Blog Sample - Fostering Trust in a Deepfake World

Phony robocalls impersonating U.S. presidents. Fabricated NFL press conferences in which a quarterback demonizes his coach. Videos of seagulls saving babies from the jaws of great white sharks. One thing is certain: Deepfakes are now part of our culture.

While some of these forgeries are obvious frauds (see seagull versus great white), others are more difficult to decipher. This presents a dilemma for CEOs and company leaders: In a seeing-is-believing world, how do you protect your reputation when deception dominates?

How deepfakes dug in their claws

Deepfakes have become increasingly common because they reflect a technological trifecta of artificial intelligence, accessibility and affordability. They’re easy and cheap to create, and they garner intense levels of attention. 

It’s the attention factor that makes them so popular. As society craves entertaining, engaging, or enraging content while susceptible to misinformation, deepfakes are readily devoured and shared on social media platforms, encouraging creators to make more. Sometimes the motivation is financial or political, too. 

Toying with trust

While the public often likens deepfakes to benign pop culture trends, they can easily undermine a company’s reputation. Misinformation doesn’t just spread—it spreads like wildfire. A deepfake video of a company leader announcing a phony merger, for example, can upend market value, drain equity, alienate clients and damage public perception. 

Authenticity, authenticity, authenticity

Deepfakes can happen to any company, big or small. Well-known corporations are especially vulnerable, which means CEOs must proactively prepare. One of the most effective ways to mitigate the dangers of deepfakes is to cultivate a culture of authenticity.  

Many leading companies are doing this by making verification technologies the new normal, embedding digital watermarks and authenticity tags into corporate videos, press materials, graphics and photos. Others are hiring cybersecurity firms with specializations in deepfake detection. These firms rely on pixel analysis, metadata tracing and audio and visual forensics to find synthetic media before it widely circulates.

A digital trail of breadcrumbs

To solve the deepfake dilemma once and for all, Microsoft and Adobe are joining forces. The two tech giants have partnered to spearhead a new feature called Content Credentials, a stamp of authenticity that may appear on every genuine video or photo in the near future.

Content Credentials effectively provide a digital trail of breadcrumbs, using an icon to reveal a video or photo’s history, location, creator, and edits. Similar to a $100 bill without a watermark or security ribbon, photos or videos without Content Credentials may someday be deemed fraudulent.  

The power of humanness

Emerging technology might eventually make deepfakes a thing of the past. In the meantime, companies can tap into trust simply by tapping into their humanness. When deepfakes fester, quick, empathetic, transparent and sensitive responses foster credibility and help control damage. This typically involves using official social media channels, verified accounts, corporate websites, and media outlets to invalidate misinformation and set the record straight.  

Ultimately, a company with a reputation for openness and honesty will always position itself the strongest against even the most devious deepfake. If people can trust you in times of smooth sailing, they’re much more likely to trust you when the waters get rough.