AMA unveils policy framework to combat AI deepfake physician impersonation - Fierce Healthcare

The American Medical Association (AMA) has introduced a policy framework addressing the misuse of AI to create deepfakes impersonating physicians. The framework, announced in a release, is built on seven guiding principles aimed at protecting both doctors and patients from unauthorized AI-generated content that mimics medical professionals.

The seven principles include requirements for informed consent from physicians before their likeness is used, mandatory transparency disclosures on AI-generated medical content, and accountability measures for entities that create or distribute deepfakes. The AMA also emphasized the need to maintain trust in patient-physician relationships and called for clear labeling of AI-generated medical advice.

The AMA's move comes amid growing concerns over AI impersonation in healthcare, where deepfakes could spread misinformation or fraudulent advice. The organization stated that the framework is intended to guide policymakers, technology developers, and healthcare institutions in creating safeguards. No specific legislation or enforcement mechanisms were announced alongside the principles.