Every technological innovation has potential for abuse. Given how heavily our societies and business models rely on information, deepfakes perhaps have more potential for misuse than most. It’s shortsighted, though, to focus only on the potential for negative impact—and businesses doing so are leaving value on the table.
We must address deepfakes, to be sure. And we need to think through the ethical implications whenever we apply GANs and other underlying methods, just as we should with any technology.
But businesses have much to gain from creative, thoughtful use of deepfake technologies. In everything from product development to healthcare to the entertainment industry, synthetic data offers real value. How will you capture it?