How to protect your business from deepfakes
Discerning between legitimate and inauthentic content online has never been more difficult than it is today. The spread of disinformation — verifiably false information disseminated with the intent to mislead — has affected every corner of the internet, from social media to search engine results (see The threat mis- and disinformation pose to business — and what you can do about it ). One of the most effective and dangerous tools of disinformation is the deepfake — a type of synthetically modified media used to impersonate real humans. Manipulation of digital media has blurred the lines of reality, making it easier for cyber criminals to target and deceive individuals and businesses. In the past, media such as video, audio and photos could only be modified manually by humans with editing skills and/or sophisticated software programs. Today, digital video, audio, images and even text can be created and reshaped using artificial intelligence (AI). And while there are legitimate uses for this type of synthetic media, it is more often deployed in disinformation campaigns seeking to subvert the truth, which can damage an organization’s reputation or include fraudulent requests for payment.