This article is part of our special section on the DealBook Summit that included business and policy leaders from around the world.swerte gaming

The future is here, and for many in the media business, it’s terrifying.

In an effort to understand threats facing the media during the upcoming presidential campaign, I asked a technology firm in California to create a “deep fake” video of President Biden, the kind of inauthentic footage that could flummox journalists on Election Day.

The results were sobering. Within seconds, the company — which requested anonymity because of the controversial nature of the assignment — transformed my likeness into President Biden’s, using artificial intelligence technology and a snippet of video I recorded.

Every presidential election cycle in recent memory has been shaped by the emergence of a new technology or the exploitation of an existing one. But 2024 will be more complicated. In addition to threats posed by “deep fakes,” journalists will have to fight a battle for the truth on multiple fronts, grappling with tricky coverage of the criminal proceedings against former President Donald J. Trump and sagging trust in the news media.

“This will affect every aspect of American journalism, from how we operate our businesses to the new competitors that rise, to the new sources of fake or manipulated media that sprout and spread,” said Jim VandeHei, a co-founder of Politico and Axios. “Buckle up.”

ImageThe News Corporation headquarters in New York. About a quarter of Americans surveyed by the Pew Research Center in 2019 said they don’t have much trust in information they get from the national news media.Credit...Hiroko Masuike/The New York TimesTrump TV

Most election years, coverage of the grueling campaign trail dominates the airwaves, as candidates make the quadrennial pilgrimage to seemingly every fish fry, state fair and union hall between the coasts.

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