A sad idol winner and weight loss gummies seem to be the ultimate clickbait fodder – whether or not X can navigate this minefield of deepfakes is crucial in shaping its future
Elon Musk‘s vision for X (formerly Twitter) includes an ad-free option for subscribers, aiming to curb user fatigue and attract more paying members.
However, this ambition collides with the growing problem of deepfakes, particularly those featuring Guy Sebastian, raising concerns about misinformation and potential harm.
Getting so much of this rubbish lately, gotta feel sorry for Guy Sebastian and Jessica Mauboy (and even Kochie I guess) who are basically getting routinely defamed by scammers non-stop now. Thanks Elon, hope you’re enjoying the advertising revenue you’re getting from it pic.twitter.com/HjD7AlWzCp
— Miguel Sanchez (@MiguelS92940618) January 17, 2024
Musk has announced two new subscription tiers for X: one cheaper with full ads, and a pricier, “Premium+” tier promising an ad-free experience. This move reflects his belief that ads detract from user engagement and could drive people to paid subscriptions.
However, the success of this strategy hinges on several factors, including the pricing of the ad-free tier and whether users perceive the value to be worth it.
I know this is real because I’ve seen Guy Sebastian look exactly like this many times pic.twitter.com/3uQjpjJnra
— Rudi Edsall (@RudiEdsall) January 17, 2024
Meanwhile, X has become a breeding ground for deepfakes, manipulated videos often used to spread misinformation or discredit individuals. One prominent example involves Australian singer Guy Sebastian. His likeness has been used in deepfake ads for cryptocurrency scams, general fake news coverage (in handcuffs) among a stack of other fraudulent news stories.
These deepfakes, often indistinguishable from reality, can mislead users and have real-world consequences like financial loss or reputational damage.
To say that combating deepfakes on X is complex is putting it mildly. Detecting them requires sophisticated technology and continuous human oversight.
There are all of a sudden a lot of dodgy ads on Twitter for Guy Sebastian.
I guess it’s better than all the porn ads I used to get, but seriously, these ads are horrid pic.twitter.com/3kHVkgHjor
— Richard ✡︎ (@FriedRich12159) January 18, 2024
Additionally, removing deepfakes while respecting freedom of expression poses a delicate balance. The platform faces backlash if it oversteps boundaries, but inaction against harmful content can erode trust and user safety.
Musk’s ad-free vision raises questions about how X will handle advertising revenue and content moderation. The proliferation of deepfakes like those of Guy Sebastian further complicates the platform’s future.
This might be the funniest one yet. It doesn’t even look like Guy Sebastian. 😆 pic.twitter.com/K0IEyqNN7w
— Mark Gottlieb (@MarkGottlieb) January 22, 2024
To succeed, X must create a sustainable business model that balances user experience, financial viability, and content integrity.
Scammers are using a deepfake Hamish Blake to flog weight loss gummies!
MORE: https://t.co/JNXMvwFB9C pic.twitter.com/CqUabBylTh— 2GB Sydney (@2GB873) October 23, 2023
This includes investing in deepfake detection and prevention, collaborating with content creators like Sebastian, and establishing clear policies for addressing misinformation.
Really wanting to know why the scammers have pivoted to Guy Sebastian….and why not Shannon Noll?
— Josh Taylor (@joshgnosis) January 22, 2024
It will be interesting to watch the delicate dance between Musk’s ad-free aspirations and the perils of manipulated content places the platform at a crossroads. Striking the right balance between monetization, freedom of expression, and safeguarding user trust is paramount.
