Animate Old Photos: MyHeritage Deepfake Feature

The Rise of AI-Generated Synthetic Media and Data Collection

Genealogy service MyHeritage has recently introduced a new feature, termed “deep nostalgia,” leveraging AI-enabled synthetic media. This tool allows users to animate uploaded photographs, bringing faces to life through algorithmic processes.

Emotional Manipulation and Data Acquisition

The feature’s appeal, reminiscent of scenarios depicted in Black Mirror, stems from the compelling nature of seeing deceased or distant relatives seemingly revived. This has resulted in widespread sharing across social media platforms since its unveiling at a family history event.

MyHeritage’s strategy centers on evoking emotional responses to encourage data submission. This data is then utilized to promote subscriptions to their other, primarily paid, services, with DNA testing constituting their core business.

Data Privacy Concerns and Terms of Service

While animating photos with “deep nostalgia” is initially free, users are required to provide at least an email address, alongside the images, and consent to the platform’s terms and conditions and privacy policy. These agreements have previously raised concerns.

In the past year, the Norwegian Consumer Council filed a complaint with data protection authorities, citing the complexity and “incomprehensibility” of MyHeritage’s contractual terms.

Past Data Breaches

Furthermore, MyHeritage experienced a significant data breach in 2018. Subsequently, compromised data from this incident surfaced for sale on the dark web, alongside information from other affected services.

Acquisition and Nostalgia as a Tool

The company, currently undergoing acquisition by a U.S. private equity firm for approximately $600 million, likely anticipates that the emotional resonance of nostalgia will mitigate any user hesitation regarding data sharing and agreement to their terms.

Subscription Model and Advanced Features

Unlimited access to the “deep nostalgia” feature, alongside additional services like photo enhancement, requires a monthly subscription fee, although initial uses are complimentary.

Ethical Considerations of the Technology

The underlying facial animation technology is noteworthy. However, ethical questions arise regarding the encouragement of users to subject their ancestors to the “uncanny valley” effect, potentially to facilitate cross-selling of DNA testing services and the associated privacy implications.

Considering the animated image of a great-grandmother, one might contemplate her reaction to such a technological advancement.

Powered by D-ID Technology

The facial animation is powered by D-ID, an Israeli company and former TechCrunch Disrupt participant. Initially, D-ID focused on developing technology for digitally obscuring faces to protect against facial recognition.

How the Technology Works

D-ID released a demonstration of the photo-animating technology last year. The system utilizes a “driver video” to animate the photograph, transferring facial features from the photo onto the video to create a “live portrait.”

As D-ID explained in a press release, “The Live Portrait solution brings still photos to life. The photo is mapped and then animated by a driver video, causing the subject to move its head and facial features, mimicking the motions of the driver video.”

AI Face Platform and Future Applications

D-ID offers live portraits as part of a broader “AI Face” platform, providing third-party access to deep learning, computer vision, and image processing technologies. The platform is positioned as a comprehensive solution for synthesized video creation.

Additional Tools and Capabilities

Other tools within the platform include a “face anonymization” feature for replacing faces in videos, useful for protecting identities in documentaries. A “talking heads” feature enables lip-syncing or the creation of videos from audio tracks, potentially reducing the need for actors in marketing content.

The Evolving Landscape of Synthesized Media

The emergence of synthesized media undoubtedly marks a significant and potentially disruptive shift in technology.

Note: This report has been updated to clarify that unlimited use of the deep nostalgia feature is not free.