French President Emmanuel Macron has decided to launch the Paris AI Action Summit in an unusual way: by shooting AI-generated deepfake videos featuring himself. And what a festival of fantasies! Macron is shown dancing and rapping along to the 1980s hit “Voyage Voyage,” sparring with actor Jean Dujardin in a spy comedy. The videos quickly went viral, sparking amusement, confusion and discussion about AI’s growing role in politics.
Macron acknowledged the humour behind the clips, appearing in the videos himself and commenting, “It’s pretty well done; it made me laugh.” However, his message went beyond entertainment. He used the opportunity to highlight AI’s potential to revolutionise industries such as healthcare, energy and public services. The videos served as a creative marketing tool to draw attention to the AI Action Summit, where world leaders will discuss the global trajectory of artificial intelligence.
Deepfake Diplomacy or Dangerous Precedent?
Macron’s strategy is a double-edged sword. While this is a forward-looking, tech-savvy leadership style that, through AI, shows it can help engage and reach. By using deepfake within controlled and comical limits, Macron has shown his willingness to reach younger, more tech-inclined audiences and make the AI discussion more accessible.
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However, critics argue that normalising deepfakes—especially in politics—sets a risky precedent. Deepfake technology has already been misused to spread misinformation and manipulate public opinion. While Macron’s initiative was transparent and lighthearted, it raises questions about the ethical implications of AI-generated media in politics. Will deepfakes become a tool for strategic deception in the future? How do governments ensure that AI remains a force for good rather than a weapon of disinformation?
The Future of AI in Political Messaging
Macron’s deepfake campaign points to a broader trend: politicians and governments are increasingly relying on AI for public engagement. World leaders will probably grapple with all this complexity at the Paris summit as they attempt to balance AI’s potential against its risks.
Read More: Britain to Make Sexually Explicit ‘Deepfakes’ a Crime
For now, Macron’s strategy has succeeded in capturing attention. With over 73,000 likes on his Instagram post, he has sparked a global conversation about AI’s role in governance. The question remains: Will other politicians follow suit, or will deepfake diplomacy remain a Macron signature move?
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