Psychological Impact of Deepfake Technology on Trust and Perception 

How often have you seen celebrities dancing to the trending audio online? How frequently have you laughed at the parody versions with audios that mimic the movie scenes? Wonder, what makes the AI-generated content so refined that it appears like reality? Deepfake Technology fabricates the original and authentic content, making it look so real that humans fail to distinguish between actual and virtual reality. This article explores the psychological impact of Deepfake Technology on trust and perception, which may lead individuals to a destructive path. 

What is Deepfake Technology? 

Deepfake technology is a form of artificial intelligence in which deep learning algorithms and machine learning methods create convincingly realistic images, videos, or audio that may fabricate or manipulate real-time environments, people, or events. “Deepfake” is derived from the words “deep learning” and “fake,” which refers to the fabricated nature of the content we see online, which is created by the neural networks and data learning patterns of AI.

Deepfakes are not morphed, edited, or photoshopped images or videos. In fact, they are just a combination of available content created using specialized algorithms and machine learning. These refined images and videos are made using generator and discriminator algorithms. These algorithms build a training dataset based on desired outputs and analyze how authentic the original version of the content is. So basically, there are neural networks called generative adversarial networks formed through these algorithms that identify patterns, angles, and details in the accurate content and replicate those patterns to create fine-tuned outputs of this technology.

We often see deep fake videos of celebrities where they may do or say things they never engaged in. Social media platforms like Snapchat and Instagram enable face-swapping filters and augmented reality through facial alterations. This technology is used for character customization in gaming to allow VR experiences and engage in immersive adventures during streaming.

Read More: Snapchat Dysmorphia: How Photo Editing impacts Body Image

Why is it a matter of concern? 

Deep fakes pose a more significant challenge when they blur the lines between information received from legitimate sources and unreliable sites. 

It’s a double-edged sword with potential positive implications but poses significant risks. From enhancing storytelling to generating special effects economically, it favors the field of media and entertainment by allowing more creative flexibility and posthumous performances. At the same time, it creates obstacles for public figures due to the manipulation of their content and invasion of privacy. 

Deep fakes are just like a demon let loose that has immense abilities to spread misinformation far and wide. This misinformation can lead to confusion, distrust, and public panic. For example, fabricated videos of a politician going viral about an entirely controversial statement. This can leave people divided and enraged, creating an environment of skepticism and wariness.

Deepfake Technology combines realism with deception, which can have far-reaching consequences if not debunked. 

What makes people trust these deep fakes in the digital age? 

In the digital age, the concept of trust has shifted from relying on traditional media outlets like newspapers, radio, and television to communicating on social media platforms, blogs, and websites. Since digital interactions dominate communication, there is an increased concern about the authenticity of the content itself. Due to these algorithms, people are so convinced to believe what they see that they are drawn to the content that aligns with their emotions and beliefs. Deepfake technology catalyzes by broadcasting fabrication information that appears indistinguishable from authentic and reliable sources. This leads to illusory truth, regardless of whether it’s real or not. 

How do Deepfakes alter our perception? 

Studies on multisensory perception have suggested alterations in information processing and decision-making abilities due to information with high fidelity. The realism in deepfake videos evokes an illusory truth effect where humans tend to prioritize visual information. Due to the absence of direct physical interaction, they perceive misinformation as the ultimate truth. Trusting spoken content adds to the superimposing visuals that deceive individuals more quickly. 

Psychological responses to this technology 

In a Qualitative study of public mental representation of Deepfake Technology, Barbara Caci and Giulia Giordano expressed their concerns about the ethical issues, cognitive dissonance, and use of Deepfake technology for malicious purposes. It highlighted the rise in digital fraud, damage to public reputations, and uncertainty due to the unregulated use of this technology. 

Deepfake holds the power to present distorted versions of reality that exacerbate existing beliefs, social bias, and prejudices. It divides people leading to polarization of existing ideological silos. According to Jeffrey T. Hancock and Jeremy N. Bailenson’s work in Cyberpsychology, the hyper-realistic manipulations of social media content undermine interpersonal trust and exacerbate individual suspicion and anxiety. They investigated the broader impact of Deepfakes on society concerning public trust and elections. It demonstrated that fabricated information undermined the democratic nature of the elections and public confidence in these institutions. 

Approaches to rebuild trust & resilience among people 

To regain trust in digital content and information received through social media, digital platforms should strive to propagate reliable and authentic information. Increasing transparency, improving editorial ethics, and fact-checking the sources can help mitigate potential harm due to deepfake content. Moving towards technological innovation and developing practical deepfake detection tools can help recognize manipulated information, images, videos, or audio. Legal frameworks and regulation of ethical guidelines can prevent the malicious use of deepfake technology for content creation. 

Conclusion: 

The rise in influence of Deepfake Technology has brought significant challenges from erosion of trust in the society to creating polarization of opinions. By fostering digital literacy, reinforcing ethical practices and developing advanced detection systems to build resilience and trust in this digital age. Public education and technological innovation can help in safeguarding the digital experiences and restoring confidence in the modern world.