How Are AI Videos Fueling Russia's Online Disinformation?

Deepfakes are increasingly becoming a serious concern for the West, particularly with the emergence of sophisticated AI-generated videos that distort reality and propagate misinformation. Recent incidents involving Professor Alan Read from King's College London highlight the potential dangers of these technologies, as they are exploited to influence public opinion and undermine democratic institutions. This article explores the rise of deepfakes, their implications for security and politics, and the urgent need for effective governance to counter this evolving threat.

Last updated: 20 October 2023 (BST)

What’s happening now

Recent developments have brought deepfakes to the forefront of discussions about misinformation and influence campaigns, especially relating to Russia's ongoing hybrid warfare strategies. The case of Professor Alan Read serves as a stark reminder of how personal identities can be manipulated for political ends. Experts are warning that these synthetic videos can not only mislead viewers but also sway public sentiment, particularly in politically sensitive regions. With the advent of more advanced video generation technologies, the potential for misuse is growing, raising alarms among security analysts and policymakers.

Key takeaways

Deepfakes are being used in targeted misinformation campaigns, particularly linked to Russian interests.
Significant advancements in AI video technology have lowered the cost and increased the accessibility of creating deepfakes.
The UK is facing challenges in regulating and countering the influence of deepfakes, especially ahead of local elections.

Timeline: how we got here

The timeline of deepfake technology and its implications can be traced through significant events in recent years:

2017: The term "deepfake" gains popularity as technology for creating realistic fake videos becomes more accessible.
2020: Reports emerge of deepfakes being used in political campaigns, particularly in the context of elections.
December 2025: A surge in AI-generated videos, including those targeting Poland’s political landscape, reveals the scale of disinformation campaigns.
October 2023: Professor Alan Read's experience highlights the personal impact of deepfakes, raising awareness of their dangers.

What’s new vs what’s known

New today/this week

The recent proliferation of deepfake videos, particularly those connected to Russia, has introduced a new layer of complexity to the misinformation landscape. Experts are now more concerned about the tactics used by these disinformation units, which employ advanced AI technologies to create convincing narratives that can spread rapidly online.

What was already established

It has been previously understood that deepfakes can be employed for malicious purposes, including discrediting political figures and spreading false narratives. However, the recent sophistication and scale of these operations signal a significant escalation in the tactics used by state-sponsored disinformation campaigns.

Impact for the UK

Consumers and households

The rise of deepfakes poses a risk to the integrity of information that UK consumers rely on. Misinformation can lead to confusion over critical issues, affecting public opinion and potentially influencing voting behaviours in local elections. The possibility that deepfakes could mislead voters raises significant concerns about democratic processes.

Businesses and jobs

Businesses can also be affected by deepfake technology, particularly if fake videos misrepresent their products or services. Such misinformation can damage reputations and erode consumer trust, leading to financial losses. Additionally, companies may need to invest in technologies and strategies to protect themselves from the fallout of deepfake misuse.

Policy and regulation

The UK government is facing a pressing need to adapt its regulatory framework to address the challenges posed by deepfakes and misinformation. Current legislation, such as the Online Safety Act, does not adequately define disinformation as a harmful practice, which hinders the ability of platforms to act swiftly against malicious content. Policymakers must consider how to strengthen governance systems to counter these threats effectively.

Numbers that matter

75+ covert influence operations removed by TikTok globally in 2025.
7.5% of all discussions about Ukrainian President Volodymyr Zelensky were dominated by a false narrative in just one week.
Hundreds of thousands of views on deepfake videos targeting European leaders.

Definitions and jargon buster

Deepfake: A synthetic media in which a person’s likeness is replaced with someone else’s using artificial intelligence.
Hybrid conflict: A strategy that blends conventional warfare with irregular tactics and cyber operations to achieve political goals.
Disinformation: False or misleading information spread deliberately to deceive.

How to think about the next steps

Near term (0–4 weeks)

In the immediate future, individuals and organisations should enhance their media literacy to recognise potential deepfakes. This includes understanding the tell-tale signs of manipulated content and verifying sources before sharing information.

Medium term (1–6 months)

During the next few months, stakeholders, including tech companies and policymakers, must engage in dialogue to develop more robust frameworks for identifying and managing deepfakes. This could involve collaboration to establish standards for the ethical use of AI technologies.

Signals to watch

Monitoring the frequency and types of deepfake content emerging online.
Changes in legislation and regulatory measures regarding misinformation and deepfakes in the UK.
Public response and media coverage of deepfake incidents, particularly during election cycles.

Practical guidance

Do

Stay informed about deepfake technology and its implications for society.
Verify videos and images by cross-referencing multiple reputable sources.
Report suspicious content to the relevant platforms or authorities.

Don’t

Don’t share content without verifying its authenticity.
Don’t underestimate the potential impact of deepfakes on public opinion.
Don’t ignore the importance of digital literacy in combating misinformation.

Checklist

Have you verified the source of the video or image?
Are you aware of recent developments in deepfake technology?
Have you reported any suspicious content you encountered?
Are you using tools or resources to help detect deepfakes?

Risks, caveats, and uncertainties

While the threat posed by deepfakes is significant, the full extent of their impact is still uncertain. The technology is evolving rapidly, and as deepfake creation becomes more accessible, the potential for misuse grows. However, the effectiveness of current countermeasures and regulatory frameworks remains to be seen. Furthermore, the implications of deepfakes may vary depending on regional contexts and the political landscape.

Bottom line

Deepfakes represent a new frontier in misinformation, with the potential to disrupt democratic processes and public trust. As the technology continues to advance, it is crucial for individuals, businesses, and governments in the UK to remain vigilant and proactive in addressing these challenges. Enhanced media literacy and robust regulatory measures will be essential in navigating this complex landscape.

FAQs

What are deepfakes?

Deepfakes are synthetic media created using artificial intelligence, allowing for the realistic manipulation of video and audio to portray individuals saying or doing things they did not actually say or do.

How can deepfakes influence public opinion?

Deepfakes can spread false narratives and misinformation quickly, potentially swaying public opinion by creating convincing yet entirely fabricated representations of individuals in pivotal political contexts.

What measures are being taken to combat deepfakes?

Efforts to combat deepfakes include developing detection technologies, enhancing regulatory frameworks, and increasing public awareness of misinformation and its implications.