Social engineering-or duping employees into sharing confidential information-can lead to exposure of sensitive data or the facilitation of unapproved transactions. These capabilities can create risks for organizations and individuals from both financial and reputational perspectives. We already know that synthetic media can be employed as another module or expression of content that can effectively propagate misinformation to mislead audiences and influence public opinion. In mid-2019, Moody’s published a research announcement declaring that artificial intelligence (AI) is making it easier to damage companies via fake videos and images and, as AI advances, these deepfakes could harm companies’ creditworthiness. What impact can deepfakes have on brand and executive reputation? However, as these technologies improve, the sophistication of malign actors to inflict harm on companies and high-profile individuals increases in parallel. Many well-known brands have utilized synthetic media to circumvent the physical and in-person limitations imposed by the Covid-19 pandemic and continue producing high-impact media critical to their businesses. Within the context of the wide range of applications of this technology, there are also positive uses, particularly for businesses that leverage these capabilities for marketing and branding purposes. More recently, deepfakes have stepped into the audio realm, with producers of synthetic content adeptly recreating individuals’ voices by using surprisingly little original content. Since then, the notion of a “deepfake” has grown to encompass a broader range of applications of synthetic media that fundamentally produce realistic images or videos of people that either don’t exist or were not the original subjects of the manipulated content. At first, the term was understood to refer to pornographic material that incorporated this face-swapping technology in specific online forums and other spaces. The term itself didn’t really exist before three or four years ago when videos that used this open-source technology began to gain traction on sites like Reddit. When did deepfakes first gain notoriety? Have they always been used for malicious purposes?ĭeepfakes refer specifically to a type of synthetic media involving the manipulation or swapping of a person’s likeness with another’s in an image or video. To help us explore these challenges further, Alex Romero, COO and Co-Founder at Constella Intelligence, offered a unique perspective into the risks deepfakes pose to companies’ reputational and financial health.
Enterprises and executives would be wise to prepare now and safeguard against the social, business, and political threats associated with deepfakes.
The novelty surrounding deepfake videos has garnered more intrigue than fear in years past, but synthetic media technologies are continuing to markedly improve – to the point where experts predict deepfakes will become indistinguishable from real content.
0 kommentar(er)
