Earlier this week, Facebook announced that it is going to remove deepfakes. Deepfakes is a technology where the real-looking images or videos are created using various platforms which are not from the official person. The tech giant, Facebook and many other social media companies are trying to ban the deepfakes technology. Though most of them are opposing this technology, but Snapchat and TikTok are taking this situation as an opportunity and they have started investing in the new ‘Deepfakes’ technology.
According to SocialMediaToday, Snapchat has taken over the start-up company AI Factory for $166 million, while TikTok is rumoured to be working on a deepfakes filter that will let you put your own likeness onto pre-existing footage within the app. TikTok’s parent company, ByteDance has also been reported that it is practising a Face Swap feature that will allow users to make their own deepfakes by swaping their face with others.
AI factory has earlier worked with Snapchat for its new feature called Cameos which does just that, and it’s not very much different from the slightly scary deepfakes videos of Obama and Mark Zuckerberg that are all over YouTube. Snapchat’s acquisition of AI Factory makes sure that the company looks further to pursue more features that animate your selfies into different videos, despite all of the fears that surround deepfakes.
Facebook and many other social media companies said that they are trying to avoid many features including deepfakes ahead of the 2020 presidential election and have recently enacted policies against “deepfakes.” But on the other hand, Snapchat, TikTok and other tech companies also have plans to cash in on this technology.
It goes without saying that this technology is problematic as it makes hard to differentiate between what’s fake and what’s real. It also gives the liberty to people to use deepfakes for promoting illegal activities, spreading hoaxes, and to overall wreak havoc to internet growth.