Deepfake: A deepfake is image, audio or video content generated or manipulated by AI that resembles existing persons, objects, places, entities or events and would falsely appear to a person to be authentic or truthful. Deployers who publish one must disclose that it was made or changed with AI.
In plain words
If someone could mistake it for a real photo, recording or video, and AI made or changed it, it is a deepfake under the Act. It doesn't have to be malicious.
What it means for a small business
Label realistic AI images, audio and video you publish, for example "Image created with AI". For clearly artistic, satirical or fictional work, the disclosure can be light so it doesn't spoil the work. An obvious cartoon is not a deepfake.
Example
ExampleA hotel posts an AI-made photo of a sunset terrace that looks like its real terrace. That is a deepfake and needs a label. An illustrated drawing of the hotel in a clearly cartoon style does not.
Source
Regulation (EU) 2024/1689, the AI Act, Article 3(60) and 50(4), on EUR-Lex. This page explains the term in plain words; it is not legal advice.