The news: Ahead of a landmark vote that could lead to the formation of the first-ever labor union at a US-based Amazon warehouse, new Twitter accounts purporting to be Amazon employees started appearing. The profiles used deepfake photos as profile pictures and were tweeting some pretty laughable, over-the-top defenses of Amazon’s working practices. They didn’t seem real, but they still led to confusion among the public. Was Amazon really behind them? Was this some terrible new anti-union social media strategy? The answer is almost certainly not—but the usage of deepfakes in this context points to a more concerning trend overall. The back story: There’s a reason these new deepfake profiles seemed familiar. In 2018, Amazon began a very real program to convince the public that it was treating its warehouse workers just fine. It set up computer stations in those warehouses and created Twitter accounts for a small group of employees, known as “Amazon FC Ambassadors,” who could tweet ab...