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What if your favorite actor could reprise a role decades later, or your great-grandparent could tell their life story in their own voice? Thanks to deepfake technology, these once-impossible scenarios are now within reach. But along with this power comes growing debate over how it should be used—and who gets to decide.
Deepfakes have earned a controversial reputation, and rightfully so. These AI-generated videos and audio clips can convincingly replicate someone’s face, voice, or mannerisms, often making it difficult to tell what’s real. They’ve been used to spread misinformation, impersonate public figures, and bypass traditional identity checks—raising urgent concerns around trust, authenticity, and digital privacy.
In our previous article on how to detect and prevent deepfakes, we explored the technical tools and safeguards needed to reduce harm. But like many emerging technologies, deepfakes aren’t inherently malicious. When created ethically and shared transparently, they unlock remarkable creative, educational, and even emotional possibilities.
From preserving legacies to enhancing film production and improving accessibility, deepfakes are quietly reshaping how we tell stories, connect across generations, and experience media. The question is no longer just how to stop them—but how to use them responsibly and meaningfully.
Positive Use Cases of Deepfakes
Deepfakes don’t have to be deceptive. In fact, when created responsibly with consent and transparency, they’re already helping industries solve creative, emotional, and accessibility challenges in ways that were previously unimaginable. Here are some of the most promising and positive use cases of deepfake technology:
1. Entertainment and Film
In the film industry, deepfake technology is changing how stories are brought to life. Studios are now using AI-generated visuals to de-age actors, recreate iconic characters, and dub performances into different languages without the need for reshoots or costly CGI.
Lucasfilm provides a strong example. In The Mandalorian and The Book of Boba Fett, the studio used deepfake technology to recreate a younger version of Luke Skywalker, originally portrayed by Mark Hamill. After public feedback on the initial CGI, they even hired a YouTuber known as Shamook, who had enhanced the visuals using open-source deepfake tools. This highlights a growing trend: deepfakes are becoming essential creative tools, helping studios preserve continuity, reduce production time, and reach global audiences through realistic localization.
2. Education and Preservation
Deepfakes are making history more interactive, accessible, and emotionally engaging. Museums and educators are now using AI to recreate historical figures and animate archival footage, allowing people to experience the past in vivid and personal ways.
One notable example is the Dalí Museum in Florida, which features a deepfake-powered installation that simulates conversations with Salvador Dalí. The AI version of the artist interacts with visitors, shares his thoughts, and even takes selfies. In educational documentaries, deepfakes are also used to animate old footage, helping connect younger generations to historical events in a more dynamic format.
3. Personal Legacy Projects
Families are beginning to use deepfake tools to preserve the voices and personalities of loved ones for future generations. With conversational AI avatars, people can create digital versions of family members that tell stories, offer guidance, or simply speak in their own familiar voices.
Platforms like HereAfter AI enable individuals to record interviews that are then transformed into interactive avatars. These projects go beyond traditional photos or videos by capturing emotional nuance, humor, and personal storytelling—offering a powerful way to preserve family heritage and cultural memory.
4. Accessibility and Localization
Deepfake technology is also improving how content is translated and experienced around the world. Lip-syncing tools powered by AI make dubbed videos look natural, eliminating the mismatch between voices and mouth movements that can distract from the story.
Platforms like Flawless AI and Synthesia offer tools that help creators produce localized content with accurate facial expressions and timing. Deepfake voice generators also support individuals with speech impairments by allowing them to communicate using AI-generated voices that reflect their tone, accent, or personality. For example, companies like Descript and ElevenLabs enable users to generate high-quality synthetic voices, allowing them to express themselves more freely. These tools help bridge communication gaps, especially for the over 1.5 billion people globally who live with hearing or speech-related challenges, according to the World Health Organization.
5. Creative Expression and Storytelling
Deepfakes are giving artists and indie creators new ways to express themselves. Whether it’s through experimental films, satirical performances, or AI-powered installations, creators are using this technology to push the boundaries of storytelling.
Belgian artist Dries Depoorter used deepfake and surveillance data to create “The Follower,” a project that matched Instagram posts to real-time public footage. This type of work invites audiences to think critically about privacy, surveillance, and identity. Independent filmmakers are also using deepfake tools to produce high-quality visual effects without large studio budgets, opening the door to new voices and ideas in digital media.
