The same technology producing genuinely useful marketing and creative video is also what makes convincing deepfakes possible, and understanding that overlap matters for using these tools responsibly.
As leading video generation tools improve on realism and consistency, the same improvements that make legitimate content better also make deceptive content harder to spot by eye. Treating video as automatically trustworthy is a riskier assumption than it used to be.
Major platforms increasingly require labeling AI-generated or AI-modified video, particularly anything depicting a real, identifiable person. Check your platform’s current policy before publishing, these rules have tightened meaningfully over the past year.
Generating video depicting a real person without their consent carries genuine legal risk in many jurisdictions, separate from any ethical concern. Stick to fictional subjects, or your own likeness with clear disclosure.
Disclose AI-generated video proactively, and don’t assume video evidence you encounter is automatically authentic. See the FTC’s own guidance on AI deception risks.
