Published Paper Details:

Manufacturing the activities of image and spreading in the public sphere through social media is a serious problem which we have witnessed in the recent past. Obviously, this kind of visual falsification (deliberate attempt) directly triggers the cultural equilibrium of society from individual level, family sphere and finally to the mass audiences. Machine and technology are the most vibrant tools for development. But the degree of 'intelligence' sometimes creates serious problems when it goes beyond the activities that are done by a computer (machine) through its AI tools. In this outset the paper will raise a pertinent debate regarding the ethical framework for using artificial intelligence more specifically its deepfake application. Presently, AI is generating a negative form of media that is going to threaten international security, someone's personal image and other sensitive issues. Actually AI produces sophisticated forms of media that have enough power to convince people just based on false information more specifically on psychological security and political stability. The first objective of this research is to analyze the current landscape of deepfake technology, assessing its capabilities and identifying potential vulnerabilities. Secondly, it will investigate the ethical implications of employing AI in countering disinformation. Utilizing qualitative research methods the study will explore diverse perspectives on the ethical considerations surrounding AI interventions. The chosen research philosophy is pragmatism, which recognizes the usefulness and practical applications of the suggested framework. The paper will follow the Qualitative research method through Content analysis to find diverse viewpoints regarding the application of AI technologies for content moderation, information verification, and the propagation of counter-narratives. By using a constructivist lens, the paper will present a holistic exploration of subjective experiences, convictions, and moral dilemmas (Lincoln and Guba, 1985; Schwandt, 2007) of people impacted by or engaged in AI-driven disinformation countermeasures.