Deepfakes: Prepare Your Business for New Types of Threats

Advances in profound counterfeiting technology have made it difficult to distinguish between real and fabricated media, which is a very real threat to businesses. However, with proper training, detection, and response strategies, you can only deal with fraudulent media.

As the world becomes more connected to digital media and the cost of producing large-scale counterfeits drops dramatically, this new technology poses a serious risk to your business. You can also surf the web to know about synthetic advertisements.

You're probably already familiar with the simpler versions of deepfakes used by social media companies like TikTok and Snapchat. This face change filter takes real-time data and runs it through a synthetic imaging algorithm.

Although counterfeiting goods has seemed like a doctrine in the past, advances in technology have made it difficult to distinguish between the real and the fake. Like many technologies, deepfakes have survived the maturity curve on their way to developing their full potential.

By improving the algorithm, it takes less source material to get a more accurate deepfake. As the technology matures, it will inevitably become indistinguishable from reality to the uninformed observer.

In addition to technological maturity, the risk of counterfeiting increases with the fact that the workplace has gone virtual overnight due to COVID-19. This type of digital transition increases the use of video conferencing and other digital work tools, which means better access to fake material and more opportunities for fraud.