【管理辞典】深度造假 / Deepfake

「释义」

深度造假是英文“deep learning”（深度学习）和“fake”（伪造）的混成词，专指基于人工智能的人体图像合成技术的应用。此技术可将已有的图像或视频叠加至目标图像或视频上。

深度造假可以制造假新闻及恶意恶作剧。在Youtube、Vimeo等流行的在线视频流媒体网站上，可以很容易地找到深度造假的视频。深度造假因其在名人色情视频、复仇式色情、假新闻和金融欺诈中的使用而引起广泛关注。企业和政府对深度造假高度重视，以发现和限制其使用。

「应用场景」

HBR: 公司如何识别针对自身的深度造假及其他合成媒体行为？

What should businesses be aware of with regard to deep fakes and other synthetic media that target them?

公司注重名誉，深度造假可以伪造出公司领导者宣扬某些观点的内容，从而损害公司名誉。用于判断上市公司价值的信息，是进行公司交易的基础。热门视频会影响公司声誉，进而影响股价。我们已经看到假新闻被用来炒作股票，还有其他诸如此类的欺诈。深度造假和其他合成媒体也可以这样利用，导致公众对市场丧失信心。这不是小事。

Business is about reputation, and deep fakes can target reputations by making leaders appear to say things or support ideas that they don’t actually endorse. The trading on public companies is based on trust in the information available for judging its value. A viral video can affect the reputation, the stock prices. We’re already seeing false news used in “pump and dump” stock schemes and other scams. Deep fakes and other synthetic media could be used in the same way. Public confidence in markets could erode. This isn’t trivial.

不过，我考虑的不只是针对整个公司的深度造假阴谋，还有较低层次的数字野火内容，比如伪造的食品污染或产品安全问题相关视频，音质很差的暗示公司涉嫌阴谋的高管发言音频，或者让某位立法者出洋相的假视频。这些内容即使经过辟谣，也会继续影响公司名誉和公众对信息的整体信赖感。

But again, I wouldn’t think just about the deep conspiratorial efforts to take an entire business down. I would also think about those digital wildfires that happen at a lower level — a manipulated video that appears to show food contamination or product safety issues, a leaked low-quality audio that sounds like an executive implicating the company in collusion, or a deep fake that is embarrassing to a sympathetic lawmaker. It’s information that — even after it’s debunked — continues to have an effect on the company, and the general trust in information.

以上文字选自《哈佛商业评论》中文版2018年10月刊《数字炒作与深度造假，当代企业的挑战》

斯科特·贝里纳托（SCOTT BERINATO）丨文

马冰仑 丨编辑