It comes after government urged Ofcom to use all its powers – up to and including an effective ban – against X.
For the Media sector, this increases scrutiny and the need for fact checking. Government now has a precedent and mandate to act against AI tools. For the Legal sector, there will be legal battles over the exact definition of deepfakes and requirements for labeling.
Businesses relying on social media platforms for marketing and communication must now factor in the risk of deepfake content impacting their brand reputation. Content creators and platform managers will need to implement robust AI-powered detection and moderation tools to mitigate the spread of harmful deepfakes, increasing operational costs and demanding new skillsets.