Deepfake
A deepfake is synthetic media that realistically impersonates a real person — their face, voice, or likeness — using artificial intelligence.
Deepfakes are the highest-risk subset of synthetic media because they attach a fabricated act or statement to a real, identifiable individual. A deepfake of a CEO announcing a fake recall, authorizing a fraudulent transfer, or making an inflammatory statement is a direct attack on a brand and its leadership.
The production cost has collapsed. What once required specialist skill and time can now be generated in minutes from publicly available footage. That is why deepfake exposure is now a standing item in enterprise risk planning — not a hypothetical.
FAQ
What is a deepfake?
A deepfake is AI-generated synthetic media that realistically impersonates a real person's face, voice, or likeness.
Why are deepfakes a brand risk?
A deepfake attaches a fabricated statement or action to a real executive or brand, creating direct reputational, financial, and legal exposure.