In recent weeks, a series of deepfake videos featuring Bollywood actresses have gone viral, raising concerns about the growing threat of deepfakes and their impact on women in particular. Deepfakes, which involve replacing a person’s face or voice with someone else’s using artificial intelligence (AI), have been targeting celebrities for a while, with Hollywood actresses like Natalie Portman and Emma Watson among the high-profile victims. However, recent advancements in AI have made it easier than ever to create realistic synthetic images and videos, leading to a surge in deepfakes in countries like India, where factors like a large young population, heavy social media use, and a fascination with Bollywood contribute to the rapid spread of such content.
The rise of deepfakes in Bollywood is a concerning trend that poses multiple risks. Firstly, deepfake videos can be used for clickbait purposes, generating substantial ad revenue for the creators. Additionally, those who engage with the content may unknowingly provide their personal data, which can be sold without their consent. Moreover, deepfake videos often involve the non-consensual use of women’s images, leading to the objectification and commodification of their bodies. Research firm Sensity AI estimates that between 90% and 95% of all deepfakes are non-consensual pornography, predominantly targeting women. This not only violates their dignity and autonomy but also perpetuates harmful beauty standards and objectifies female bodies.
The impact of deepfakes goes beyond individual actresses. Deepfakes have also targeted other public figures such as Indian industrialist Ratan Tata, highlighting the broader implications of this issue. Governments and tech companies worldwide are increasingly concerned about the potential damage deepfakes can inflict on democratic processes, particularly during elections. Deepfake videos can be weaponized to spread misinformation and manipulate public opinion, threatening the integrity of democratic systems. Therefore, it is imperative for social media platforms to take proactive measures in identifying and removing deepfakes.
India’s government has recognized the severity of the deepfake issue and has been taking steps to combat it, particularly as the country heads into a general election year. Under India’s IT rules, social media platforms are required to ensure that no misinformation is posted by any user, and failure to comply can result in legal consequences. However, addressing the problem of deepfakes requires a global effort, as it extends beyond Bollywood and impacts individuals from various sectors.
To effectively combat deepfakes, male allyship is crucial. While the victims of deepfakes, predominantly women, are speaking out against the issue, there is a need for more support from men. Men must actively join the conversation, raise awareness, and take a stand against the creation and dissemination of deepfakes. Holding social media platforms accountable for the presence of deepfakes and urging them to implement stricter policies and algorithms to detect and remove such content is also essential.
The rise of deepfakes in Bollywood raises significant concerns about privacy, consent, and the potential manipulation of public perception. By understanding the impact of deepfakes and taking collective action, we can strive towards a safer digital landscape that respects individuals’ rights and protects democracy.
