Communications of the ACM

Andrey Doronichev was alarmed last year when he saw a video on social media that appeared to show the president of Ukraine surrendering to Russia.

The video was quickly debunked as a synthetically generated deepfake, but to Mr. Doronichev, it was a worrying portent. This year, his fears crept closer to reality, as companies began competing to enhance and release artificial intelligence technology despite the havoc it could cause.

Generative A.I. is now available to anyone, and it's increasingly capable of fooling people with text, audio, images and videos that seem to be conceived and captured by humans. The risk of societal gullibility has set off concerns about disinformation, job loss, discrimination, privacy and broad dystopia.

For entrepreneurs like Mr. Doronichev, it has also become a business opportunity. More than a dozen companies now offer tools to identify whether something was made with artificial intelligence, with names like Sensity AI (deepfake detection), Fictitious.AI (plagiarism detection) and Originality.AI (also plagiarism).