Deepfake Technology Explained: What Business Leaders Should Know

Thursday, September 30, 2021

Our tech-driven world is constantly changing and evolving, and new innovations are being developed and refined every day. Deepfake technology is one such innovation has made its mark across the globe with the rise of artificial intelligence. But what is a deepfake, and what does it mean for businesses?

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Deepfake Technology Explained: What Business Leaders Should Know
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One of the latest iterations in computer imagery, a deepfake is a form of synthetic media that uses artificial intelligence to manipulate images, videos and sound bites of real people. The result is a strikingly similar video or image made to look or sound like the real person—but in reality, it’s nothing more than a simulation.

Are deepfakes a threat to business?

While deepfakes are certainly an exciting form of new technology that holds promise for future innovations, they come with a dark side—as does any type of technology. Deepfakes have stirred up concerns over the growth, security and bottom line of businesses as we see their increasing involvement in a number of fraud and cybercrime trends impacting businesses.

Businesses across the globe have already lost money, reputational power and successful brand images due to the misuse of deepfakes, and it’s not expected to slow down anytime soon. For example, the cost of a deepfake scam was projected to exceed $250 million in 2020 alone.

While deepfake technology is still in its early stages, the threat it poses to businesses has already begun. Organizations should take their security protocols seriously and ensure they have a holistic defense strategy that touches all endpoints of a workforce to combat this threat.

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Sophie Isbell

Writer

Sophie writes on behalf of Panda Security covering cybersecurity and online safety best practices for consumers and families. Specifically, she is interested in removing the barriers of complicated cybersecurity topics and teaching data security in a way that is accessible to all. 

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