Deepfake AI Market Assessment, By Type [Video Deepfake, Audio Deepfake], By Applications [Security and Surveillance, Social Media and Entertainment, Marketing and Advertising, Education, Others], By Region, Opportunities, and Forecast, 2017-2031F

Deepfake AI Market Assessment, By Type [Video Deepfake, Audio Deepfake], By Applications [Security and Surveillance, Social Media and Entertainment, Marketing and Advertising, Education, Others], By Region, Opportunities, and Forecast, 2017-2031F

Global deepfake AI market is projected to witness a CAGR of 35.62% during the forecast period 2024-2031, growing from USD 601.11 million in 2023 to USD 6879.29 million in 2031.

Deepfake AI, which combines the terms ""deep learning"" and ""fake,"" is a technology that creates extremely realistic fake or modified digital material, usually in the form of movies, photos, or audio recordings, by utilizing deep learning techniques and Artificial Intelligence (AI). Deepfake technology has a huge range of applications that could be used both positively and negatively. The deepfake creation is no longer limited to experts; it is now much easier and more accessible to anyone. Nowadays, the productive use of this technology has increased widely, for example, in creating new artwork, engaging audiences, and giving them unique experiences. For instance, the Dal’s Museum in St. Petersburg, Florida, created a possibility for its visitors to meet Salvador Dal and engage with his life more interactively to know this great personality via artificial intelligence. Deepfake technology is now used both for advertising and business purposes as well. Deepfake is also being used to make copies of famous artwork, such as creating videos of famous Monalisa artwork using the image by many technologists.

Moreover, the explosion of YouTube and Instagram users worldwide has significantly impacted the deepfake AI market. As content creators across these platforms strive to capture and retain audience attention, deepfake technology provides a valuable tool for crafting engaging and visually compelling content. This technology allows creators to alter video and audio realistically, enabling innovative effects such as inserting themselves into famous movie scenes or simulating celebrity interactions. Such capabilities help content stand out in an oversaturated market, drawing more views and followers. Additionally, the trend toward personalized content fuels the demand for deepfakes, as users seek unique ways to differentiate themselves and connect with their audience. By offering a means to create tailored and imaginative content, deepfake AI supports the constant quest for new and exciting material, driving its adoption and integration into content creation strategies. Consequently, the growth of social media platforms not only expands the user base for deepfake technology but also accelerates its evolution and application in the realm of digital media.

However, the unethical use of deepfake technology has harmful consequences in society, either in the short term or in the long term. People regularly using social media are at a huge risk of deepfake. However, proper use of this technology is anticipated to bring many positive results. Deepfake and technology related to this are evolving rapidly currently. It has ample applications that are used for malicious work against people, especially against celebrities and political entities. The most common use of deepfake technology is to make unauthorized video of well-known faces and it is rapidly increasing day by day. The other most malicious application of Deepfake is to exploit world leaders and politicians by making fake videos of them. Almost all world leaders, including Barack Obama, Donald Trump, Nency Pelosi, and Angela Merkel, all are exploited by fake videos somehow, and even Facebook founder Mark Zuckerberg has faced similar occurrences.

Increasing Concerns About Misinformation is Driving the Demand for Deepfake AI Market

The significant advances in deepfake AI technology are raising serious concerns about the spread of misleading information, thereby increasing the demand for deepfake AI detection software and services. For instance, in June 2024, an Indian Ayurveda Practitioner from Andheri, Mumbai, became a victim of a deepfake video scam. The person lost over USD 8,400 in a fraudulent share trading scheme advertised through the deepfake video of industrialist Mukesh Ambani. This escalating problem has heightened the need for sophisticated AI tools designed to detect and combat deepfakes. Enterprises globally are investing and looking for advanced technologies to validate content and shield the potential harm due to the spread of misinformation, thereby driving the surge in demand for deepfake detection and verification solutions.

Rising Demand of Deepfake AI in Revolutionizing VFX Technology

Deepfake AI technology unveiled new ways for filmmakers to make video production more affordable and creative. The innovation showed impact on audiences by connecting them with their favorite celebrity past their deaths. Historically, video making included constructing sets and scouting locations physically, making the budget high. Whereas the advent of deepfake AI technology enables filmmakers to design sets and backgrounds virtually, eliminating unnecessary material, labor, and permit costs.

