“Deepfake Technology Raises Ethical Concerns in Documentary Filmmaking and Beyond”

A recent controversy surrounding the documentary “Roadrunner” has ignited a heated debate about the ethics of using artificial intelligence to recreate voices of the deceased. Director Morgan Neville employed voice cloning technology to generate audio of the late celebrity chef Anthony Bourdain reading his own written words—a decision that has drawn sharp criticism from film critics and media ethicists alike.

In the documentary, viewers hear what appears to be Bourdain’s voice saying, “You are successful, and I am successful, and I’m wondering: Are you happy?” However, these words, originally written by Bourdain in an email, were never actually recorded by him. Instead, Neville used AI technology to synthesize Bourdain’s voice, claiming he couldn’t find adequate authentic audio for the narrative he wanted to construct.

When questioned about this controversial choice, Neville dismissively suggested, “We can have a documentary ethics panel about it later,” seemingly untroubled by the implications of his decision. His defense—that he wasn’t putting words into Bourdain’s mouth but merely creating audio—ignores the critical importance of vocal tone and delivery in communication.

The incident highlights a troubling trajectory in media ethics. In just one generation, ethical considerations have evolved from distinguishing between in-person and telephone interviews to grappling with the implications of completely fabricated audio. This shift reflects our entrance into what many describe as a “post-truth” era, where technological capabilities are outpacing ethical frameworks.

Voice cloning technology extends far beyond documentary filmmaking. Cybercriminals have already exploited this technology for financial gain. In one alarming case, criminals successfully cloned a CEO’s voice to fraudulently obtain a $243,000 transfer. Such incidents exemplify manipulation that exploits trust and familiarity to circumvent normal security protocols.

According to experts in the field, manipulation can take several forms. It may bypass reason through subliminal techniques, employ trickery by promoting false claims, or apply pressure through fear-based tactics. Voice cloning technology potentially combines all these manipulative elements, making it particularly powerful and concerning.

The political arena stands especially vulnerable to these technologies as campaign seasons approach. Political advertisements, already known for emotional manipulation, could become even more deceptive with the application of deepfake technology. Voters may soon find themselves unable to trust even the most seemingly authentic political messages.

This modern manipulation has historical precedents. Edward Bernays, often referred to as the father of public relations, wrote in 1928 about “the conscious and intelligent manipulation of the organized habits and opinions of the masses” as “an important element in democratic society.” His methods, which included creating fear to sell products, have been adapted for political purposes throughout the decades.

The 2020 presidential election already demonstrated the power of manipulative political advertising. Campaigns from both major parties utilized emotional triggers, fear, and selective editing to influence voters. One Trump advertisement titled “Meet Joe Biden’s Supporters” showed riots and chaos with ominous music, while Biden countered with ads that turned Trump’s own words against him.

As technology advances, the challenge for viewers and voters grows more complex. Media consumers must develop a heightened awareness of their own vulnerabilities. When responding emotionally to content—whether a documentary or a political advertisement—it’s crucial to recognize the potential for manipulation, even when the voice or image belongs to a trusted figure.

The “Roadrunner” controversy serves as a warning about the increasing difficulty in distinguishing authentic content from sophisticated fabrications. In a world where seeing and hearing no longer guarantees truth, critical media literacy becomes not just valuable but essential.