The Role of Consent and Transparency in Deepfakes
As these creative and meaningful applications show, deepfakes have the potential to do far more than deceive. But their positive impact depends on how they’re developed and shared. Behind every compelling use case lies an essential foundation: trust.
That trust begins with consent. Using someone’s likeness—whether a celebrity, historical figure, or loved one—requires clear permission. Without it, even the most heartfelt or innovative use can feel invasive. For public figures especially, the misuse of image and voice through AI has become a growing concern. Platforms and developers must treat likeness as personal data, worthy of protection, licensing, and clear opt-in practices.
Transparency is just as important. When audiences know that a video or voice is synthetic, they’re better equipped to interpret it appropriately. Labeling deepfake content, adding watermarks, or embedding metadata are not just technical steps—they’re trust-building tools. They help reduce confusion, prevent misinformation, and promote digital literacy in an era when it’s increasingly difficult to tell real from fake.
As public awareness grows, so does the demand for ethical standards around synthetic media. In our article on Ethical AI, we explored how fairness, accountability, and transparency are becoming central to responsible AI development. These same principles apply here. Initiatives from organizations like the Partnership on AI and academic groups such as MIT’s Media Lab are already working on best practices for synthetic content, including disclosure frameworks and consent-based design.
Ultimately, consent and transparency aren’t just technical details—they’re what make ethical innovation possible. They ensure that deepfake technology is used not to manipulate, but to empower, preserve, and connect.
How to Harness the Bright Side of Deepfakes Responsibly
Recognizing the creative and cultural potential of deepfakes is just the beginning. To fully embrace their positive impact, developers, platforms, and creators need to take a proactive role in building safeguards into how this technology is used and shared.
Responsible use doesn’t mean limiting innovation—it means building trust into the process from the start. Whether you’re developing tools, creating content, or managing platforms that distribute synthetic media, the following best practices can help ensure ethical and sustainable deployment:
1. Secure Explicit Consent
Before using anyone’s likeness, voice, or identity, obtain clear and documented permission. This could include opt-in forms, usage agreements, or licensing contracts—especially when working with public figures or commercial entities. Consent shouldn’t be implied; it should be formal and informed.
2. Embed Authenticity Signals
Watermarks, metadata tags, and digital signatures can help signal that content is AI-generated. These behind-the-scenes indicators support transparency without distracting from the viewing experience, and they offer an extra layer of accountability in content distribution.
3. Label Synthetic Content Clearly
While subtle authenticity markers are important, so is upfront disclosure. Audiences should never be left guessing whether a video or audio clip is real or synthetic. Clearly labeling AI-generated media builds credibility and prevents confusion—especially when content appears in public, educational, or commercial settings.
4. Respect Intellectual Property and Usage Rights
Synthetic content shouldn’t be used for commercial purposes without permission. This includes re-creating performers, voice actors, or influencers to endorse products, narrate ads, or appear in media they didn’t consent to. Responsible creators avoid shortcuts and ensure proper licensing is in place.
5. Advocate for Ethical Standards and Moderation Tools
Platforms that host synthetic content can play a major role in shaping safe environments. This includes setting clear content policies, developing moderation systems for misuse, and supporting creators who follow ethical guidelines. Developers can also contribute by building tools that flag unauthorized usage or prompt users to disclose AI-generated elements.
Conclusion
Deepfakes may have entered the spotlight under a cloud of controversy, but they don’t have to remain there. Like any powerful tool, their impact depends on how we choose to use them. With thoughtful design, clear consent, and transparent communication, deepfakes can move beyond fear and become a force for creativity, connection, and accessibility.
They can help us preserve memories, bring history to life, empower storytellers, and even give a voice back to those who’ve lost their own. In the right hands, they can educate, entertain, and heal.
The challenge now isn’t to shut down deepfake technology—it’s to guide it. To build ethical frameworks that prioritize trust. To ensure those whose likenesses are used are part of the process, not just subjects of it. And to remind ourselves that innovation doesn’t have to come at the cost of integrity.
So instead of asking “How do we stop deepfakes?”, maybe it’s time to start asking “How do we use them to make something meaningful?”
