Tackling the deepfake issue will require regulations and close industry collaboration as there is no silver bullet for it, Nasscom Chairperson Rajesh Nambiar has said, terming it a "real concern", especially in a year when several countries are going for polls.

In an interview with PTI, the Nasscom chief also talked about continued concerns over macro headwinds while pointing out that "green shoots" and "clear pockets" of demand emerging in areas like generative AI.

Highlighting that technology has moved from being an enabler to being at the centre of every business, Nambiar, who is also chairman and managing director of Cognizant India, said companies will have no choice but to invest in technology going forward.

Nambiar, who took over as the chairperson of apex IT industry body Nasscom in September 2023, termed deepfakes "a real concern".

"Deepfakes are a real concern, especially when you look at half of the world's population going into elections in 2024. That is a big number, it is not just in India, not just in the US, there are many countries that are going into elections," he pointed out.

The comment assumes significance as polls are scheduled in nearly 60 nations and regions across the world in 2024, including the world's largest democracies — India and the US.

Nambiar said that many counter-technologies are being developed to curb the deepfake menace and asserted that regulations will be important.

"I wish there was a silver bullet for this. Today, we don't have a silver bullet for it. It is something that will have to be tackled by all stakeholders.