Implications of deepfake technology for journalistic practice: A technology at the crossroads of challenges and opportunities

This study applies a practice theory lens to explore how deepfake technology impacts journalism. Based on an interview study of journalists and media and journalism experts ( n = 20), we find that on a micro-level, the emergent deepfake technology impacts the presentation and packaging of journalistic output (e.g., heightening possibilities for personalization) as well as skills needed for deepfake verification. We highlight the role of data literacy in handling both the technology’s risks and potentials and emphasize the need of enhancing journalists’ (traditional) fact-checking skills. Further, the technology also affects staffing. On a meso-level, the technology is altering the production-processes of journalistic content and fact-checking and triggers the development of new guidelines. It may also have financial implications. Finally, on a macro-level, deepfake technology is discussed considering the principles and objectives of journalism, with new trends (e.g., personalization) and implications for journalistic quality and the audience relationship at the center. Based on the results of this study, recommendations for research and practice are derived.