According to Umé, this lets the AI model learn how the actor’s skin should react in different shots. They’re not just trying to create deepfakes - which makers have told CNN Business require a lot of effort simply to look presentable - but ones that look as flawless as possible.įor the Cruise videos that Umé made, he said he first spent about two and a half months just training an AI model on videos and images of the Hollywood star, trying to capture him from as many angles and in as many lighting conditions as possible. The kind of work Umé and Metaphysic do is different, not to mention difficult and time consuming.
But it’s often possible to tell that the resulting videos have been manipulated.
Some smartphone apps even let you make them yourself. It’s become easy to find deepfakes online. “It’s a future where you have more freedom and more creative possibilities,” he said.
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Umé, who previously worked on the pilot episode of deepfake web series “Sassy Justice” (from the creators of “South Park”), thinks the technology’s future is actually bright. The company’s goal, he said, is to “really, really focus on trying to develop our product in a way” that avoids adding to the harmful deepfakes already being created by others. “The technology is moving forward, whether anybody likes it, really,” Metaphysic cofounder Tom Graham, a tech entrepreneur who’s based in London, told CNN Business.
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But as a recent controversy over the use of an AI-generated voice of the late chef and TV personality Anthony Bourdain shows, even entertainment uses of such controversial technology can raise eyebrows and ethical concerns. The Metaphysic founders envision using deepfakes to do everything from making older entertainers appear younger to creating video doubles of famous people that can be used to make commercials - or any type of content - without needing them to be physically on set. Yet Umé and his cofounders are among a growing number of people who are convinced that the technology can also be fun and accomplish incredible feats for movies, ads, and other forms of media that were previously unthinkable even with the best special effects. Lawmakers have also warned that deepfakes could be used to mislead the American public. Since then, the technology has often been used for creating non-consenual pornography. The first-known examples of deepfake videos, posted to Reddit in 2017, featured celebrities’ faces swapped with those of porn stars. Much attention has been placed on the potential for using deepfakes for nefarious purposes, and for good reason. This looks like Tom Cruise doing a coin trick, but it's actually a deepfake created by Chris Umé. Metaphysic’s deepfake projects for clients have included a Gillette razor campaign that recreated a young Deion Sanders along with his 1989 draft-day look and a campaign for the Belgian Football Association that brought two deceased Belgium team managers back to life. It uses the same deepfake technology to make otherwise impossible ads and restore old film. This ersatz Cruise was so popular, racking up tens of millions of views on TikTok, that it inspired Umé to join up with others to launch a company called Metaphysic in June. The deepfakes - a combination of the terms “deep learning” and “fake” - were created by visual and AI effects artist Chris Umé with the help of a Cruise stand-in, actor Miles Fisher. The 10 videos, which were posted between February and June, featured an artificial intelligence-generated doppelganger meant to look and sound like him.
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Courtesy Faceboookįacebook is trying to make AI fairer by paying people to give it dataĭespite the movie star hair, the eye-squinting and that trademark teeth-baring cackle, it wasn’t really Cruise.
Facebook is rolling out a new data set that uses a diverse group of paid actors who were explicitly asked to provide their own ages and genders.
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