In a startling revelation that underscores the perils of advanced artificial intelligence, social media platforms have become battlegrounds for deepfake videos targeting celebrities. Recently, Virat Kohli, the Indian cricket team’s star batter, found himself at the center of a controversy when a video falsely depicting him endorsing a betting app circulated widely, leaving fans and observers in disbelief.

This incident closely follows a similar situation involving Sachin Tendulkar, the legendary Indian cricketer, who publicly demanded stringent measures after a deepfake video of him promoting a betting app gained viral attention.

The latest video featuring Kohli was particularly shocking for its ability to replicate not just his appearance but also his voice, showcasing the frightening precision and potential harm of deepfake technology, according to an NDTV report.

Expressing his concerns, Sachin Tendulkar emphasized the critical need for vigilance among social media platforms. “Social Media platforms need to be alert and responsive to complaints. Swift action from their end is crucial to stopping the spread of misinformation and deepfakes,” Tendulkar advocated on X (formerly Twitter).

In response to the growing menace of deepfakes, the Indian government is contemplating the introduction of stringent regulations. Ashwini Vaishaw, the IT and Telecom Minister, highlighted the issue as “a threat to democracy,” signaling a move towards imposing penalties on both the creators of deepfakes and the platforms that host them. Proposed measures include watermarking AI-generated content, enhancing deepfake detection technologies, and implementing rules to address data bias, privacy concerns, and prevent the concentration of control.