Britain announced on Thursday that it will work with Microsoft, academics, and industry experts to develop a system to identify deepfake material online. The move is part of a broader effort to set standards for tackling harmful and deceptive AI-generated content.

The rapid rise of generative AI, including tools like ChatGPT, has heightened concerns about the scale, sophistication, and realism of manipulated material circulating online.

Framework to Set Standards

The UK government said it is developing a deepfake detection evaluation framework to assess the effectiveness of detection technologies. This framework will test tools against real-world threats such as sexual abuse, fraud, and impersonation, helping authorities understand where gaps remain in combating AI-generated harm.

“Deepfakes are being weaponised by criminals to defraud the public, exploit women and girls, and undermine trust in what we see and hear,” said technology minister Liz Kendall.

The framework will also establish clear expectations for industries on detection standards, guiding law enforcement and private companies in addressing harmful deepfakes.

Spike in Deepfake Content

Government figures show a dramatic increase in deepfake content, with an estimated 8 million deepfakes shared in 2025, up from 500,000 in 2023. Governments worldwide are struggling to keep pace with AI technology’s rapid evolution.

The issue gained particular urgency after Elon Musk’s Grok chatbot was found to generate non-consensual sexualised images, including content involving children. The UK’s communications watchdog and privacy regulator are currently investigating Grok.

Setting a Global Example

By partnering with technology leaders and experts, Britain aims to lead in creating measurable, enforceable standards for deepfake detection. The initiative signals a strong regulatory and technological approach to prevent AI misuse while protecting citizens and reinforcing trust in digital content.

with inputs from Reuters