The rise of deepfakes, which are fake videos so real they appear produced by humans but actually the creation of artificial intelligence, is improving on its sophistication. Deepfakes are getting better as the technology behind them becomes more advanced with the help of machine learning systems. According to McAfee’s investigations, about three-quarters of one hundred people living in India met such media materials recently, and over sixty percent of them said that artificial intelligence makes it difficult now to tell if an internet swindler is cheating or not. Several content creators view the Deepfakes tools and deepfake AI algorithms by ChatGPT suspiciously as they pose a threat to them and by extension, their industry.This has led to firms like Adobe putting more checks and controls in place when it comes to creating content, for instance, adobe’s initiative on verifying the originality of materials used.