Deepfake as a Technology in the Field of Social and MassCommunications: Opportunities and Threats

This article analyzes the transformative role of artificial intelligence in journalism, with a particular focus on the challenges and opportunities it presents. Special attention is devoted to the threats that can contaminate the information environment, namely deepfake technologies created using AI resources. Various AI-based methods and technologies are examined, including the use of advanced software for content creation (RunwayML, HeyGen, Deepbrain AI Studios) and for the detection of deepfakes (Deepware, Resemble AI, and InVID & WeVerify), which are becoming increasingly important in contemporary media workflows. The theoretical analysis is complemented by practical examples of the application of deepfake technology in advertising and education as integral components of social communications. A comparative analysis of current deepfake generation and verification systems enables an assessment of their risks, as well as the development of strategies to identify, differentiate, and counteract them in modern journalistic practice. The findings indicate that artificial intelligence and neural networks are becoming prevalent not only for content creation but also for safeguarding its authenticity. However, further research and refinement are required to ensure that these systems meet the standards of journalistic integrity and public trust in media content