Publishers and brands should prepare for a new – and “startlingly realistic” – form of misinformation that soon may spread across the internet.

Such “deep fakes” refer to video content that is created or altered using deep-learning tools and artificial intelligence in a bid to mislead or confuse the viewer.

And a pair of indicative examples involve doctored footage of President Barack Obama:

  • BuzzFeed released a video of Obama apparently making a “public-service announcement” but utilized the voice of comedian and filmmaker Jordan Peele:
  • University of Washington researchers developed a video of Obama speaking in the White House that spliced in quotations from a talkshow appearance he made several years earlier: