Emmanuel Macron, the President of France, has stirred controversy with the release of a deepfake video promoting the International AI Summit taking place this week in Paris. The summit, running from February 6 to February 11, 2024, has attracted participants from nearly 100 countries and aims to establish France and Europe as leaders in the burgeoning field of artificial intelligence.
The shared video, posted on Macron's social media accounts, showcases several humorous deepfakes where his face is superimposed onto various film scenes, including comedic snippets from well-known French movies. Macron referred to the video as "well done" and noted it made him laugh. He stated, "On peut faire avec l'intelligence artificielle de très grandes choses :changer la santé, l'énergie, la vie dans notre société," emphasizing the potential of AI to transform society.
This innovative presentation strategy is part of Macron's wider objective to promote the summit's goals, which include advancing societal, economic, and diplomatic discussions around AI. Yet, this light-hearted approach to such serious technological advancement has received mixed reviews from the public and political commentators alike.
Marion Maréchal, a prominent political figure, did not hold back her criticism, declaring on social media, "Le pays s’effondre sur lui-même et le président fait des blagounettes sur ses réseaux. Il nous fait honte." Her remarks reflect the growing concern among many French citizens about the political climate and the serious issues facing the country.
Political endorsements of Macron's video came from figures like Sophie Primas, who suggested this is characteristic of Macron wanting to be "disruptive" and fresh. While some may appreciate this creativity, critics argue it undermines the gravity of his role, especially during turbulent times.
Indeed, many on social media have expressed outrage. A deputy from the National Rally, Sébastien Chenu, commented bitterly, "Chaque jour, chercher à faire dégringoler la fonction, chaque jour, un peu plus éloigné des Français." This sentiment encapsulates the frustration directed at what is perceived as Macron's disconnect from the serious issues plaguing ordinary citizens.
Adding to the chorus of criticism, Philippe de Villiers labeled the video as indicative of Macron's tenure, stating, "Voilà ce que l’on trouve sur le compte d’Emmanuel Macron. Déchéance d’un président. Il nous déshonore par ses simagrées. Il doit partir." His words resonate with those who feel the weight of the presidency is being compromised for entertainment.
Despite the backlash, the deepfake video has seen impressive engagement, garnering more than 7 million views on X and hundreds of thousands of likes on TikTok. Macron’s use of cutting-edge technology to create this video may certainly reflect his administration's push for modernization, especially as he announces significant government investments in AI, totaling 109 billion euros over the coming years.
The contrasting responses to the video showcase the current divides within French politics on how leaders should communicate with the public. Macron’s administration believes this approach makes AI accessible and exciting, positioning France at the forefront of technology and innovation. Yet, for others, this use of humor during dire times has become emblematic of the disconnect between the government and the governed.
France's aspirations for leadership within the global AI conversation hinge upon the success of this summit. Macron’s playful promotion raises questions about the perception of seriousness needed when discussing impactful technological advances. Is humor appropriate for governmental leaders, especially within the somber backdrop of societal challenges? This debate may shape how future political communications evolve.
At the core of it all, what resonates beyond the humor and playful visuals is Macron's earnest belief about the capabilities of AI. He concluded the video, reiteration, "La France et l'Europe doivent être au cœur de cette révolution pour saisir toutes leurs chances et pour pousser aussi les principes qui sont les nôtres, ce en quoi nous croyons." The clarion call for collective European leadership and innovation might just be the ultimate aim underlying all this playful discourse.