Steak-umm Rolls Releases Marketing Campaign Using Deepfake Vegans

In a recent video, Steak-umm, the West Chester-based food company, has sparked a conversation about the sinister side of artificial intelligence and the growing threat of deepfake technology. This video, which features a focus group of self-proclaimed vegans raving about the joys of eating meat, is not what it seems at first glance. It’s a clever and thought-provoking ad campaign aimed at shedding light on the potential dangers of AI manipulation and deepfake technology.

The video introduces us to six individuals who identify as vegans. They passionately express their commitment to a plant-based lifestyle, with one even going as far as having a “V for vegan” tattoo. But things take a surprising turn when they are served cheesesteaks. Their reactions are overwhelmingly positive, with exclamations of missing meat and doubts about returning to a vegan diet. It’s perplexing, to say the least.

However, the twist in the story lies in the fact that the video is a deepfake. The focus group participants never actually consumed real meat. The cheesesteaks they were served were entirely plant-based, made from tofu, bell pepper, and vegan cheese. The creators of the video then used off-the-shelf AI software to manipulate their comments, putting entirely different words in their mouths.

Source: Steak-umm/Youtube

In a matter of just 20 minutes, the comments of the panelists were digitally altered to suggest that they believed “this world would be a better place if more people ate real meat” or that “eating meat is the most important thing in the world.” These manipulated comments were startling for the individuals involved.

The video’s producers decided to reveal the truth to the panelists, which elicited a collective sigh of relief. They were not advocating for a complete 180-degree change in their beliefs. Rather, they were unwittingly part of an experiment to expose the deceptive power of deepfake technology.

The reaction from the focus group participants was eye-opening. One individual admitted, “I’ve never heard of deepfake,” while another confessed, “I thought it’s only a thing that people in the public eye have to worry about.” The experiment served as a stark reminder that anyone’s face and voice can be manipulated using this technology, and the consequences can be frightening.

The video closes with a powerful message, urging viewers to Support the Deep Fakes Accountability Act. The importance of such legislation became even more evident when President Biden signed an executive order to establish stricter standards for AI security and privacy.

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