Deepfakes for Good: Amplifying Voices, Changing Lives

Good morning. I'm Amy Shapiro, Good morning. I'm Amy Shapiro, journalist at CEK and we're here today journalist at CEK and we're here today journalist at CEK and we're here today in Tel Aviv for Calculist AI Conference. in Tel Aviv for Calculist AI Conference. in Tel Aviv for Calculist AI Conference. I'm here today with Shiran Melandovski I'm here today with Shiran Melandovski I'm here today with Shiran Melandovski Smeck, the CEO of Generative AI for Smeck, the CEO of Generative AI for Smeck, the CEO of Generative AI for Good. Sharon, thank you so much for Good. Sharon, thank you so much for Good. Sharon, thank you so much for joining us. joining us. joining us. >> Thank you for this great opportunity. >> Thank you for this great opportunity. >> Thank you for this great opportunity. >> Our pleasure. [clears throat] Um, to >> Our pleasure. [clears throat] Um, to >> Our pleasure. [clears throat] Um, to start off with, why don't you tell us a

start off with, why don't you tell us a start off with, why don't you tell us a bit about what Generative AI for Good is bit about what Generative AI for Good is bit about what Generative AI for Good is as an organization company. Um, yeah, in as an organization company. Um, yeah, in as an organization company. Um, yeah, in your words for those who might not know, your words for those who might not know, your words for those who might not know, of course. So generative AI for good we

of course. So generative AI for good we of course. So generative AI for good we are leveraging the GI technology what are leveraging the GI technology what are leveraging the GI technology what people refer as a deep fake. We use this people refer as a deep fake. We use this people refer as a deep fake. We use this dangerous and and risky technology in a dangerous and and risky technology in a dangerous and and risky technology in a proactive way for doing good to amplify proactive way for doing good to amplify proactive way for doing good to amplify the voices of the silence. the voices of the silence. the voices of the silence. >> We working in a different domain from uh >> We working in a different domain from uh >> We working in a different domain from uh domestic violence, human trafficking, domestic violence, human trafficking, domestic violence, human trafficking, Holocaust commemoration, education and Holocaust commemoration, education and Holocaust commemoration, education and many more. It's all to give a voice to many more. It's all to give a voice to many more. It's all to give a voice to those who cannot speak and increase those who cannot speak and increase those who cannot speak and increase awareness to life-saving matters. Yeah. awareness to life-saving matters. Yeah. awareness to life-saving matters. Yeah. So quite quite an amazing uh cause and So quite quite an amazing uh cause and So quite quite an amazing uh cause and mission. Um do you have some examples of mission. Um do you have some examples of mission. Um do you have some examples of some of the the things that you've some of the the things that you've some of the the things that you've worked on that have have done just that?

worked on that have have done just that? worked on that have have done just that? So how it all started actually because I So how it all started actually because I So how it all started actually because I came from the tech industry work with came from the tech industry work with came from the tech industry work with startup companies multinational and so startup companies multinational and so startup companies multinational and so on until around four years ago I met a on until around four years ago I met a on until around four years ago I met a domestic violence survivor that share a domestic violence survivor that share a domestic violence survivor that share a story with the whole country and by story with the whole country and by story with the whole country and by doing so she dramatically increase doing so she dramatically increase doing so she dramatically increase awareness of domestic violence and it awareness of domestic violence and it awareness of domestic violence and it get me thinking you know about all the get me thinking you know about all the get me thinking you know about all the women that are not with us anymore and I women that are not with us anymore and I women that are not with us anymore and I thought what if we can hear their voices thought what if we can hear their voices thought what if we can hear their voices and then I thought I working with an and then I thought I working with an and then I thought I working with an amazing AI technology so we can leverage amazing AI technology so we can leverage amazing AI technology so we can leverage the AI to animate the faces, the images the AI to animate the faces, the images the AI to animate the faces, the images of the women that has been murdered by of the women that has been murdered by of the women that has been murdered by their partners. their partners. their partners. >> And with this crazy idea in mind, I

