Jun 16, 2024

What is a Deepfake and Should Your Organization Worry?

June 27, 2023

What is a Deepfake and Should Your Organization Worry?

You may have heard the term “deepfake” before, but you might not be clear on what it means exactly. It’s very possible you just haven’t gotten around to looking into deepfakes because you don’t believe they can impact your business or organization. We’re here to tell you that because of the rapid advancement of technology, and implementation of technology, deepfakes are very real and can have a huge impact on your organization.

There are different forms of this technology and also different ways they can impact businesses, especially small businesses. Blade Technologies, Inc. is here to explain what deepfakes are and how all of the dangers can impact a business or organization.

 

What is a Deepfake?

To put it plainly, a deepfake is a type of artificial intelligence that is used to create images, audio, and video to create a hoax or something fake. You’ll hear the term used in two ways: one way is to describe the actual technology and another way is to describe the actual content that was produced.

For example, a hacker might use an AI to create a deepfake video about the CEO of a company.

Deepfake technology can be utilized in many ways to create different forms of content. Sometimes they transform existing videos and other content to alter what happens in them. This can range from swapping faces out in a video or altering a voice in a clip to make it sound like it’s being said by somebody else.

 

The Rise in Deepfakes

When talking about deepfakes, it’s impossible to not talk about fake news. Not only is online fake news altering the world’s perspective on topics, but it’s also made a huge economic impact. It’s said that fake news is costing the global economy $78 billion every year.

The largest chunk of money lost has to do with sinking stock market values because deepfakes are causing distrust in companies all over the globe. What is frightening is that much of the distrust is coming from false information.

All the way back in 2019, it was reported that the number of online deepfake videos doubled and reached close to 15,000. It is now several years later and that number has only increased.

As technology improves over time, the use of deepfakes also changes. We’re now seeing them used in cyberattacks. Reports of cyberattacks using this technology increased 13% in 2021, and 66% of surveyed cybersecurity professionals reported seeing at least one deepfake in 2021.

All of this goes to show that this AI tech is quickly growing all over the world. And it’s not showing any signs of slowing down.

 

Deepfake Dangers

There are several reasons why deepfake technology can be dangerous. Blade Technologies, Inc. wants to go over the potential dangers so you can be aware of what to look out for.

 

Spread of Misinformation

Deepfakes are typically used to spread misinformation with malicious intent. These types of attacks can be designed to harass, undermine, make fun of, or exploit individuals.

They can be used to create very convincing fake videos or audio recordings of people saying or doing things they never actually did or said. This can be done to spread false info, manipulate public opinion, and undermine trust in the media.

Reputation Damage

Deepfakes can be used to tarnish the reputation of individuals by making them appear in compromising or embarrassing situations. Many times, this is done with a face swap. This content can be widely shared, leading to personal, professional, or political harm.

This is becoming so prevalent that we’re even seeing reputation-damaging deepfakes make it to court. If a business owner is seen doing something bad or harmful, then they may lose business. This is why people in these positions are targeted by this tech.

Scams and Fraud

Criminals create deepfakes to deceive people into believing they are interacting with someone that they trust. For instance, scammers can use them to impersonate a person's family member or employer to extract sensitive information or commit financial fraud.

Criminals are also using this AI technology to take money from businesses. There have been scenarios where a deepfake was used to make companies believe they were speaking to somebody related to the business. They then took advantage of the situation and asked for money.

Blackmail and Extortion

This technology can enable malicious actors to create convincing videos or images that portray someone engaging in illicit or compromising activities. These deepfakes can be used for blackmail or extortion purposes, demanding money by threatening to release the content.

 

How Deepfakes Affect SMBs

Deepfake technology can affect small businesses in all the ways already mentioned. Because of the ability to make fake content, all the following are real concerns for small businesses:

  • Negative brand reputation.
  • Loss of customer trust.
  • Legal and financial issues.
  • Competitive disadvantages.

 

What You Can Do to Mitigate the Risk of an Attack

Lowering the risk of a deepfake attack requires a combination of proactivity and caution. Here are several steps you can take to lower the risk:

  • Raise awareness across your organization.
  • Be careful who you are sharing sensitive information with.
  • Improve your cybersecurity.
  • Be careful with suspicious links.
  • Stay skeptical of requests that seem odd or uncharacteristic of somebody.
  • Report and flag deepfake content.

 

Our Team Can Help with Deepfake Attacks

Deepfakes are a big threat to businesses of all sizes. The increasing use of this content can be disastrous to organizations and it is necessary that you adopt proactive measures to mitigate risks. By partnering with an organization like Blade Technologies, Inc., you can better detect and defend against emerging threats.

 

Learn About Deepfake Technology from Blade Technologies, Inc.

Hopefully, we answered the question “What is a deepfake?” If you want more information about how to protect against and learn more about them, contact the Blade team today.

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