Harris deepfake ad


While frequent X users who saw the clip could click through to the original post and see the original poster disclose it was a parody, Etzioni said that with more than 130 million views, some users are bound to see Musk's post, which only includes the caption "This is amazing" with a laughing crying emoji, and believe it to be "informative" if not "genuine." 

That dynamic creates a disinformation problem that's four-pronged, he [Etzioni] explained. First, more and more Americans consume part if not all of their news from social media, which allows "true fact" to live "side-by-side with falsehoods." 

The second is in the way people "tend to be visual animals" and react in a "very visceral way" to what they see, and the third is in the ease with which individuals can create "doctored or fabricated images, video and audio that prey on that."

"Now that combination means that anonymous users can create something that looks real and is fake, that looks compelling, but it's not true," said Etzioni, who also founded TrueMedia.org, a nonprofit that seeks to curb the proliferation of online deepfakes and disinformation by offering a free, online fact-checking tool. "Then when you couple that with the last [fourth] nail in the coffin, which is having somebody with a wide audience and with some of his own credibility, like Elon Musk, sharing that without any warning, that's a recipe for disaster."


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