French President Emmanuel Macron has embraced the world of artificial intelligence (AI) by using AI-generated deepfake videos to promote the AI Action Summit taking place in Paris. In a recent video shared on his social media accounts, Macron humorously reacted to a montage of deepfakes featuring his likeness in various films and television shows, remarking, "nicely done."
The deepfake videos, which have gained popularity on French social media over the past few months, showcase Macron inserted into a range of scenarios, including a 1980s euro disco hit, a hair tutorial by an influencer, and the classic TV show MacGyver. This playful acknowledgment of his status as a meme reflects a growing trend of using technology for light-hearted engagement. Macron commented on the deepfakes, stating, "It’s pretty well done, it made me laugh," before shifting to a more serious tone about the potential of AI in sectors like healthcare and energy.
The AI Action Summit, which began on Monday, aims to gather global leaders, technology executives, and academics to discuss the societal, governance, and environmental implications of artificial intelligence. Macron emphasized that France and Europe must be at the forefront of this technological revolution to harness opportunities while promoting ethical principles.
While the deepfake videos may appear to be harmless fun, experts have expressed concerns about their broader implications. Paul McKay, a principal analyst at Forrester, cautioned against normalizing deepfakes, arguing that it complicates the ability to discern real from fake content, ultimately blurring the lines of truth in media. Dr. Richard Whittle from Salford Business School echoed these sentiments, warning that such playful uses of deepfake technology could inadvertently encourage its misuse, both in social media and by scammers.
The debate surrounding deepfakes has intensified, especially given Macron’s previous remarks in October, where he acknowledged the potential for deepfakes to spread misinformation and disrupt democracies. He advocated for regulations that would hold individuals accountable for disseminating such content, highlighting the need for responsible use of AI technologies.
The summit also comes amid discussions about the European Union’s newly implemented AI Act, which has faced criticism for potentially stifling innovation. During the event, the EU announced plans for a €37.4 million budget to create a Europe-wide open-source AI model. A global declaration outlining shared AI goals and ethical responsibilities is expected to be revealed at the conclusion of the summit, although the United States and the United Kingdom have yet to confirm their participation in signing it.
As the summit progresses, the implications of AI on society remain a focal point of discussion, with leaders grappling with the balance between innovation and ethical considerations in the rapidly evolving technological landscape.