Unmasking Deepfakes

The expansion of artificial intelligence (AI) and its associated technologies present a growing societal challenge, particularly when a collective over- reliance on perceptions rather than objective realities allow for their misuse. This paper addresses the menace of Deepfake technologies, a specific application of AI that has the potential to dangerously blur the line between authentic and fabricated content. The central focus of the paper is the violation of an individual's personality rights, including their reputation and psychological well-being, which are severely jeopardized by Deepfake attacks on identity. The paper highlights the existing legal structure and will identify and evaluate potential solutions within the existing legal framework. Finally, it will offer recommendations for regulating or prohibiting applications and websites that facilitates the creation of malicious deepfake content by offering a comparative analysis with different jurisdictions, advocating for a framework that ensures the technology is used to foster creativity rather than cause harm.