PROBLEMS AND ADVANTAGES OF USING DEEPFAKES IN THE ERA OF ARTIFICIAL INTELLIGENCE

The study of deepfake technologies in the global economy in the era of artificial intelligence has made it possible to summarize the current state of their development, identify the main advantages and risks of their use, and propose new approaches to their classification and analysis. The article examines the phenomenon of the rapid development of deepfakes in the era of artificial intelligence. The purpose of this research paper is to comprehensively analyze deepfake technologies, their impact on economic, social and business processes, as well as identify the challenges and opportunities they create in the context of digital transformation. The current state of the creation and use of deepfakes in the world is analyzed. The relevance of the problem of using deepfakes and the impact of the development of artificial intelligence on their quality and quantity is substantiated. Our own typology of deepfakes is proposed, which is more in line with modern realities. So, it is proposed to include the generation of photos, videos, audio and text to deepfakes. The analysis of positive and negative ways of using deepfake technologies is carried out. For example, deepfakes can be used usefully in marketing, advertising, the film industry, education, and gaming, which open up new business and content personalization opportunities. Harmful consequences, primarily related to the use of deepfakes for the purpose of fraud, manipulation and disinformation, threatening the reputation of companies or the state, financial losses and the security of society. Statistical data illustrating the rapid development of deepfakes in various fields, mainly in the highly profitable industry, are analyzed. The need to improve information hygiene, study the latest technologies and strengthen the intellectual level of society in order to effectively recognize deepfakes and prevent their negative consequences for both the population, businesses and countries was emphasized.