It is currently illegal to share deepfakes, but the law against creating them has not yet come into force.
For the Government & Public Sector, this means increased responsibility in enforcement and a need to develop technical expertise in deepfake detection and AI forensics. Cybersecurity & AI Safety companies must adapt their offerings to address the full lifecycle of deepfakes, including their creation. Legal & Professional Services will see increased demand for expertise in AI law and compliance. Media & Entertainment will face greater pressure to authenticate content and combat misinformation.
Businesses using AI for content creation or customer service automation will need to implement robust safeguards to prevent the generation of deepfakes or misleading content. This may involve developing sophisticated detection mechanisms, watermarking techniques, and bias mitigation strategies. Furthermore, it necessitates retraining AI engineers and content creators to be acutely aware of legal and ethical boundaries.