How to Protect Your Enterprise from Deepfake Damage
As fraudulent content proliferates, it's important to build a defense and response strategy. Here's how to get started.
AI deepfakes are cheap, relatively easy to create, and ready to damage your enterprise's reputation. That's why it's important to develop a comprehensive defense and response strategy now.
The deepfake threat is large problem that's growing larger with easy access to AI tools and services, says Ari Lightman, professor of digital media at Carnegie Mellon University’s Heinz College of Information Systems and Public Policy in an email interview. "Part of the problem is that it’s hard to classify the intent," he notes. "In many cases, they are deliberately designed to deceive for a political, ideological, or financial reason -- in other cases, the intent is harder to assess."
Deepfake technology has advanced rapidly, making it increasingly difficult to distinguish between real and manipulated content, says Rob Rendell, global head of fraud market strategy and fraud prevention at financial crime compliance support provider NICE Actimize in an email interview. "This poses serious risks to various aspects of society, including politics, business, and personal reputation," he explains. "Developments in deepfakes and AI have caused a wave of misinformation and confusion, with many consumers falling victim to AI-generated phone calls."
Technology has become democratized to the point where virtually anyone can create a passable fake with a consumer-grade computer or smartphone and an Internet connection, observes Arik Atar, senior threat intelligence researcher for security technologies provider Radware, via email. "We're rapidly approaching an era where audiovisual content is no longer inherently trustworthy."