Sachin Tendulkar is not the first celebrity to have fallen victim to deepfake AI. In November, a deepfake video of actress Rashmika Mandana also surfaced online, raising concerns about privacy rights
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On Monday, Sachin Tendulkar, the former Indian cricketer, strongly responded to a widespread deepfake video falsely depicting him endorsing a mobile gaming application. Expressing his concern, Tendulkar labeled the incident as “disturbing” and urged his fans and followers to report such deceptive videos. Sharing the manipulated video on social media platform X (formerly Twitter), the cricket legend emphasized the falsity of the video and its counterparts. Tendulkar emphasized, “These videos are fake. It is disturbing to witness the widespread misuse of technology. I appeal to everyone to report such videos, ads, and apps in large numbers.”
Tendulkar also directed his concern towards social media platforms and said they need to be alert and responsive to such complaints. “Swift action from their end is crucial to stopping the spread of misinformation and deepfakes,” he further wrote.
What is deepfake technology?
Deepfake artificial intelligence (AI) represents an emerging technology designed to produce convincing deceptive images, audio, and video content. According to the United States’ Government Accountability Office (GAO), this technology can replace faces, manipulate facial expressions, synthesize faces, and generate speech, enabling the creation of content that portrays individuals appearing to say or do things they never did. Deepfakes are utilized with the intent of spreading misinformation.
Sachin Tendulkar’s viral deepfake video In the fabricated video
, Sachin Tendulkar is portrayed endorsing the mobile application ‘Aviator,’ claiming that his daughter, Sara Tendulkar, also engages with it. The video further alleges that Tendulkar asserts the application facilitates easy money-making and is readily downloadable on smartphones.
Controversy over Rashmika Mandana’s deepfake video
It’s noteworthy that Tendulkar is not the first celebrity affected by this concerning AI trend. In November of the previous year, a deepfake video featuring actress Rashmika Mandana went viral, raising privacy rights concerns as AI becomes increasingly integrated with social media platforms.
In response to the concerning trend, the government issued a notice to social media platforms in December, urging compliance with the Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021. The government advised platforms to take more stringent measures to combat the proliferation of deceptive ‘deepfake’ content.
Experts have emphasized the urgency of addressing this escalating trend, which is expected to exacerbate issues related to misinformation and privacy infringements, particularly in the context of elections and non-consensual pornography.
Significantly, the ‘2023 State of Deepfakes Report’ by ‘Home Security Heroes,’ a US-based web security services company, revealed a five-fold increase in deepfake videos since 2019. (With PTI inputs)
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