A new app called Doublicat has risen in popularity on the Apple and Android app stores by allowing users to put their face on top of popular GIFs. The app collects information from a photo to analyse your facial features, and then places those on the heads of celebrities, movie scenes, and other content. As of writing, it is number three on the Google Play Store and number 28 on the Apple App Store. However, in the wake of the Cambridge Analytica and other scandals, users are likely to be concerned about the safety of such applications. The Russian-owned FaceApp, which uses facial recognition to edit your images, has a particularly controversial privacy policy which allows FaceApp a royalty-free, irrecovable, perpetual license to use your face with no compensation, according to its terms and conditions page.

Last summer, a video of Mark Zuckerberg circulated on Instagram in which the Facebook CEO appeared to claim he had "total control of billions of people's stolen data, all their secrets, their lives, their futures." It turned out to be an art project rather than a deliberate attempt at misinformation, but Facebook allowed it to stay on the platform. According to the company, it didn't violate any of its policies. For some, this showed how big tech companies aren't prepared to deal with the onslaught of AI-generated fake media known as deepfakes. Deepfakes are incredibly hard to moderate, not because they're difficult to spot (though they can be), but because the category is so broad that any attempt to "clamp down" on AI-edited photos and videos would end up affecting a whole swath of harmless content. Banning deepfakes altogether would mean removing popular jokes like gender-swapped Snapchat selfies and artificially aged faces.