Objectives:
The aim of this article is to analyse deepfake technology, with particular emphasis on the characteristics of the phenomenon in question, to define it, describe how it works, compare it with other forms of digital manipulation, and indicate its significance in the context of social threats. The work focuses on identifying the features that distinguish deepfake from other forms of digital manipulation and discussing the factors influencing its growing effectiveness and prevalence.

Methods:
The research method used was an analysis and critical review of the literature on the subject, including scientific publications, institutional reports and expert studies on generative technologies and digital disinformation. This method was supplemented by a comparative analysis of selected definitions and classifications of deepfakes, which allowed for a synthetic approach to the phenomenon.

Results:
The results of the analyses indicate that deepfakes represent a qualitatively new stage in the development of digital manipulation, characterised by a high level of realism, automation of the creation process and the ability to imitate individual human characteristics such as appearance, voice and facial expressions. The mechanisms of this technology are based on dynamic learning of artificial intelligence models on large data sets, which leads to a gradual blurring of the line between authentic and synthetic content.

Conclusions:
In conclusion, it was accepted that deepfake technology poses a significant challenge to contemporary information societies, affecting the credibility of media communication, social trust and information security. An interdisciplinary approach is therefore necessary, combining detection technologies, legal regulations and media education.