
Meanwhile, Kumar Ritesh, founder and CEO of CYFIRMA, outlined the need for comprehensive regulatory frameworks and public awareness campaigns, noting that “regulatory frameworks to protect against misuse of deep counterfeiting technology are nascent and will certainly evolve over time.” He advocated laws targeting the creation, distribution and malicious use of counterfeits, while emphasizing the role of governments in funding technology development and international cooperation.
Similarly, Pankit Desai, co-founder and CEO of Sequretek, emphasized the urgency of a clear regulatory framework, stating that “a clear definition of deepfake and the associated criminal consequences are paramount.” Desai emphasized the role of social media in content moderation and user education to limit the spread of manipulated content.
Lakshmi Rebecca, founder of Red Bangle, emphasized the need for proactive measures, stating, “While deep fake technology offers significant opportunities in video production, its misuse is a significant threat to trust and authenticity.” He supported the ethical and transparent application of deepfake technology in brand storytelling.
Vinayak Shrivastav, CEO and founder of VideoVerse, noted the need for strong regulations and the role of AI, stating, “Decreasing the spread of deepfake requires a multi-pronged approach, while platforms and technology companies strive to implement AI-based solutions for detection.” He also emphasized public awareness campaigns and industry collaboration. importance for solving the ethical dilemmas surrounding deepfake technology.
Like other industry experts, mFilterIt founder and CTO Dhiraj Gupta outlined the need for proactive measures, noting, “We need a proactive alert-based system where we need to be alerted and through human and artificial intelligence to put the received deep fake on hold.” Gupta said platforms should take responsibility for content, especially given the viral nature of deepfakes.
Mayank Bidawataka, founder of Indian microblogging and social networking platform Koo, expressed the platform’s commitment to combating deep fakes and confirmed, “We are going to implement a list of proactive measures to stop the distribution of such content to keep users safe.” Bidawataka emphasized the intention to freeze accounts involved in the distribution of such content, following regulatory guidelines to ensure a safer internet space.
The unified position of industry insiders emphasizes the urgency of combating the deep counterfeiting threat. Their collective calls for strong regulations, technological innovation and public education campaigns illuminate the multifaceted approach needed to navigate this rapidly evolving landscape, ensuring a safer and more trusted digital environment for all.
