![]() However, very rarely, you'll find that something's slightly off in his TikTok videos, and that is because the person seen on the camera is not really Tom Cruise, but an impersonator and the videos are all synthetic media (better known as deepfakes). Metaphysic says it vets the brands and influencers that propose working on campaigns and promises to ensure that people's image rights are protected. Deeptomcruise is a TikTok account showing what the movie star Tom Cruise does in his life when he's not acting on film. "Synthetic media is really a boon for influencers because they will get a chance to innovate in a space that's really interesting to people and find their way into the market." ![]() "The AI does a lot of the heavy lifting that previously took trained VFX professionals months to achieve at great expense," Graham said. Graham said the tech would help these smaller creators in other ways, such as accessing special effects that are not open source. Many, if not most, produce their content independently from home while dealing with the brand remotely, especially during the COVID-19 pandemic. "The influencer can take home the same money, and the brands can have more relevant content at lower production costs."īut not all influencers are filming with brands on sets. Graham said it typically took 24 hours of post-production per TikTok video to fix glitches frame by frame.įor celebrities and influencers, the higher the profile, the higher the potential rates, Graham said, adding: "They can work with sponsors and brands to create more interesting and localized content without spending so much time on set. If you compare the latest videos to the first ones, you'll see a difference in quality." "The software saves around 80% of the production costs for brands working with influencers using the technology," he said, adding that the tech was developing quickly. Graham said deepfakes were cost-effective for advertisers because they could eliminate the need to film in-person with a celebrity or influencer. In an interview with Insider, Ume's cofounder and Metaphysic CEO Tom Graham acknowledged that deepfakes could be "deeply problematic" because the AI software used to make them is "out in the wild."īut he said his company would be "setting the industry standard" on using deepfakes "ethically and responsibly." The startup claims to be able to cut costs and save time for influencers and the celebrity marketing industry. Metaphysic, which launched last week, combines different types of open-source software with in-house data collection and data-management tools. Ume said he reached out to Cruise's team and offered the rights to the videos but didn't hear back.Ĭritics have warned of the potential for disinformation and other ethical issues raised by deepfakes. They're actually clips of an impersonator, whom Ume made to look indistinguishable from the actor using open-source artificial intelligence (AI) software. ![]() Ume's account, has accrued 1.6 million followers by posting videos that appear to show Cruise playing golf, playing guitar, and mopping. However, Chris Ume, cofounder of Metaphysic, told Insider he didn't get permission to use Cruise's likeness before his videos went viral.
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