>> And with this crazy idea in mind, I >> And with this crazy idea in mind, I decided to quit my day job, put all my decided to quit my day job, put all my decided to quit my day job, put all my time, all my effort in this project. And time, all my effort in this project. And time, all my effort in this project. And luckily, after a few a few months, we luckily, after a few a few months, we luckily, after a few a few months, we launched. It became like a mega launched. It became like a mega launched. It became like a mega campaign. Mhm. campaign. Mhm. campaign. Mhm. >> Uh we wore 28 partners including meta >> Uh we wore 28 partners including meta >> Uh we wore 28 partners including meta and we brought virtually back to life and we brought virtually back to life and we brought virtually back to life women that has been murdered by the women that has been murdered by the women that has been murdered by the partners from different backgrounds uh partners from different backgrounds uh partners from different backgrounds uh different demographies and they tell the different demographies and they tell the different demographies and they tell the whole country their children stories and whole country their children stories and whole country their children stories and this project become a tremendous this project become a tremendous this project become a tremendous success. It become very viral. We've success. It become very viral. We've success. It become very viral. We've been also the national news all TV been also the national news all TV been also the national news all TV channels. We presented in the UN NATO channels. We presented in the UN NATO channels. We presented in the UN NATO parliament around the world. We won parliament around the world. We won parliament around the world. We won international awards and above all we international awards and above all we international awards and above all we increase awareness to domestic violence. increase awareness to domestic violence. increase awareness to domestic violence. >> Absolutely incredible work and I

>> Absolutely incredible work and I >> Absolutely incredible work and I understand since October 7th you've also understand since October 7th you've also understand since October 7th you've also been doing work uh in that space to to been doing work uh in that space to to been doing work uh in that space to to amplify the Jewish and Israeli amplify the Jewish and Israeli amplify the Jewish and Israeli narrative. Is that correct? narrative. Is that correct? narrative. Is that correct? >> Yes. So uh what we saw after October 7th >> Yes. So uh what we saw after October 7th >> Yes. So uh what we saw after October 7th is that dramatically increase of the is that dramatically increase of the is that dramatically increase of the anti-semitism all around the world. anti-semitism all around the world. anti-semitism all around the world. Right. And also the technology itself Right. And also the technology itself Right. And also the technology itself become a weapon in that field like all become a weapon in that field like all become a weapon in that field like all the AI the geni all the deep fake in the AI the geni all the deep fake in the AI the geni all the deep fake in this area and the social media. So we this area and the social media. So we this area and the social media. So we decided we can use this technology and decided we can use this technology and decided we can use this technology and focus on the Israel and the Jewish focus on the Israel and the Jewish focus on the Israel and the Jewish narrative and create increased empathy narrative and create increased empathy narrative and create increased empathy to what's happened here in October 7th. to what's happened here in October 7th. to what's happened here in October 7th. So we had a project where we uh were

So we had a project where we uh were So we had a project where we uh were were the voice of hostages of two were the voice of hostages of two were the voice of hostages of two amazing children that had been in amazing children that had been in amazing children that had been in captivity in Gaza for a long time and we captivity in Gaza for a long time and we captivity in Gaza for a long time and we were their voice and we did this project were their voice and we did this project were their voice and we did this project in English but also in German in English but also in German in English but also in German >> and also we increased we saw that we uh >> and also we increased we saw that we uh >> and also we increased we saw that we uh succeed in increase empathy and the succeed in increase empathy and the succeed in increase empathy and the reaction was very very positive reaction was very very positive reaction was very very positive although we use uh AI and deep fake in although we use uh AI and deep fake in although we use uh AI and deep fake in those very very sensitive topics those very very sensitive topics those very very sensitive topics >> and also now we working on a project.

