The generation of images and videos with artificial intelligence is a technology that allows you to create visual content from scratch, from text, a photo or even a video. It is being used more and more in advertising, social networks, design, video games or cinema, among others.
How this technology works
All of this is possible thanks to what is known as generative AI, a branch of artificial intelligence that learns from thousands of real images or videos to then generate new content that appears authentic.
For example, if you write something like “a dog on a skateboard on the Gran Vía in Madrid”, this technology is capable of creating an image or even a video with that scene, even if it never happened.
Most popular and easy-to-use tools
Nowadays anyone can create this type of content with tools that are available to everyone. Some of the best known are:
- DALL·E, Midjourney or Stable Diffusion: to make images just by writing a description.
- Runway o Pika Labs: to generate videos or animations from text or images.
- DeepFaceLab o FaceSwap: to change faces in videos, known as deepfakes.
What risks does it pose to online reputation?
Generating images and videos with artificial intelligence not only has creative or practical uses. It can also be dangerous, especially when used to deceive, manipulate or damage someone's image online. The online reputation of both people and brands can be greatly affected.
Fake content that looks real
Generative AI allows you to create fake images or videos that look so real that it is often difficult to know if they are real. This makes it very easy to spread misleading content, whether unintentionally or with malicious intentions.
Identity theft and manipulated videos
One of the most serious problems is deepfakes. These tools can put someone's face or voice in a video that is not theirs, with very credible results. Although they are sometimes used for creative or humorous purposes, they are also being used to impersonate or defame people.
Rapid dissemination on networks and digital media
Social networks make these contents share at full speed. A fake video can go viral in a matter of minutes and reach thousands or millions of people before anyone denies it.
How it affects people, brands and companies
Generating images and videos with artificial intelligence can cause a lot of problems if used incorrectly. People, brands and companies are facing situations where their image is damaged by fake content that seems real. And on the internet, all of that goes directly to online reputation.
Trust and credibility are lost
When someone sees a video or an image, it is normal to think that it is true. If what appears there is negative, even if it is false, it can affect the credibility of whoever appears in it. This can break relationships with clients, followers or even cause financial losses.
Real examples of crises due to fake videos
There have already been cases in which deepfakes have been used to make a famous person say something they have never said, or to stage scenes that have not happened. Images generated by AI have also been used to discredit brands or generate controversy for political or economic purposes.
Stopping something viral is almost impossible
Once a false video or image begins to spread through social networks, it is very difficult to stop its spread. Algorithms like attention-grabbing content, and the more controversial it is, the more they teach it. So denying or deleting it does not always serve to clean up the affected image.
What can be done to protect your online reputation
With the advancement of image and video generation with artificial intelligence, taking care of your online reputation has become more important than ever. Although you can't completely prevent someone from creating false content, there are ways to prevent, detect, and respond quickly if it happens.
Tools to detect content made with AI
Today there are tools that help you know if an image or video has been generated or manipulated with generative AI. Some analyze the technical details of the file, and others compare whether that content already existed on the Internet.
Some of the most useful are:
- Hive Moderation and Sensity: to detect deepfakes or fake videos.
- TinEye or Google reverse image search: to find out if an image has been modified or taken out of context.
- Platforms that add a kind of “digital signature” to original images to prove their authenticity.
What to do if they publish false content
If you are affected by a fake image or video, the most important thing is to act as soon as possible. These are the basic steps:
- Save evidence: links, screenshots, dates... everything you can.
- Contact the social network or website where it was published and ask them to remove it.
- Clarify it publicly: Post a clear message saying it's false and, if you can, explain why.
- If the case is serious, talk to a lawyer or digital reputation experts.
How to prevent problems: active reputation and monitoring
There is no need to wait until there is a mess to start taking care of your online reputation. There are simple things you can do now:
- Regularly search your name or your brand on Google and social networks.
- Publish valuable content that gives you visibility and generates trust.
- Activate alerts (like those from Google) to know if someone mentions you.
- If you are a company, consider hiring professional monitoring services.
The role of laws and digital platforms
With the rise of image and video generation with artificial intelligence, the law and digital platforms have to move quickly to prevent abuse. If not well regulated, this technology can put anyone's online reputation at risk. Steps are already being taken, but there is still much to do.
What the law says in Spain and Europe
The European Union is working on specific regulations for this issue: the new Artificial Intelligence Law. Its goal is for generative AI to be used safely and transparently. For example, it is proposed that it be clearly indicated when content has been created with AI, especially if it can be used to manipulate or deceive.
What social networks and search engines do (or should do)
Although social networks and search engines do not create the content, they do have the responsibility to act if someone spreads a deepfake or false video. They are required to remove such content if it is proven to be harmful.
What remains pending
Although progress is being made, there are still things to improve:
- Let there be clearer laws and firm punishments for those who use AI to harm.
- More collaboration between countries so that content does not escape due to legal issues.
- That platforms are more transparent and act faster.
- And that we all have more training in digital education, to learn to identify and not share false content.
Conclusion
At 202 Digital Reputation we have been helping brands and people protect their image on the internet for more than 13 years. What is happening with the generation of images and videos with artificial intelligence is no longer the future, it is the present. And it is completely affecting the online reputation of companies, professionals and users in general.
AI is useful, but it can be misused
Generative AI has many advantages, but it can also be dangerous if used to create deepfakes, phishing, or false content that damages someone's image. And if that content goes viral, the damage can be rapid and difficult to stop.
That is why it is so important to anticipate and be prepared. A well-maintained digital identity is the best defense against these types of risks.
Our way of working: prevent, act and monitor
At 202 Digital Reputation we work with a very clear approach, adapted to each case:
- Prevention: We monitor what is said about your brand, analyze possible threats and protect your key online spaces.
- Solution: If there is already a problem, we take action to remove negative or false content and correct its impact.
- 24/7 surveillance: We use online listening tools and continuous analysis so that your reputation is always under control.
Your digital reputation does not take care of itself
Nowadays, having an online presence is not enough. It is necessary to control it, take care of it and protect it from any threat. Online reputation is one of the most important assets you have.
Contact us. We analyze your case confidentially and without obligation in less than 48 hours.
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