Preserving Copyright laws and Economy against the challenges of Deepfakes technology: Navigating the strategies in the Quest for a Legal Regulatory Landscape

Abstract

The emergence of Artificial Intelligence such as deepfake has made it quite easier to edit, modify, alter or re-create and individual’s persona in the digital space with remarkable accuracy, copied their images, voice without any authorization. Indeed, the use of generative AI assists in the creation of deep fakes music, images, content, videos, raised the questions on the ethical and legal implication of the evolving technology on the intellectual property rights of a person. It is hampering the innovations, the creator’s originality, economy of the world and the actual usage of the technology. The relation between the developed and developing nations intersecting the economics, technology and copyright. This article explores the current legal framework available to copyright holders to guard against deepfakes, as well as proactive strategies creations can employ moving forward. We will analyse the legislative response, right of publicity and highlight practical measures like monitoring for infringement and utilizing the exist framework. The novelty of this paper is to examine from the economy perspective of the intellectual property laws and technology. This area is unexplored where the intellectual intersecting with the economy of the country with worldwide technology. The originality of the paper will focus on the adequacy of prospective laws, challenges to copyright work with bringing new reforms, fair use and economy of the country.