The website is eye-catching for its simplicity. Against a white backdrop, a giant blue button invites visitors to upload a picture of a face. Below the button, four AI-generated faces allow you to test the service. Above it, the tag line boldly proclaims the purpose: turn anyone into a porn star by using deepfake technology to swap the person's face into an adult video. All it requires is the picture and the push of a button.

From the beginning, deepfakes, or AI-generated synthetic media, have primarily been used to create pornographic representations of women, who often find this psychologically devastating. The original Reddit creator who popularized the technology face-swapped female celebrities' faces into porn videos. To this day, the research company Sensity AI estimates, between 90% and 95% of all online deepfake videos are nonconsensual porn, and around 90% of those feature women. As the technology has advanced, numerous easy-to-use no-code tools have also emerged, allowing users to "strip" the clothes off female bodies in images. Many of these services have since been forced offline, but the code still exists in open-source repositories and has continued to resurface in new forms.

For 30 seconds, anyone in China can now take the place of Leonardo DiCaprio in some of his most iconic roles -- and all it takes is a smartphone and a bit of personal data. The Chinese app Zao has surged in popularity over the past few days to become the country's top smartphone app, and descriptions of what it does have gone viral on social media in the U.S. The app's appeal is simple: Upload a photo and it will swap DiCaprio's face with a user's in a 30-second mashup of clips from his films. Or it can do the same with a character from "Game of Thrones," or with a performer in a music video. The app is only available in China, though some people outside the country have been able to get around that restriction. It's as easy as using a photo filter on Instagram or Snapchat, according to people who have used it, but it also demonstrates the remarkable power of advances in artificial intelligence to make fake videos.