Abstract
Artificial intelligence has changed how audio and video are created and shared. Synthetic media can now reproduce a real person’s face, voice, and mannerisms with a degree of realism that can make authentication difficult for ordinary viewers. This paper examines deepfakes, defined here as AI-generated or AI-manipulated video, images, and audio, and focuses on their implications for digital trust and credibility. It considers technical developments from generative adversarial networks and StyleGAN-based face generation to diffusion models and voice-cloning systems (Goodfellow et al., 2014; Karras et al., 2019; Karras et al., 2020; Dhariwal & Nichol, 2021). These technologies have legitimate creative and communicative uses, but their malicious use can facilitate political manipulation, identity fraud, non-consensual intimate imagery, and social engineering (Chesney & Citron, 2019; Mirsky & Lee, 2020; Mustak et al., 2023). Ofcom reported in 2024 that 43% of UK internet users aged 16 and over believed they had experienced a deepfake in the first half of the year, illustrating growing exposure to synthetic media. Using a structured narrative review supported by qualitative comparative case-study analysis, this paper examines how deepfakes affect trust and credibility across political, corporate, financial, and personal contexts. The analysis compares cases using four common dimensions: the form of manipulation, the mechanism of trust disruption, the type of harm, and the institutional response. The findings indicate that detection remains important but is insufficient as a stand-alone response. Effective protection requires a layered approach combining detection, provenance, disclosure, institutional verification, platform governance, legal accountability, and media literacy.