Deepfake technology and its deep connection to news, social media, and politics has been a topic of much discussion recently. This video of Kari Lake readily admits that its’ a Deepfake but brings up an important point about how Deepfake technology is likely to be used through the 2024 U.S. election season. Her admission that this is a Deepfake gives it only medium potential for virality. 

Now more than ever, it is easy for anyone to create fake endorsements and statements by public figures. This represents the major risk for confusion and the spread of misinformation.

Images have previously been a major source of deepfake misinformation but the rapid improvement of audio and video modalities is shifting the types of Deepfakes going around the internet. As Deepfakes continue to become more sophisticated, it will be crucial to have accurate detection and media intelligence available at the point of upload for all consumers.