.png){kind=logo}
The exponential growth of deepfake content - from political misinformation to financial scams- has introduced unprecedented challenges to the digital ecosystem. According to recent data, the production of deepfake content has surged by 550% between 2019 and 2023, prompting global concern.
In the latest episode of the Analytics Insight podcast, host Priya Dialani delves into this escalating issue with Pratim Mukherjee, Senior Director of Engineering at McAfee Corporation. The discussion explores how cybersecurity is evolving in response to the emergence of generative AI and outlines the proactive steps necessary to safeguard digital identities and maintain public trust.
Pratim Mukherjee opens the discussion by outlining McAfee’s broader mission: to make digital experiences safer for everyone. With over two decades of experience in software and cybersecurity, and a background from IIT Kharagpur, he brings both technical and strategic leadership to the forefront. Today, Pratim Mukherjee leads innovation from McAfee’s Bangalore office, where the company focuses on countering not just malware, but also identity theft, AI-generated scams, and social media manipulation.
“We're not just protecting devices anymore,” Pratim Mukherjee shared, adding, “We’re protecting online lives—from deepfake impersonations to emotionally charged scams.”
Deepfakes - AI-generated content that mimics real voices, faces, and gestures - have shifted from niche tools to widely accessible manipulation platforms. Pratim Mukherjee emphasized the alarming ease with which these can be created today. “What once required expert-level knowledge can now be done with a smartphone and a few prompts,” he said.
He also cited real examples from India’s recent general elections, where deepfakes altered public perception and swayed opinions. Celebrities like Sachin Tendulkar, Virat Kohli, Aamir Khan, Ranveer Singh, Mukesh Ambani, etc, were falsely shown endorsing fraudulent betting apps. “India’s vast mobile user base magnifies the risk. A single manipulated video can reach millions in hours,” he warns.
Pratim Mukherjee stressed that conventional cybersecurity methods fall short against synthetic media. Firewalls and antivirus programs are not built to detect emotional manipulation or altered video. In response, McAfee has invested in AI-powered detection systems capable of recognizing patterns like unnatural lighting, inconsistent eye movement, and synthetic voice tones.
One of their recent innovations, the McAfee Scam Detector, uses real-time analytics to scan links, messages, and media for manipulation cues. “We’ve built AI that doesn’t just identify threats—it explains them in a way users can understand,” Pratim Mukherjee added. The tool is already integrated into McAfee’s U.S. plans and is launching in India soon.
While technology can flag malicious content, Pratim Mukherjee believes that user education is the final defense. “Cybersecurity starts with awareness. People must learn to question what they see and hear,” he emphasized.
He spoke about the urgency of media literacy, particularly in countries like India, where family WhatsApp groups often become unwitting vehicles for misinformation. He pointed out common signs of deepfakes: robotic or overly emotional voices, visual glitches, and urgent calls to action. “If something feels too good—or too dramatic—to be true, it likely is,” he advised.
As governments start drafting policies around synthetic media, Pratim Mukherjee emphasized the need for nuanced regulation. “We need to separate creative innovation from malicious misuse,” he explained.
India’s Ministry of Electronics and Information Technology has already issued advisories reminding platforms of their duties under the IT Rules 2021. Additionally, the proposed Digital Protection Bill of 2023 could play a crucial role in protecting personal data from deepfake misuse, particularly for public figures whose identities are frequently exploited.
Looking ahead, Pratim Mukherjee highlighted several promising technologies aimed at combating deepfakes more effectively. These include digital watermarks that identify original content, facial “fingerprinting” to detect morphing, and even AI capable of tracking blood flow in faces—a biometric trait hard to replicate synthetically.
Voice authentication, real-time scanning, and intuitive user alerts are becoming standard features within McAfee’s ecosystem. “We’re committed to making deepfake detection as simple as clicking a button,” Pratim Mukherjee said. With generative AI evolving rapidly, cybersecurity must remain several steps ahead.
The podcast host concluded the conversation by acknowledging that the battle against deepfakes is as much a social as it is a technical challenge. Pratim Mukherjee echoed that sentiment: “This is not just about AI vs. AI - it’s about human values, digital ethics, and protecting truth in a world where falsehood is easier than ever to fabricate.”
Pratim Mukherjee called for collaboration between regulators, platforms, enterprises, and everyday users. “Technology can be a powerful ally, but only if it’s wielded with responsibility and foresight,” he said.
The latest podcast episode makes one thing clear: in a world where deepfakes threaten to undermine trust, the response must be equally bold and intelligent. With leaders like Pratim Mukherjee and companies like McAfee at the helm, the future holds promise, both for more advanced cybersecurity and a renewed commitment to digital integrity.
