Deepfake video app Reface is just getting started on shapeshifting selfie culture

Reface’s app is certainly having a moment right now, bagging top download slots on the iOS App Store and Google Play in 100 countries — helped, along the way, by its reflective effects catching the eye of the likes of Elon Musk and Britney Spears (who Mogylnyi says have retweeted examples of its content).

But he sees this bump as just the beginning — predicting much bigger things coming down the sythensized pipe as more powerful features are switched on. The influx of bitesized celebrity face swaps signals an incoming era of personalized media, which could have a profoundly transformative effect on culture.

Mogylnyi’s hope is that wide access to synthensized media tools will increase humanity’s empathy and creativity — providing those who engage with the tech limitless chances to (auto)vicariously experience things they maybe otherwise couldn’t ever (or haven’t yet) — and so imagine themselves into new possibilities and lifestyles.

He reckons the tech will also open up opportunities for richly personalized content communities to grow up around stars and influencers — extending how their fans can interact with them.

“Right now the way influencers exist is only one way; they’re just giving their audience the content. In my understanding in our case we’ll let influencers have the possibility to give their audience access to the content and to feel themselves in it. It’s one of the really cool things we’re working on — so it will be a part of the platform,” he says.

“What’s interesting about new-gen social networks [like TikTok] is that people can both be like consumers and providers at the same time… So in our case people will also be able to be providers and consumers but on the next level because they will have the technology to allow themselves to feel themselves in the content.”

“I used to play basketball in school years but I had an injury and I was dreaming about a pro career but I had to stop playing really hard. I’ll never know how my life would have gone if I was a pro basketball player so I have to be a startup entrepreneur right now instead… With our platform I actually will have a chance to see how my pro basketball career would look like. Feel myself in the content and live this life,” he adds.

This vision is really the mirror opposite of the concerns that are typically attached to deepfakes, around the risk of people being taken in, tricked, shamed or otherwise manipulated by intentionally false imagery.

So it’s noteworthy that Reface is not letting users loose on their technology in a way that could risk an outpouring of problem content. For example, you can’t yet upload your own video to make into a deepfake — although the ability to do so is coming. For now, you have to pick from a selection of preloaded celebrity clips and GIFs which no one would mistake for the real-deal.

That’s a very deliberate decision, with Mogylnyi emphasizing they want to be responsible in how they bring the tech to market.

User generated video and a lot more — full body swaps are touted, next year — are coming, though. But before they turn on more powerful content generation functionality they’re working on building a counter tech to reliably detect such generated content. Mogylnyi says it will only open up usage once they’re confident of being able to spot their own fakes.

“It will be this autumn, actually,” he says of launching UGC video (plus the deepfake detection capability). “We’ll launch it with our Reface Studio… which will be a tool for content creators, for small studios, for small post production studios, maybe some music video makers.”

“We also have five different technologies in our pipeline which we’ll show in the upcoming half a year,” he adds. “There are also other technologies and features based on current tech [stack] that we’ll be launching… We’ll allow users to swap faces in pictures with the new stack and also a couple of mechanics based on face swapping as well, and also separate technologies as well we’re aiming to put into the app.”

He says higher quality video swapping is another focus, alongside building out more technologies for post production studios. “Reface Studio will be like an overall tool for people who want full access to our technologies,” he notes, saying the pro tool will launch later this year.