Metaphysic, the company that was created after a deepfake

Many will remember the deepfake that appeared on TikTok about actor Tom Cruise that was seen by millions of people. A few months later the person who did it (Chris Umé) along with two other people have created the company Metaphysic to offer their services for generating “modified” videos and they have already obtained a contract with Gillette to make an advertisement.

The company offers to make videos with the image and voice of a famous person but made with Artificial Intelligence means and using a not famous person, with which the production costs are much lower. They just need to get the permission of the famous person to accept the impersonation (I suppose in exchange for some money).

Metaphysic worked with Gillette (P&G) and Nice Shoes to recreate the excitement of Deion Sanders’ 1989 draft day. They created a synthetic version of young Sanders exactly as he looked the night he was recruited. The campaign aired during the 2021 NFL Draft, generating millions of links and happy fans.

This is the video of the announcement: https://youtu.be/ZM9Nxp-efoY

With current technology they can make us see almost anything they want, so we must be suspicious of almost everything they present to us. The only guarantee is the honesty of the person or company that presents it.

Today there is a lot of falsehood and a lot of lies in the media, and that is why it is increasingly important to know the “reliability” of the news broadcasters.