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The impacts of deepfakes on journalism: Risks, opportunities, and changes in news organizations

  • Patric Raemy ORCID logo EMAIL logo and Manuel Puppis ORCID logo
Published/Copyright: September 27, 2025
Communications
From the journal Communications

Abstract

Deep learning technology allows for the creation of synthetic audio and video content that appears authentic, offering both risks and opportunities for journalism. Such synthetic content may enhance personalization, visualization, and immersion, but challenge the detection of disinformation. To date, there is limited empirical knowledge about the impacts of deepfakes on journalism. Thus, this study’s goal is to explore how journalists assess potential risks and opportunities and how news organizations respond to deepfakes or synthetic content. Interviews with representatives of major Swiss news organizations show that journalists predominantly consider deepfakes as a form of disinformation, and that they have trouble imagining the technology’s potential opportunities for journalism. Moreover, although specialized technological knowledge in news organizations is crucial, mitigating the risks posed by deepfakes and taking advantage of the opportunities synthetic content also require a reorientation toward professional journalistic norms and raising awareness among journalists and audiences alike. These results highlight that deepfakes make it necessary for journalists to renegotiate the role of journalism, professional norms, and the boundaries of AI manipulation.

  1. Funder Name: Swiss Foundation for Technology Assessment (TA-Swiss), Funder Id:, Grant Number: https://www.ta-swiss.ch/en/deepfakes

  2. Please use Ringold ID (when given): 27211

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Appendix

Overview of the interviewees: Their position and expertise in a Swiss news organization

Interviewee

Position and expertise

I-1

Head of Investigation

I-2

Head of Editorial Department

I-3

Digital News Coordination Manager

I-4

Open Source und Visual Investigations

I-5

Head of Editorial Department

I-6

Knowledge Editorial Department

I-7

Head of the Video Editorial Department

I-8

Head of Fact-Checking

I-9

Editorial Department in Science and Technology

I-10

Product Manager of Artificial Intelligence

Published Online: 2025-09-27

© 2025 Walter de Gruyter GmbH, Berlin/Boston

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