Zao is a face-swapping app that uses deepfake technology to allow users to change faces with celebrities in just 10 seconds with a single photo. The app is designed solely for entertainment, but it quickly received a counter-reaction to social media because of its user agreement. “It`s a new product,” the developers said tuesday [September 3] on the Chinese website Weibo. “We were actually inconsiderate about people`s fundamental concerns.” The developers have also made it clear that the ownership of image and data rights is not changed by the agreement – it stays with the user. The increasing popularity of the application and the sudden reaction of some users show how artificial intelligence (AI) technologies are raising new concerns related to identity verification. After downloading the app, users are invited to upload photos of themselves that can be used to make a face-flipped clip of their choice. Each video takes less than 10 seconds to generate, with improved quality, if users agree to have their faces filmed from different angles and while they blink or open their mouths. Xiaohongshu, whose monthly active user base exceeds 85 million users worldwide, could be removed to falsify user release in order to boost product sales, according to Chinese state media. The current version of the Zao user agreement is preceded by a note stating that “user content is reserved exclusively for Zao,” unless users agree to share them elsewhere. When users delete videos, they are deleted simultaneously by Zao`s servers, the agreement continues. The original clause regarding the unlimited and lasting ownership of Zaos on the portrait rights of its users has been removed. On Monday, Sixth Tone found that while video clips and GIFs could still be downloaded by Zao and shared on WeChat, the messaging app had prevented users from accessing Zao in their user interface: Now, when WeChat users click on their friends` contributions shared by Zao, they are greeted with a message stating that the third-party app “has been reported repeatedly and carries security risks.” It only takes five seconds to exchange your face with Leonardo DiCaprio with deepfake technology, a human image synthesis technique based on artificial intelligence. It began in 2017, after a Reddit user, called “deepfakes,” released a series of home-made face-swapping videos, and since then it has become a controversial technology due to ethical risks.