For example, in the season two finale of The Mandalorian, the sudden appearance of a young Luke Skywalker sparked news highlighting the effectiveness of deepfake technology in VFX technology. Similarly, in February 2024, the British rock band IDLES launched an unexpected collaboration, merging the visual elements of Coldplay's classic track 'Yellow' with their new single 'Grace'.

North America is Anticipated to Hold a Significant Share of the Market

The presence of prominent technology firms and startups in countries like the United States and Canada in North America is driving the significant demand and growth of the deepfake AI market as these firms and startups are continuously inviting innovations and advancement in the AI and machine learning sector. Moreover, advanced digital infrastructure and high-speed internet accessibility are further accelerating the creation and consumption of deepfake content in North America. Also, to restrict unauthorized usage, the region's government is investing in enhancing, developing, and adopting detection tools.

For instance, in February 2024, the U.S. Federal Communications Commission outlawed robocalls generated by artificial intelligence. AI robocalls have been used globally to misinform voters by mimicking celebrities and political candidates, showing the tech’s ability to disrupt campaigns during a busy election year.

Future Market Scenario (2024-2031F)

The growing evolution of AI and machine learning technology is fueling the growth of deepfake tools and technology, making it more sophisticated and harder to distinguish between original and fake content.

The widespread adoption of deepfake has raised serious ethical and legal concerns. In response, official organizations worldwide are gearing up to implement stringent regulations and develop advanced technologies to identify and prevent the harmful effects of deepfakes. This concerted effort is expected to lead to a more regulated deepfake AI market, strongly emphasizing responsible usage.

In sectors like films, television, and video games, providing more realistic special effects and performances, deepfake technology exhibits significant applications. This sector is estimated to see an uptick in investments as technology becomes more refined and accessible with time.

With the advent of user-friendly and affordable technology, businesses and individuals will seek deepfakes for more creative, educational, and marketing reasons, which is anticipated to lead to deepfake content in various media channels.

As people become more aware of audio and video deepfake scams, the demand for advanced detection and prevention software and solutions is estimated to be in demand in coming years, driving the further growth of deepfake AI market globally.

Key Players Landscape and Outlook

The deepfake AI space has quickly grown into a vibrant, dynamic ecosystem with major players who are shaping its present and future. The early adaptors, technology titans like McAfee, Microsoft, and Adobe, seek to safeguard digital security as well as authenticity by developing novel avenues of diagnosing deepfakes for defense. For example, in August 2024 global cybersecurity leader McAfee introduced the latest addition to its line of products powered by AI, the Mcaffee Deepfake Detector, as real and fake AI-generated videos (i.e. deepfakes) are posted on social media.

Also, tech giants like Google are bringing innovation within the deepfake AI market. For instance, in March 2024, Google announced a collaboration with Shakti, the India Election Fact-Checking Collective, to address deepfakes during general elections that began on 01 March 2024. The company offered a shared platform to information checkers and Indian language content publishers. The platform supported the exchange of fact-checkers, research sources, and alerts regarding election-related information.

Similarly, in March 2024, PeakMetrics Inc., a Narrative Intelligence company, announced a strategic partnership with Reality Defender, a deepfake and artificial intelligence-generated media platform startup to address digital deception and deepfakes. These growing number of partnerships and collaborations within the deepfake AI market landscape are further adding value to the market.

To deliver this surge in AI-based scams and the spread of miscommunication, McAfee partnered with Lenovo to deliver advanced deepfake detection technology to people who purchase select Lenovo AI PCs. Furthermore, the company is launching the Smart AI Hub, which provides educational resources and interactive tools to raise awareness related to deepfakes and AI-based scams.

Moreover, key startups like Sensity AI and Deeptrace are focusing on advanced deepfake detection technologies and tools. The deepfake AI market is also witnessing growing investments from venture capitalists and partnerships between tech firms and cybersecurity experts globally to develop robust defensive measures. For instance, in February 2024, Meta and the Misinformation Combat Alliance (MCA) joined forces to introduce a WhatsApp helpline to deal with AI-generated misinformation, especially deepfakes. This initiative, set to launch in March 2024, is designed to help the public distinguish between genuine and fabricated content by providing a platform for reporting and verifying suspicious media.

In July 2024, Hiya, a significant player in global voice security services, acquired Loccus.ai, a leading firm in deepfake detection technology. Loccus.ai specializes in the real-time identification of AI-generated voices, establishing a new standard for accuracy in the field.