‘Deepfake é o futuro da criação de conteúdo’

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Deepfake

Há alguns meses, milhões de telespectadores em toda a Coreia do Sul assistiam ao canal MBN para ouvir as últimas notícias.

No final da tarde, o âncora do noticiário regular Kim Joo-Ha começou a ler as manchetes do dia. Era uma lista relativamente normal de histórias para o final de 2020 – cheia de Covid-19 e atualizações de resposta à pandemia.

No entanto, este boletim em particular estava longe de ser normal, já que Kim Joo-Ha não estava realmente na tela. Em vez disso, ela foi substituída por uma versão “deepfake” de si mesma – uma cópia gerada por computador que visa refletir perfeitamente sua voz, gestos e expressões faciais.

Os telespectadores foram informados de antemão que isso iria acontecer, e a mídia sul-coreana relatou uma resposta mista depois que as pessoas viram. Enquanto algumas pessoas ficaram surpresas com o quão realista era, outras disseram que temiam que a verdadeira Kim Joo-Ha pudesse perder o emprego.

A MBN disse que continuará a usar o deepfake para algumas notícias de última hora, enquanto a empresa por trás da tecnologia de inteligência artificial.

A conta deepfake TikTok

Apesar das conotações negativas em torno do termo coloquial deepfakes (as pessoas geralmente não querem ser associadas à palavra “fake”), a tecnologia está cada vez mais sendo usada comercialmente.

Mais educadamente chamados de vídeos gerados por IA, ou mídia sintética, o uso está crescendo rapidamente em setores como notícias, entretenimento e educação, com a tecnologia se tornando cada vez mais sofisticada.

Um dos primeiros a adotar o comércio foi a Synthesia, uma empresa sediada em Londres que cria vídeos de treinamento corporativo com base em IA para empresas como a empresa de publicidade global WPP e a consultoria de negócios Accenture.

“Este é o futuro da criação de conteúdo”, disse o presidente-executivo e co-fundador da Synthesia, Victor Riparbelli.

Para fazer um vídeo gerado por IA usando o sistema Synthesia, você simplesmente escolhe entre vários avatares, digite a palavra que deseja que eles digam e é isso.

Plataforma deepfake da Synthesia
legenda da imagemOs usuários do Synthesia escolhem entre vários avatares

Riparbelli diz que isso significa que as empresas globais podem facilmente fazer vídeos em diferentes idiomas, como para cursos de treinamento internos.

“Digamos que você tenha 3.000 funcionários de depósito na América do Norte”, diz ele. “Alguns falam inglês, mas alguns podem estar mais familiarizados com o espanhol.

“Se você tem que comunicar informações complexas a eles, um PDF de quatro páginas não é uma boa opção. Seria muito melhor fazer um vídeo de dois ou três minutos, em inglês e espanhol.

“Se você tivesse que gravar cada um desses vídeos, seria um trabalho enorme. Agora podemos fazer isso por [poucos] custos de produção e o tempo que for necessário para alguém escrever o roteiro. Isso exemplifica muito bem como a tecnologia é usada hoje. “

Mike Price, o diretor de tecnologia da ZeroFox, uma empresa de segurança cibernética dos Estados Unidos que rastreia deepfakes, diz que seu uso comercial “está crescendo significativamente a cada ano, mas os números exatos são difíceis de definir”.

No entanto, Chad Steelberg, presidente-executivo da Veritone, um provedor de tecnologia de IA dos Estados Unidos, diz que a crescente preocupação com deepfakes maliciosos está impedindo o investimento no uso comercial legítimo da tecnologia.

“O termo deepfakes definitivamente teve uma resposta negativa em termos de investimento de capital no setor”, diz ele. “A mídia e os consumidores, com razão, podem ver claramente os riscos associados.

“Definitivamente, isso impediu que empresas e investidores investissem na tecnologia. Mas acho que você está começando a ver essa rachadura.”

Mike Papas, executivo-chefe da Modulate, uma empresa de IA que permite aos usuários criar a voz de um personagem ou pessoa diferente, diz que as empresas no setor de mídia sintética comercial mais amplo “realmente se preocupam com a ética”.

“É incrível ver a profundidade de pensamento que essas pessoas colocam nisso”, diz ele. “Isso garantiu que os investidores também se importassem com isso. Eles estão perguntando sobre as políticas de ética e como você pensa a respeito.”

Lilian Edwards, professora de direito, inovação e sociedade na Newcastle Law School, é uma especialista em deepfakes. Ela diz que uma questão relacionada ao uso comercial da tecnologia que não foi totalmente abordada é quem detém os direitos dos vídeos.

“Por exemplo, se uma pessoa morta é usada, como [o ator] Steve McQueen ou [o rapper] Tupac, há um debate contínuo sobre se sua família deve possuir os direitos [e ganhar uma renda com isso]”, ela diz.

“Atualmente, isso difere de país para país.”

Deborah Johnson, professora emérita de ética aplicada na University of Virginia, recentemente co-escreveu um artigo intitulado “What To Do About Deepfakes?”.

Ela diz: “Deepfakes são parte do problema maior de desinformação que mina a confiança nas instituições e na experiência visual – não podemos mais confiar no que vemos e ouvimos online.

“A rotulagem é provavelmente o mais simples e mais importante contra-ataques aos deepfakes – se os telespectadores estão cientes de que o que estão vendo foi fabricado, é menos provável que sejam enganados.”

A professora Sandra Wachter, pesquisadora sênior em IA da Universidade de Oxford, diz que a tecnologia deepfake “está avançando rapidamente”.

Sandra Wachter
legenda da imagemA professora Sandra Wachter diz que a resposta aos deepfakes precisa ser “matizada”

“Se você assistiu ao vídeo de Tom Cruise na semana passada, pode ver como a tecnologia está ficando boa”, diz ela. “Era muito mais realista do que o presidente Obama, um de quatro anos atrás .

“Não devemos ter muito medo da tecnologia e deve haver uma abordagem diferenciada para ela. Sim, deve haver leis em vigor para reprimir coisas ruins e perigosas, como discurso de ódio e pornografia de vingança. protegido disso.

“Mas não devemos proibir totalmente os deepfakes para sátira ou liberdade de expressão. E o crescente uso comercial da tecnologia é muito promissor, como transformar filmes em diferentes idiomas ou criar vídeos educacionais envolventes.”

Um desses usos educacionais de vídeos gerados por IA é na Fundação Shoah da University of Southern California, que abriga mais de 55.000 testemunhos em vídeo de sobreviventes do Holocausto.

Um sobrevivente do Holocausto com seu avatar na Fundação Shoah
legenda da imagemUm sobrevivente do Holocausto com seu avatar na Fundação Shoah

O projeto Dimensions In Testimony permite que os visitantes façam perguntas que gerem respostas em tempo real dos sobreviventes nas entrevistas em vídeo pré-gravadas.

Steelberg diz que, no futuro, essa tecnologia permitirá que os netos conversem com versões AI de parentes idosos falecidos. “Isso é uma mudança de jogo, eu acho, na forma como pensamos sobre nossa sociedade.”

Credítos: BBC

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