>> and also now we working on a project. >> and also now we working on a project. It's about gender based violence in It's about gender based violence in It's about gender based violence in conflict and we want to show the what's conflict and we want to show the what's conflict and we want to show the what's happening in different conflict around happening in different conflict around happening in different conflict around the world and include October 7s as the world and include October 7s as the world and include October 7s as well. well. well. >> Absolutely amazing work. Um I guess uh >> Absolutely amazing work. Um I guess uh >> Absolutely amazing work. Um I guess uh part of those considerations of course part of those considerations of course part of those considerations of course would be the the kind of uh ethical uh would be the the kind of uh ethical uh would be the the kind of uh ethical uh considerations um when it comes to using considerations um when it comes to using considerations um when it comes to using like deep fake technology for social like deep fake technology for social like deep fake technology for social causes like uh what what are the kind of causes like uh what what are the kind of causes like uh what what are the kind of what's your thought process there?

what's your thought process there? what's your thought process there? >> Yes. So it's very very good question >> Yes. So it's very very good question >> Yes. So it's very very good question because uh as core of our activities we because uh as core of our activities we because uh as core of our activities we are considered a trustworthy AI. So we are considered a trustworthy AI. So we are considered a trustworthy AI. So we are referred to transparency. It's very are referred to transparency. It's very are referred to transparency. It's very important for us that the audience will important for us that the audience will important for us that the audience will be aware exactly to what they are be aware exactly to what they are be aware exactly to what they are seeing, what is fake, what is not, what seeing, what is fake, what is not, what seeing, what is fake, what is not, what is made by the AI, what is real and also is made by the AI, what is real and also is made by the AI, what is real and also this is part of the creative itself this is part of the creative itself this is part of the creative itself because our use in the AI is not just because our use in the AI is not just because our use in the AI is not just about aesthetic, right? It's core of the about aesthetic, right? It's core of the about aesthetic, right? It's core of the the mission and there is no other way the mission and there is no other way the mission and there is no other way those people can speak up because now those people can speak up because now those people can speak up because now they are silenced and also there is a

they are silenced and also there is a they are silenced and also there is a privacy and how we uh respect the privacy and how we uh respect the privacy and how we uh respect the survivor as well and in some cases there survivor as well and in some cases there survivor as well and in some cases there are survivors that want to speak up but are survivors that want to speak up but are survivors that want to speak up but they can't and we use a technology to they can't and we use a technology to they can't and we use a technology to let them share their stories but from a let them share their stories but from a let them share their stories but from a different facet and this is how they can different facet and this is how they can different facet and this is how they can keep their privacy keep their privacy keep their privacy >> as well and also the non-discrimination. >> as well and also the non-discrimination. >> as well and also the non-discrimination. It's very important for us in our It's very important for us in our It's very important for us in our project to include people from different project to include people from different project to include people from different and diverse background as well as part and diverse background as well as part and diverse background as well as part of the message and of course we are of the message and of course we are of the message and of course we are respect both the participant if they are respect both the participant if they are respect both the participant if they are the victim families the survivors and the victim families the survivors and the victim families the survivors and even the celebrities that we are working even the celebrities that we are working even the celebrities that we are working with and we having their consent and with and we having their consent and with and we having their consent and they are fully engaged of the process.

they are fully engaged of the process. they are fully engaged of the process. >> Amazing. Well, amazing work that you're >> Amazing. Well, amazing work that you're >> Amazing. Well, amazing work that you're doing and just an incredible cause all doing and just an incredible cause all doing and just an incredible cause all around. So, thank you again, Jirean, so around. So, thank you again, Jirean, so around. So, thank you again, Jirean, so much for your time today and I hope you much for your time today and I hope you much for your time today and I hope you enjoy the rest of your uh time here at enjoy the rest of your uh time here at enjoy the rest of your uh time here at the AI conference. the AI conference. the AI conference. >> I will. Thank you so much. Pleasure.