Deepfake

A deepfake is AI-generated or AI-altered video, image or audio that makes a real person appear to say or do something they did not.

In practice: Face-swap, voice cloning and video generation tools can all produce deepfakes. The same technology has legitimate uses such as dubbing, film effects and consented avatars, and harmful ones such as fraud, fake endorsements and non-consensual images.

Why it matters when picking a tool

Only use a real person's face or voice with their permission. Reputable tools require consent for likeness and voice features. Creating sexual or deceptive deepfakes of real people is illegal in a growing number of countries.