Synthetic media technologies are rapidly advancing, making it easier to generate nonveridical media that look and sound increasingly realistic. So-called “deepfakes” often present a person saying or doing something they have not said or done. The proliferation of deepfakes has already created negative consequences such as nonconsensual pornography, political disinformation, and financial fraud. Deepfakes can harm viewers by deceiving or intimidating, harm subjects by causing reputational damage, and harm society by undermining societal values such as trust in institutions.

      It will take the efforts of many different stakeholders including platforms, journalists, and policymakers to counteract the negative effects of deepfakes. Technical experts must marshal their expertise and direct their efforts to find solutions that allow the beneficial uses of synthetic media technologies and mitigate the negative effects. 

      There is no doubt that synthetic media can be used for beneficial purposes, such as in entertainment, historical reenactment, education, and training. The pressing challenge is to reap the positive uses of synthetic media while preventing or at least minimizing the harms. There are numerous opportunities to direct effort in buttressing against some of the worst outcomes.