The Impostor Syndrome, AI and crisis (ep. 2)
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In an age where fake it till you make it takes on a sinister twist, the rise of deepfakes presents a monumental challenge to multinational corporations. These AI-generated manipulations can transform faces, voices and entire realities, often faster than a fact-checker can blink. For brands, deepfakes are not just an intriguing technological curiosity ; they are ticking time bombs for reputation.
Take the 2019 case of a UK energy firm, unnamed in the official reports, where scammers used AI-generated audio mimicking the CEO’s voice to request an urgent funds transfer. The company fell victim, losing $243,000 in minutes. Or Pepsi’s ordeal with a fabricated video showing a supposed employee making inflammatory remarks about the company — though proven fake, the damage was done as the content racked up millions of views. Deepfakes exploit the speed of social media, spreading misinformation that can tarnish a brand’s trustworthiness in a flash.
How to fight back ? 3 tips
Brands cannot sit idle as this AI menace evolves. To combat the threat, they need a robust, proactive strategy:
Detection technologies : companies like Facebook and Google are investing in tools to identify deepfakes early such as Sensity or Deeptrace, to monitor and intercept threats before they go viral.
Rapid, transparent communication : when a fake emerges, delay is deadly. In 2021, Microsoft quickly quashed rumors stemming from a fabricated memo by issuing verified statements across trusted media, regaining control of the narrative. Transparency, paired with speed, is non-negotiable in a crisis.
Educating stakeholders collectively : the public must become better equipped to spot manipulated content. Companies like Reuters have been training audiences to identify misinformation, including deepfakes.
Deepfakes represent the collision of technological brilliance and human mischief, creating crises that are as unpredictable as they are devastating. However, with vigilance, transparency and innovation, organizations can protect their reputations from these digital wolves in sheep’s clothing.
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