How to secure your business against deepfakes: The role of AI and zero trust [Video]

Insights

• Deepfakes, synthetic media produced and altered to deceive, threaten businesses by casting doubt on communication authenticity, causing delays and financial losses.
• Personalized disinformation targets small groups, creating discord and damaging reputations.
• To fight back, firms use AI techniques like photoplethysmography and data triangulation.
• But evolving deepfake AI may soon outstrip AI defenses.
• Firms should proactively use C2PA standards to secure data, with training and a zero-trust approach for defense.

Deepfake technology, capable of spreading mis- and disinformation, is the word of the moment. More than 1,400 security experts recently warned the World Economic Forum that deepfake risks could be more catastrophic than inflation, extreme weather, and even war.

So what are deepfakes? Without too much elaboration, deepfakes — digitally manipulated videos, audio, or still images to deceive a group or a specific individual — sow doubts about the authenticity of any communication. This complicates the verification of emails, video calls, and voice messages, leading to confusion and delays in decision-making.

But what does this mean for businesses?

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