AI glossary
Deepfake
An image, video or audio made or altered with AI to show a real person saying or doing something they never did.
Generative models can now clone a voice from a short clip and produce convincing video. That enables satire and film effects, but also fraud (fake calls from a “boss” or relative), harassment and disinformation.
The EU AI Act requires deepfakes to be labelled as artificially generated. To protect yourself: be wary of urgent requests for money, verify through another channel and agree on a code word with family.
Example: You get a WhatsApp voice note from a relative asking for an urgent transfer because they have lost their phone. The voice is perfect, but it is a deepfake: you call their usual number and it was all fake.
In practice
- Check any urgent request for money or personal details through another channel.
- Agree on a code word for emergencies with your family or at work.
- Do not share a striking video without checking where it comes from; see whether reliable media have published it.
The labelling rules are in the EU AI Act.