AI and Deepfake Technology in Times of Crisis of Trust in Media

While the concerns about media trust have historical roots, the dynamics have evolved with technological advancements, the rise of digital media, and the challenges posed by disinformation in the 21st century. Deepfake – the media content (text, images, videos) created by AI technology – is just another concern for journalists, politicians and society in the current media trust crisis. It is a tool that can be successfully applied in an information warfare. To be honest, face and voice spoofing has always existed, but deepfake technology may now make fake videos faster, cheaper, with high quality and is accessible to anybody. Although deepfake videos have the potential to undermine trust in journalism, their actual impact on audiences remains limited due to information overload, increased suspicion and skeptical attitude, decreased trust in media and advanced audience adaptability for orientation in the information flow.