Driving out deepfakes: Canada can lead on responsible AI innovation

In recent weeks, a bipartisan group of United States members of Congress introduced the NO FAKES Act, which aims to protect Americans against harmful artificial intelligence deepfakes by creating a federal intellectual property right to an individual’s voice and likeness. The introduction of this identical House companion to the previously introduced Senate legislation is a powerful demonstration of bipartisan solidarity that reflects the American public’s strong desire for swift and unequivocal action against harmful deepfakes. And it’s time that Canada follows suit. Most of us have seen deepfakes or heard vocal clones made by generative AI. This technology has become so advanced that these digital impersonations can be made with little effort and with such close mimicry that it can be hard to tell whether they’re real. And they can be shared on a massive scale—around the world—in a matter of minutes. The range of potential harms is daunting. Patrick Rogers is the CEO of Music Canada. Handout photograph For recording artists, unauthorized deepfakes steal and manipulate their voices and images without their knowledge or permission. An artist’s voice and image is their livelihood. When they’re cloned, artists are robbed of their identity, reputation, and relationship with their fans who increasingly must question whether what they’re hearing or seeing is real. Actors, athletes, and celebrities all face these risks. It’s why organizations like The Human Artistry Campaign—the global initiative for responsible AI, of which Music Canada is a member—have applauded the introduction of the NO FAKES Act. But the threat extends far beyond music. Convincing deepfakes of political and business leaders pose serious risks to our national security, democratic institutions, and markets. But the very worst kind of these digital replicas are non-consensual, sexually exploitative deepfakes that are becoming more and more common. And the victims aren’t just celebrities, but also children in our communities who are targeted by peers, and exploited by predators. When such grave but preventable harms are happening across this wide spectrum, it’s time for government to step in. In bills C-63 and C-65, the Canadian government has recognized the need to address sexually explicit deepfakes, and deepfakes used to interfere in elections. But this piecemeal approach misses the opportunity to take a stand against not just the misuse of the technology, but also the mindset that encourages the creation of these deepfakes. And while we believe that current laws offer some protections, they were designed for an analogue era. They can be slow to enforce, inconsistent across jurisdictions, and ineffective for the digital space. We should question the motives of those who seek responsibility-free, permissionless innovation, and who argue that any limits are a chill on free speech. Simply put: using a technology to put your words in my mouth is not you exercising your free speech. What’s more, we can build in clear, narrow, and purpose-driven protections for the public interest. Generative AI needs to be responsible, accountable, and transparent to protect not only artists, but also the Canadian public. With laws against the most exploitative harms, we can still protect the best that this technology has to offer—like the preservation of one’s voice lost for medical reasons, or to tell the story of one’s legacy with the permission of your loved ones. And even leaders in the tech community have called for more guardrails. AI developers who act ethically will be able to attract investment and grow within ethical markets. Canada can continue to be a leader in AI innovation. But it must not come at any cost. We can take steps to build an AI ecosystem that is safe and responsible. We can embrace the promise of AI in all fields while protecting the most vulnerable. The music sector stands ready to support a government commitment and action to ensure that AI-generated deepfakes are illegal. Patrick Rogers is the CEO of Music Canada, the trade association representing Canada's major labels: Sony Music Entertainment Canada, Universal Music Canada, and Warner Music Canada. The Hill Times

Driving out deepfakes: Canada can lead on responsible AI innovation

Convincing deepfakes of political and business leaders pose serious risks to our national security, democratic institutions, and markets.

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Driving out deepfakes: Canada can lead on responsible AI innovation

Convincing deepfakes of political and business leaders pose serious risks to our national security, democratic institutions, and markets.

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