AI-generated deepfakes are exploding in volume and quality, posing frightening challenges for public discourse, security, safety, and more. My guest, Henry Ajder, has been mapping the deepfake landscape since before most people had heard the term. In this conversation, he describes the dramatic changes in realism, efficiency, accessibility, and functionality of synthetic media tools since he published the first comprehensive census of deepfakes in 2019. Ajder describes the current moment as one of "epistemic nihilism," where people cannot reliably distinguish real from synthetic content and the available technological responses are not yet at a level of categorical trust. He introduces a framework of "deception, doubt, and degradation" for understanding deepfake harms, and draws a distinction between the clearly malicious, the clearly beneficial, and a vast unsettling middle ground of uses that society has not yet figured out how to evaluate.
On the response side, Ajder warns that media literacy advice is not just outdated but actively harmful, because it gives people false confidence in their ability to spot fakes. Detection tools, watermarking, and content provenance standards like C2PA, while valuable, each have real limitations. Ajder's practical advice for organizations centers on red-teaming, understanding what your tool is actually for and who it serves, and recognizing that authenticity is a strategic asset in a synthetic age.
Henry Ajder is the founder of Latent Space Advisory and one of the world's foremost experts on deepfakes and generative AI. He authored the landmark 2019 State of Deepfakes report, and has since advised organizations including Meta, Adobe, the UK Government, the EU Commission, the US FTC, and the World Economic Forum. He co-leads the University of Cambridge's Generative AI in Business programme, and sits on Meta's Reality Labs Advisory Council.
Transcript
Latent Space Advisory
The State of Deepfakes: Landscape, Threats, and Impact (2019)
The Future Will Be Synthesised (BBC Radio 4 Documentary Series, 2022)