As artificial intelligence (AI) makes it easier than ever to create and spread manipulated or false media, the American Medical Association is throwing its support behind federal legislation that would implement liability measures to protect patients and physicians against AI-generated deepfakes.
Deepfakes are a type of media – including images, videos, or audio – created with AI to make fabricated content appear authentic, often to spread misinformation or enable fraud. Although AMA policy recognizes that certain AI-generated content can benefit medical education, training, and patient engagement, the association remains staunch that significant regulation is still needed to stop the technology from causing harm.
Now, the AMA is backing the Nurture Originals, Foster Art, and Keep Entertainment Safe Act – dubbed the “NO FAKES Act,” which advanced unanimously out of the Senate Judiciary Committee in June.
The Texas Medical Association’s Immediate Past President, Jayesh “Jay” Shah, MD, is a member of the AMA’s Council on Legislation, where he and other physician leaders are concerned that deepfakes can promote unsafe products or treatments and erode public trust in physicians.
“The doctor-patient relationship is based on trust, and losing that trust because of AI is absolutely dangerous,” the San Antonio internist and hyperbaric medicine specialist said. “We need to take a firm stand to ensure there are regulations against [unauthorized deepfakes], and I’m glad the AMA is taking a leadership role in shaping that.”
The NO FAKES Act aims to protect physicians, musicians, actors, and any individual affected by an AI-generated deepfake by:
In correspondence with Texas Medicine Today, AMA CEO John Whyte, MD, said some AMA members have already had their likenesses stolen by AI, jeopardizing patient safety and “compromising [physicians’] integrity and causing harm, so the consequence that’s happening to physicians is both personal and professional.”
“The NO FAKES Act is the real deal – an important step toward ensuring that innovation serves people, not those seeking to deceive them,” Dr. Whyte said in a statement. “Patients deserve to know that the information they receive from physicians is authentic and trustworthy. Physicians deserve protection from the misuse of their identity, voice, and likeness. As technology evolves, our laws must evolve with it.”
Alisa Pierce
Reporter, Division of Communications and Marketing
(512) 370-1469