What Is A Deepfake And How Might It Impact Your Business?

With the rise of generative artificial intelligence (AI) and its various synthetic media outputs, deepfakes are just one of many new risks to businesses. Deepfakes pose considerable threats to companies, potentially damaging reputation, trust, and financial stability through malicious impersonation and manipulation of digital content.

Deepfakes are artificially-constructed images, audio recordings, or videos. AI creates deepfakes through a process referred to as "deep learning." Essentially, the AI-trained machine is given examples of images, audio, or videos, and replicates those images to create an imitated version of the sample material. Often, deepfakes are used to replace the likeness of one person with another through a digital media medium.