In the dynamic landscape of online gaming, a pressing concern has recently emerged regarding the misuse of artificial intelligence (AI)-based deepfake technology. This sophisticated tool, not widely understood by the general public, is employed to manipulate videos, sparking curiosity in some and raising skepticism in others as they navigate the challenge of distinguishing between reality and manipulated content.

Legendary cricketer Sachin Tendulkar recently took to the social media platform X (formerly Twitter) to address the circulation of a deepfake video promoting a mobile application that falsely features him. Tendulkar joins a growing list of celebrities who have become victims of misrepresentation through deepfake technology, a trend he finds disturbing.

Expressing his concern, Tendulkar stated, “These videos are fake. It is disturbing to see rampant misuse of technology. Request everyone to report videos, ads & apps like these in large numbers. Social Media platforms need to be alert and responsive to complaints. Swift action from their end is crucial to stopping the spread of misinformation and deepfakes.”

In the misleading video, Sachin Tendulkar is seen endorsing an app called “Skyward Aviator Quest” and even claims that his daughter Sara Tendulkar is earning substantial money by playing on this application. Despite the seemingly authentic appearance of the video, a closer inspection reveals that it is, in fact, a deepfake – a synthetic creation generated through artificial intelligence. Tendulkar’s call for vigilance and swift action underscores the pressing need to address the proliferation of misinformation and deepfake content across social media platforms.

Social media platforms are increasingly overloaded with deepfake videos featuring prominent figures, and Bollywood stars like Rashmika Mandanna, Alia Bhatt, Priyanka Chopra, among others, have been vocal about their concerns regarding the generation of fake videos bearing their likeness.

Notably, the issue extends beyond the world of entertainment, as political leaders have also become targets of deepfake manipulation. During crucial periods such as elections, numerous deepfake videos have surfaced, depicting important leaders of the country.

Prime Minister Narendra Modi and other senior leaders of the party have expressed their apprehensions regarding the potential disruptive impact of deepfake technology on law and order. Recognizing the serious consequences of this technology, they have emphasized the need to address its potential misuse. 

The evolving nature of deepfake technology emphasizes the importance for heightened awareness and comprehensive measures to prevent its misuse and potential impact on societal stability.