Imagine waking up to find a video of yourself circulating online—except it’s not you. Your face, your voice, but words you never said, actions you never did. This is the terrifying reality of deepfake technology, and it’s affecting people at an alarming rate.
In this episode, I welcome Maria Walsh, Member of the European Parliament (MEP) for Midlands North West in Ireland, for an eye-opening discussion on the rising threat of deepfakes. As a vocal advocate for stronger regulation in digital spaces, Maria is working at the EU level to close critical legislative gaps and protect individuals—particularly women and young girls—from the harmful misuse of artificial intelligence.
The Good, the Bad, and the Ugly of Deepfakes
Deepfake technology, while initially used in the entertainment industry to create impressive visual effects, has evolved into a tool with alarming implications. Maria explains that while AI can enhance creative storytelling, it also fuels a darker side of the internet where malicious actors manipulate images, videos, and audio for exploitation and misinformation.
Current research indicates that 96% of deepfake content is pornographic, and 99% of those targeted are women and young girls. The issue extends beyond personal harm; it has political and societal repercussions, as seen in high-profile cases involving world leaders and public figures.
The Need for Legislative Action
Maria highlights the urgent need for laws that hold perpetrators accountable. While the EU has introduced frameworks like the AI Act and the Digital Services Act, gaps remain—particularly in prosecuting those who create and disseminate harmful deepfake content.
At a national level, Maria has called on Ireland’s Minister for Justice, Jim O’Callaghan, to enact stricter regulations that criminalise the creation and spread of malicious deepfakes. She emphasises that Ireland has a unique opportunity to lead in this space, given its role as a hub for major tech companies and its upcoming EU presidency in 2026.
A Personal Perspective
Maria herself has been a victim of deepfakes. In the podcast, she recounts discovering manipulated images of herself in an online database. While these particular images were not explicit, they demonstrated just how easily AI can fabricate a false reality—one that could damage reputations and careers.
She acknowledges that, as an MEP, she has access to media and political support that many victims do not. However, she stresses that the psychological toll on individuals, especially young women, can be devastating. The lack of clear legal recourse only exacerbates the problem, leaving victims with little power to remove harmful content or seek justice against those responsible.
Education and Awareness as Key Solutions
Beyond legislation, Maria advocates for greater public awareness and education on deepfake risks. She highlights the importance of teaching digital literacy from an early age and ensuring that social media platforms are held accountable for hosting harmful content.
Organisations like Women’s Aid have already raised alarms about the accessibility of ‘nudify’ apps—tools that allow users to create fake nude images of individuals with just a few clicks. Maria warns that without stronger intervention, deepfake technology will continue to be weaponised against vulnerable groups.
Final Thoughts
As AI continues to shape our digital landscape, the need for ethical governance has never been more urgent. Maria’s work in the European Parliament is a step in the right direction, but she acknowledges that the fight against deepfakes is far from over. Through legislative reform, public education, and collective action, we can work towards a safer and more responsible use of AI.
Want to stay ahead in AI marketing? Check out my Professional Diploma in AI for Marketers or book an in-company AI workshop.
🎧 Use code AISIX10 for an exclusive discount!
About the Podcast Host
Joanne Sweeney is a specialist in public-sector marketing and digital communications. She’s the author of Public Sector Marketing Pro and the creator of the Professional Diploma in AI for Public Sector Marketing. With years of experience training, consulting, and advocating for digital transformation, Joanne provides insight and guidance for government agencies navigating the digital landscape. She is also the host of the award-winning Public Sector Marketing Show podcast.
