Big Data and Artificial Intelligence

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Artificial intelligence (AI) and machine learning(ML) have evolved rapidly over the years with immense capabilities from defeating humans in games such as go and chess to targeted ads based on one’s Internet search history. The latest technology from AI and ML is “deep fake,” where persons in a video can be replaced by someone else (Rees, 2019). Although the field of AI is consistently producing sophisticated technologies, most of them tend to be highly esoteric and a preserve of “nerds” (Rees, 2019). Deep fake technology has immense pros, such as the ability to create videos with extreme viral potential.

One pro of this technology is its ability to be applied to art. An example is classic movies bringing dead actors back to life in remakes or sequels (Pros and Cons: Deepfake technology and AI avatars, 2020). For sure, Star Wars fans would be excited to experience Peter Cushing again; a trailer movie with such a breakthrough has immense viral potential if posted on Twitter. Companies could also recreate their famous ads from the past; the possibilities are endless.

Of course, there are cons associated with deep fake technology; its core concept is to create a fake so good that it can be considered authentic. Seemingly, its real strength is also its greatest weakness in that it can create deception (Chandler, 2020). A situation can emerge where rogue actors make a fake message from a company’s CEO, hack into their official Twitter and post it. Viral news is known to cause stock market crashes with billions in losses. The consequences are as dire if it happened to a president’s account. By the time it is revealed that the video was fake, the damage would already be done.