The Challenges and Advantages of Using Deepfakes in the Global Economy in the Era of Artificial Intelligence

The research on deepfake technologies in the global economy in the era of artificial intelligence has allowed a generalization of the current state of their development, the identification of key advantages and risks associated with their use, and the proposal of new approaches to their classification and analysis. This article examines the phenomenon of the rapid development of deepfakes in the era of artificial intelligence. The aim of this scientific writing is to conduct a comprehensive analysis of deepfake technologies, their impact on economic, social, and business processes, as well as to identify the challenges and opportunities they create in the context of digital transformation. The current state of the creation and use of deepfakes worldwide has been analyzed. The relevance of the problem of deepfake usage and the influence of artificial intelligence development on their quality and quantity is substantiated. An own typology of deepfakes is proposed that better corresponds to modern realities. Thus, it is proposed to refer to deepfakes the generation of photos, videos, audio, and text. An analysis of the positive and negative ways of utilizing deepfake technologies has been conducted. Thus, deepfakes can be beneficially used in marketing, advertising, the film industry, education, and the gaming sector, which open new opportunities for businesses and content personalization. The harmful consequences are primarily associated with the use of deepfakes for the purposes of fraud, manipulation, and misinformation, which pose threats to the reputation of companies or countries, financial losses, and societal safety. Statistical data illustrating the rapid development of deepfakes in various fields, with a focus on high-profit industries, have been analyzed. The necessity of enhancing information hygiene, studying cutting-edge technologies, and strengthening the intellectual level of society for the effective recognition of deepfakes and preventing their negative consequences for both the population and businesses and countries is emphasized.