Over 75% Indians Have Come Across Deepfakes In Last 12 Months: Study

A recent survey revealed a worrying trend where 75% of Indians have been exposed to some form of deepfake content in the last 12 months. Deepfakes, synthetic media generated by artificial intelligence, have become a burgeoning concern across the world. The survey by the private cybersecurity firm McAfee showed that at least 38% of the respondents have encountered scams related to deepfakes during this time. The results released on April 25 showed that every fourth Indian studied by the firm admitted to coming across political deepfakes.

The survey sheds light on the alarming extent of manipulated and deceitful content in India. The widespread exposure to deepfakes puts a heavy burden on individuals' ability to trust online content as well as deflects their online safety. 

Deepfakes In India

Several public figures from fields like entertainment, sports, and business have been victimised by deepfakes in the past year. The manipulated content particularly poses a threat to women, who are targeted by online sex crimes.

The McAfee study stated, "This issue is magnified in India, as many people unknowingly forward deepfake content on social media, mainly WhatsApp and Telegram groups, without verifying its origin, causing a multiplier effect."

The survey showed that 22% of the respondents have come across political deepfakes, revealing the harmful repercussions of misinformation and undermining trust in media and institutions. 

Prime Minister Narendra Modi flagged the perils of deepfakes and the misuse of technology after a slew of Indian celebrities were targeted. These celebrities include Rashmika Mandanna, Alia Bhatt, and most recently, Ranveer Singh, among others.

How To Curb The Threat

The harms of deepfakes and other isused technologies have rang alarm bells about online safety, especially for women. Many experts have pointed out how deepfakes have been used to produce pornographic content targeting women. 

Speaking to SheThePeople, tech journalist Madhumita Murgia shared what can be done about this burgeoning concern. She pointed out how not just women in the public eye, but even ordinary individuals have fallen prey to these harms.

Murgia, who is the writer of Code Dependent: Living in the Shadow of AI, expressed, "If we don't regulate on a global scale, we would be walking into a problem that's only going to get worse."

"There has to be some protection from governments to ensure that people who are twisting the technology and wielding it as a weapon against women are held accountable," she pointed out.

Following PM Modi's warning on deepfakes, the government issued advisories to all social media and internet intermediaries pushing them to apply strict standards on controlling the spread of misrepresented content.