Deepfake technology is rapidly improving, making it easier than ever for ordinary users to generate eerily realistic fake videos with little effort. Experts say the rise of apps that let people create deepfakes in minutes — just by typing a prompt and moving their head — is fueling a surge in manipulated content that can be used to deceive or mislead.
One major concern is how these convincing fakes could erode trust in institutions. When people see a realistic video of a politician saying something outrageous or a public figure in a compromising situation — and don’t know it’s fake — it can have serious societal consequences, from sowing distrust to influencing elections.
Because regulation hasn’t kept pace with technology, many deepfakes are slipping through the cracks. While some laws exist to criminalize non-consensual intimate deepfakes, broader policies — especially around political or benign deepfake content — are still very limited. The lack of strong legal guardrails makes it hard to prevent misuse without undermining freedom of expression.
Experts suggest the solution lies in coordination: tech companies, regulators, educators, and civil society need to form multilateral coalitions focused on sensible and enforceable rules. Better labeling of AI-generated media, clearer standards for intent, and mechanisms for accountability could help slow harmful deepfake spread and restore some trust in digital content.
