### Macron Embraces Deepfakes to Spark Interest at AI Summit

In an innovative move, Emmanuel Macron combines humor and technology by sharing deepfake videos of himself, emphasizing the role of AI in shaping future societal norms and responsibilities.

French President Emmanuel Macron is generating buzz on social media as he showcases AI-generated deepfakes of himself to promote the AI Action Summit in Paris. In a humorous video shared across his social media platforms, Macron reacts positively to various deepfaked montages, including clips from iconic films and TV shows, stating “nicely done.” This initiative comes as the summit aimed at exploring AI's implications on society, governance, and the environment kicks off.

The deepfake videos have gained traction in recent months within French social circles, with Macron featuring in amusing contexts such as hair tutorials and music videos from the 1980s. The amused president acknowledges the meme-worthy content circulating online, commenting, "It's pretty well done, it made me laugh." However, he further asserts the significance of AI, emphasizing that France and Europe should lead in harnessing AI's potential while upholding core ethical principles.

While Macron's playful approach may appear harmless, some experts express concerns about the normalization of deepfake technology. Paul McKay, principal analyst at Forrester, argues that such portrayals can blur the line between reality and fabrication, making it increasingly challenging to discern genuine news from misinformation. Similarly, Dr. Richard Little warns of the potential for deepfakes to mislead or scam individuals, suggesting that their trivialization poses risks.

Amidst the backdrop of the summit, there are debates surrounding the regulation of deepfake technology. Macron previously stated that deepfakes have the capacity to disrupt democracies and called for accountability regarding the dissemination of such content. The newly launched EU AI Act, which aims to regulate the use of artificial intelligence in Europe, has faced criticism for possibly stymying innovation instead of promoting it.

As the summit unfolds, participants, including global leaders, tech executives, and academics, are set to deliberate on establishing common ethical standards within the realm of AI. A global declaration outlining shared objectives related to AI ethics is anticipated at the conclusion of the event, although it remains uncertain whether major players such as the US and the UK will endorse it. The summit is underscoring the balance between innovation and regulation as society grapples with the evolving implications of artificial intelligence.