Qualitative interviews with 20 journalists working at established German media outlets and innovation experts and fact-checkers working at these media organizations were conducted between October 2022 and May 2023. Additionally, experts who work at other institutions or companies and who were recommended in the interviews were considered for the analysis. 

We identify opportunities of deepfake technology for media organizations and journalistic practice (e.g., creation of journalistic content, personalization, simplification of the daily work, economic potentials) as well as associated risks (e.g., economic threats, dissemination of disinformation, change in quality of journalistic offerings). Furthermore, we discuss our findings regarding the development of strategic approaches in handling negative and beneficial impacts of deepfake technology in terms of innovation management processes.