Deepfakes Are Not a Future Problem and That Should Concern You Right Now (AI Deepfakes Trust)

0:00AI's role as a safety net, algorithms you've never agreed to, and deep fakes that are already here. Let's discuss. Welcome to the most prolific AI podcast around the inner nutshell podcast. This is the daily 10 minute podcast where I take out all of the techie talk around generative AI and focus on what the everyday person, content creator and marketer wants to hear. Now, I've only got 10 minutes, so I can only focus on one subject. And today is a good bad ugly day. What's the good around generative AI? What's the bad? And of course, what's the ugly? Now, I've done a few of these already, and this is without doubt my most popular talk right now. And some people's taken the talk, and they've done the whole day training session where I go into a lot more detail on all of them. I do talk about some of this in the podcast episodes. So, so far when I've spoken about the good, I've talked about the opportunities that are around right now, and also it's faster coming up with a first draft.

1:03When I talk about the bad, so far I've spoken about job safety, he's my job safe, and also the over-aliance on AI. People are getting lazy, and teams are getting lazy, and they stop thinking critically once AI does a lot of the heavy lifting. And when it comes to the bad, I talk about the greed of the tech billionaires, that's one of my biggest worries, and I've mentioned the environment and the impact it has on the environment. Now, also, just to let you know, when I talk about the bad and ugly, the difference between the two, the bad is going to be things that's going to impact you. I, your jobs, your organization, the ugly, everyone as a whole, society. So, when I talk about bad and ugly, it's not bad, it's not as bad as ugly. It's just internally, so stuff that's going to affect you, externally, impact on society as a whole. So, what am I going to talk about for this episode?

2:04Well, another good about generative AI is that it removes the blank page. Now, this is similar to what I talked about the first draft, but not quite the same. I've noticed over the last few months, what's coming up quite a bit is what I'm calling the hesitation problem, and that is people know what they want to say, but they can't start. So, let's say I've got an idea for a song, but I have no idea how to put together, not just a song, but how do I start a song? What's the first line of a song that's going to get people interested immediately? It's that. I'm not saying that you're going to write a song, but I'm just saying, if you was going to write a script for a TV show, what's the first line? Where do you start? I could add the hesitation problem, because a lot of people stop doing stuff because they can't get over that first hurdle, they can't get up the first step, and AI is great at doing that. And the reason I say that is because AI gives you something to

3:08react to, rather than just starting from nothing. So, you can get AI to ask you questions, you can just say whatever you're thinking, and AI will give you some direction, whether it be emails, social media posts, ideas. The fear of getting it wrong can disappear doing it this way, and using AI. And for me, that's a very, very good thing. Now, don't get me wrong. It doesn't do the work. It removes the excuse not to start doing the work. And that can only be a good thing, right? So, I'll definitely put that as a good, the bad algorithms. If you think about it, most people think of AI as tools that they choose, so, chat GPT, Claude, Copilot, Mid-Jerney, whatever it is. The algorithms on YouTube, TikTok, Instagram, Facebook, you don't really opt in for it. You opt in if you want to sign up to the

4:12platforms, obviously, but you don't really opt in to be part of the algorithm. It automatically throws you in. I opt in to use chat GPT. I opt in to use Claude. So, because of that, if you want to be on social media, you have to play the algorithm game. Because if you look at social now, where the traditional algorithm was all about followers, so if I posted something, I know it's going to go to a small percentage of my followers. Now it's about relevancy. If I post something, talking about eating chocolate bananas, then it's going to go to people who like chocolate bananas first. And then it's going to see if there's an interest and an interest is what are they doing with that particular piece of content, liking, commenting, sharing, etc. Well, that's just one of many things they look at. And if it goes over a certain amount of engagement over a certain amount of time, it's going to send it to more people and so on and so on and so on. It's not really built for balance anymore. It seems to be built for attention as it decides what

5:18you see before you even open Facebook, Instagram, LinkedIn, whatever. So, because of that, if your workers, marketers, or content creators, and even the everyday person, one of the toughest things to master in AI is the algorithm of the platform. If you want your content to be seen. So, I'm going to put that as a bad thing because there's something we have limited control over, because the same system that can tell you about some heartwarming news is also the same system that can push harmful content to you. And because it's based on relevancy, you're not really choosing. Yeah, you might say I was watching videos on soreners and now I'm getting a whole bunch of stuff on soreners or as watching stuff on Amazon gadgets and now I'm getting a whole bunch of stuff on Amazon gadgets. You might or they might frame it as you are choosing, but not really. You're just looking at content and they are choosing to put content in your feed, which means you're

6:22potentially missing out on your friend's content. So, I'm going to put that as a bad. And when I say bad, it's mastering the algorithm, not the algorithm itself is mastering the algorithm. And I haven't even gotten to the amount of times it changes as well. So, what's the ugly? Today, I'm going to talk about deep fakes and the collapse of trust. This is not a future problem. This is a now problem. This is happening right now. Fake videos, fake audios, equal in real damage. And it's only getting better. What we're seeing today, we will probably look back in the years time and think, how did anyone even fall for that? How did people in 2026 fall for that? It doesn't even look real. And we're looking at it today thinking that looks real. So, imagine in the years time. And to make it worse, amplification is the real issue. The speed of spread, you know, that's the real issue. People are sharing stuff before anyone even checks.

7:25I've seen so many celebrities talk about somebody's deep faked me. Not even celebrities. Not even a list celebrities. I'm talking people that are seeing good morning Britain. I've never even heard of. They might have a following somewhere and they've been deep faked. It's really, really scary space right now. So, this is why it's so important to understand or know what to look for. I might do a video talking about what to look for when it comes to deep fakes. And misinformation causes the deep fakes. And misinformation is a whole subject in itself and collapse of trust. But misinformation has always moved fast, but now it's going at a speed debt. It's ridiculous. Soon, we're going to get to the point. And I mentioned this even on the news last week when I was talking about Michael B. Jordan when Oscar celebrating with Leonardo DiCaprio and people were saying, is this real? Maybe it was designed that way. So everybody just stops trusting anything that they see on the internet and some of the bad things that people

8:28do because of that, they can get away with it. Interesting. And that is why I put that as the ugly. The impact is going to have on society. So when a nutshell, the good, the bad, the ugly, AI is to cure for hesitation, the algorithms running your feed without permission, and deep fakes already erode in trust.