is malicious and to be careful or whether it's funny until after so, it's a brilliant insight by sam gregory who i know while his organization does incredible work, not only with regards to thinking about the folks at this information and misinformation in general, and he's absolutely right. this goes back to the point i was making earlier about, we need to build safety into the architecture of our information ecosystem because we, as sole individuals and sort of them's are not going to be able to tell when something is a deep, they are not. and there are many, many companies going to be working in this space of generating a synthetic media. basically area generated fake media because it was going to be so many commercial viable applications. it's going to rewrite the future of the industry of film fashion, corporate communications. so as these people work on building the school technology, they absolutely have an ethical responsibility to ensure that it is not misused. oh, goodness me, let me just do this one more time so that you can see this book complete secrecy in the book cover. that c

i want to bring in the program director of this sentiment, gregory, because sam is putting the onus not on ask the public, trying to deduce is, is a deep thinker. it is not a deep sake. he's putting the onus on the creator is serious. we can't expect the average person to be able to spot a fake, it's already hard and it's going to get harder. so there's a responsibility on the people who make the tools to create the pricks to make it as easy as possible for a machine to spot the manipulation and on platforms and video sharing sites to detect those manipulations and tell their users they've seen it. and then we can make decisions if something is malicious and to be careful or whether it's funny until after so, it's a brilliant insight by sam gregory who i know while his organization does incredible work, not only with regards to thinking about the folks at this information and misinformation in general, and he's absolutely right. this goes back to the point i was making earlier about, we need to build safety into the architecture of our information ecosystem because we, as sole individua