This study explores to what extent deepfakes threaten journalistic practice and how opportunities offered by deepfake applications can be utilized in journalism. Between October 2022 and May 2023 qualitative interviews with 20 journalists and experts were conducted. Sampling was based on an analysis of journalists working at established German media outlets covering deepfakes and the media outlets’ editorial staff and technology experts whose thematic expertise includes an engagement with technological innovation.

Results show that the journalists and technology experts frequently mention associated threats of deepfakes for journalism such as disinformation, more complex fact-checking processes, data protection issues (digital voices/faces), the media-recipient relationship and the deviation from journalistic norms (transparency, informing versus entertaining). Further, opportunities of deepfakes are discussed considering the creation, editing, internationalization, automation, and personalization of content (visualizations; error corrections; face anonymization; translation; easy language; automated reporting; storytelling). Based on these results, we draw conclusions for future research and practice in journalism, especially with regard to the appropriate handling of deepfakes.