Deepfakes are basically digital content generated using machine learning (ML), a kind of AI or artificial intelligence, which has generated a lot of interest among common public and marketers and deepfakes are often perceived as “phantom menace” in mainstream media. Irrespectively of being relevant to marketing practice and theory, deepfakes are not fully discussed or understood, along with the opportunities for the deviance or benefits they offer. Considering the increasing threat of deepfakes on cybersecurity, this paper discusses emerging benefits and threats of deepfakes along with potential solutions. This paper also assesses whether existing international organizations can counter cybercrime to guide the future studies related to deepfakes. It provides a quick analysis of existing policy measures started by international organizations and their relevant impact in the process of making the framework in near future. It explores the implications of AI and policymaking which would help the existing criminal judicial system to counter cybercrimes. Current uses and AI trends and their applications to do illegal and harmful activities are also analysed. This study concludes by offering various solutions to counter cyber threats committed using AI technologies.

deepfakes, AI, machine learning, data mining, AI trends, international organizations, policymaking