From Deepfakes to TikTok Filters: How Do You Label AI Content?


When an astonishingly realistic deepfake of Tom Cruise spread across the internet in March, many people were quite rightly shocked. Its pinpoint realism suggested artificial intelligence had leapt forward several years.

But one important feature was easily missed. By using the social media handle “deeptomcruise,” the creator was transparent about the fact it was a deepfake.

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