Impact of Generative Artificial Intelligence Deepfake Content on Digital Consumers: A Systematic Literature Review

With the rapid growth of generative artificial intelligence (GAI), we began to see the rise of deepfake content. This study aims to answer how exposure to GAI deep-fake content impacts digital consumers in psychological, social, and behavioral aspects, and how these impacts are represented in the literature, as well as to expose the potential social implications that GAI deepfake content has through a systematic literature review. The systematic literature review is done by summarizing 30 relevant articles from 2019 to 2024 that were methodically selected. VOSviewer is then used to create visualizations using the extracted data to help synthesize answers for the research question. The result of this study shows that the impact GAI deepfake content has is pre-dominantly negative, contributing to misinformation, disinformation, and propaganda. The research also identifies that deepfake is a relatively new technology that is ever-evolving, indicating that further research is needed.