Your Brand

Description

The creation of DeepFakes encompasses a wide spectrum of Socio-technical practices that alter and socially regulate specific forms that shape contents. Furthermore, these technologies easily lead to discriminatory automated decisions based on digital profiles about consumers, individuals and vulnerable population groups. Problems such as social inclusion, new exclusions, bias, equity, transparency and human agency are important issues to be addressed when designing algorithmic systems over power interests.

Some of the artistic practices involved in the creation of Deepfakes bring together discourses and fields of research, thus contributing to the identification of the main controversies of the new digital society. These practices insist on the lack of precision of these algorithmic systems, biometric machines that often fail to recognise people from non-regulatory minorities, making these people vulnerable to discrimination, violence and criminalization.

Our project is a Facebook browser extension that automatically replaces Facebook content by personalised synthetic media ads (Deepfaked). Our Brand experiment pushes the user to question how intrusive can the next level of personalised commercials be. What are the effects of personalised ads? What happens behind Deepfake algorithms? What are the technologies and remediation practices involved?