Deepfake

The AI Act defines a deepfake (Article 3(60)) as AI-generated or manipulated image, audio or video content that resembles existing persons, objects, places or events and would falsely appear authentic.

Deepfakes are not banned in general, but whoever publishes them must clearly disclose that they are artificial. For evidently artistic, satirical or fictional works, a disclosure that does not spoil the work is enough. From 2 December 2026, using AI to create non-consensual intimate images is also prohibited.

In a company the typical risk lies in marketing and communications: avatar videos, cloned voices or images of people who do not exist. It is worth covering in your AI use policy.

Read more: Cover deepfakes in your AI use policy (free generator).