It's getting easier to manipulate images but there's little financial incentive for companies to invest in tools to detect fakes. AI technology can be used to detect deepfakes with 96% accuracy, but the global market for deepfake detection is only valued at $3.86 billion. Big tech companies and startups have poured billions into generative AI, but detection tools are still in development. There's little legal or financial incentive to invest in deepfake detection, leaving consumers in the dark.