Recent steps have been taken in the battle against deepfakes, including voluntary commitments from AI startups and big tech companies, as well as a call for a ban by civil society groups. However, challenges persist, such as technical feasibility, accountability across the deepfake pipeline, and the limited effectiveness of detection tools and watermarking. These issues highlight the broader need for regulating AI-generated content to combat disinformation.
Addressing the Issue of Deepfakes with AI Regulations and Solutions
Recent developments in the fight against deepfakes have brought encouraging news. The US Federal Trade Commission is finalizing rules to ban the use of deepfakes that impersonate people, and leading AI startups and big tech companies have voluntarily committed to combating deceptive AI use in the 2024 elections. Additionally, civil society groups have called for a ban on deepfakes, raising public awareness. However, while these initiatives are a positive start, the challenge lies in the details.
Challenges of Outright Bans and Open-Source Systems
Existing rules in the UK and some US states already address deepfakes, but outright bans may not be technically feasible. The spread of harmful deepfakes from open-source systems and end-to-end-encrypted platforms presents a significant challenge. Regulation needs to encompass all actors in the deepfake pipeline, including holding companies accountable for both creating and spreading deepfakes.
Practical Solutions and AI Marketplaces
Model marketplaces such as Hugging Face and GitHub play a crucial role in controlling the spread of deepfakes. These platforms have implemented measures to add friction to the processes of accessing tools and creating harmful content. Other solutions include better watermarking and content provenance techniques for detection. However, enforcing watermarking on all AI-generated content presents challenges and could lend credibility to harmful content.
Promising Approaches and the Bigger Picture
Looking at the bigger picture, deepfakes are a symptom of broader issues with information and disinformation on social media. Addressing these challenges could drive a push for regulating platforms and promoting public understanding and transparency.
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