Macron Employs Deepfake Videos to Kick Off AI Summit in Paris

In an unexpected move, President Emmanuel Macron has utilized AI deepfakes to promote the AI Action Summit in Paris, igniting discussions on both the potential and pitfalls of artificial intelligence.

In a recent social media post, French President Emmanuel Macron shared a light-hearted video featuring AI-generated deepfake montages of himself appearing in various popular movies and TV shows, such as a 1980s euro disco hit and the show MacGyver. The initiative is part of a campaign to draw attention to the ongoing AI Action Summit in Paris, where world leaders and tech leaders gather to discuss the impacts of artificial intelligence. Macron humorously reacted to the videos, remarking, "nicely done," and acknowledged their entertainment value, recognizing the fact that he has become a meme among certain social media users.

Although the deepfake videos generated laughs and amassed millions of views, experts have warned that such use may contribute to the normalization of deepfakes, complicating the challenge of identifying real versus fabricated content. Paul McKay, a principal analyst at Forrester, cautioned against the inadvertent impact of normalizing deepfakes, stating, "Normalising deepfakes in this way should not be encouraged as it continues the difficulty with telling what is real and what isn't." Similarly, Dr. Richard Little from Salford Business School pointed out that such playful takes might inadvertently promote the use of deepfakes, both on social media and in scams.

Throughout the summit, discussions also revolved around the EU's recently implemented AI Act aimed at regulating AI use, which some participants criticized for potentially stifling innovation. Macron, acknowledging the dual nature of deepfakes, reiterated in past statements that while they could foster creativity, they also posed risks to democracy by potentially spreading misinformation. He proposed regulations to ensure responsibility among those disseminating this type of content.

As the summit progresses, a global declaration of shared goals and ethical responsibilities regarding AI is expected to emerge, although the US and the UK have yet to clarify their positions on signing it. In a rapidly evolving world of AI, this event not only aims to address its opportunities but also raises significant questions about its ethical and societal implications.