Deception and Misrepresentation: Exploring the Rising Issue of AI-Generated Deepfakes on Indian Female Celebrities

The expansion of technology has affected human life, in both positive and negative senses. The use of technology is rapidly increasing after the advent of artificial intelligence, making it easier to manipulate information, images, videos etc. This could directly affect human life particularly women. Female celebrities are very much vulnerable, as evident from multiple cases in India where their images have been manipulated. Women who use social media publicly, especially those in the workforce, feel increasingly unsafe. Anyone with ill intent can create deepfake videos to target them. An attempt is being made to destroy the image by using AI-generated deepfake to spread obscenities and pornography. This is done with the intension of becoming viral and getting more views, but it puts women in serious danger. The risk of harm to security, privacy and reputation has increased due to deepfake. It can alter publicly available information to create massive instability. According to the technical company, Deepfake Lab, during Jan-June 2020, 49081 cases of deepfake have been registered in Asia. In November 2023, the world's first AI Security Summit was held at Bletchley Park in UK, where politicians and tech leaders have come together to monitor the growing dimensions of Artificial Intelligence. This study would apply a mixed method to collect data, including the analyses of specific deepfake videos targeting Indian actresses. A survey of working women will also be conducted to gather their perspectives on this digital threat, exploring concerns related to privacy, data security and cyber crime. The expected outcome of this study is that deepfakes have harmful effects on women, fostering feelings of vulnerability and unsafety. Consequently women may self-censor oe hesitate to engage on digital platforms.