Deepfake technology is no longer a futuristic concern – it’s here, evolving rapidly and being weaponized in ways that threaten businesses, individuals, and even governments. Businesses of all sizes are at risk, with deepfakes being used for fraud, reputation damage, and misinformation campaigns. In this post, we outline practical strategies to protect your business from this threat.
Deepfake technology and its impact
Deepfake technology uses artificial intelligence (AI) to create highly realistic fake images, videos, or audio recordings. These technologies can replicate the likeness of individuals to make someone appear to say or do things they never did. While originally developed for entertainment and creative purposes, cybercriminals have begun exploiting deepfakes for malicious activities, such as:
Business email compromise (BEC) scams
A growing tactic involves AI-generated phone calls where fraudsters mimic an executive’s voice to convince Accounting to update bank routing details for an upcoming payment, redirecting funds to accounts they control. In 2019, a UK-based energy firm’s CEO was scammed over the phone when he was ordered to transfer $243,000 into a Hungarian bank account by an individual who reportedly used audio deepfake technology to impersonate the voice of the firm’s parent company’s chief executive.
Reputation damage
Deepfake videos can falsely show executives or employees in unethical or illegal situations, causing serious harm to trust and credibility. The consequences ripple quickly—damaged reputations, lost customers, and even legal fallout. For instance, deepfakes of public figures like Michael Mosley have been used to promote health scams, misleading audiences and eroding trust.
Deepfake videos can falsely depict executives or employees engaging in inappropriate or illegal behavior, eroding trust and damaging brand credibility.
Disinformation
Deepfakes are also fueling the spread of false narratives about businesses, products, or deals. Imagine a fabricated video claiming a product recall or a canceled merger—it could trigger investor panic, tank stock prices, and cause lasting damage. Scenarios like this are already emerging, as outlined in a report by the Carnegie Endowment.
3 Signs your business might be a target
Recognizing early warning signs can mitigate the damage caused by deepfake-based attacks. Common indicators include:
1. Unusual requests
Sudden, high-pressure demands for wire transfers, sensitive data, or changes to payment details should raise red flags, especially if they seem out of character for the sender. Deepfake scams often target employees with requests that appear to come from trusted sources, such as a company executive. For instance, a fake phone call mimicking a CEO might direct Accounting to change the bank details for a large payment. These scams rely on urgency to bypass verification processes, making vigilance critical.
2. Audio or video inconsistencies
Deepfake technology is advanced, but small flaws can reveal manipulations. Watch for lip movements that don’t sync with speech, unnatural voice tones, or mismatched timing between visuals and audio. These inconsistencies can appear in fake video announcements or phone calls, where the voice or visual doesn’t quite feel authentic. Educating your team to notice these subtle clues can help identify potential threats.
3. Digital anomalies in media
Even the most sophisticated deepfakes can exhibit technical flaws, such as blurred edges, inconsistent lighting, or unnatural facial expressions. For example, a deepfake video of an executive might have slight discrepancies in lighting across their face or odd eye movements. These subtle cues are often overlooked but can signal manipulation. Leveraging AI detection tools or training employees to spot these anomalies can help you stay one step ahead.
4 Practical steps to protect your business
Protecting against deepfake attacks requires a proactive approach that combines technology, policies, and employee awareness. Below are actionable steps:
1. Implement verification protocols
Never rely solely on audio or visual cues for authentication. Require secondary verification for financial transactions, such as callback confirmations or digital signatures. For example, train employees to confirm requests for wire transfers via direct phone calls using pre-established numbers.
Additionally, use direct messaging channels like Teams or Slack as a secondary authorization step. These platforms are password-protected, invite-only, and more challenging for criminals to infiltrate, adding an extra layer of security to sensitive transactions.
2. Use AI-powered detection tools
Leverage tools designed to detect deepfakes, such as Microsoft’s Video Authenticator or Deepware Scanner. These tools analyze digital media for signs of tampering, helping your team validate content before acting on it.
3. Train employees to spot red flags
Regularly educate employees about deepfake threats and their indicators. For example, phishing simulation training could include scenarios where employees must identify a deepfake CEO request or tampered video.
4. Establish a crisis response plan
Prepare a detailed plan to address potential deepfake technology attacks. Assign roles, outline communication protocols, and decide on escalation points. For example, if a deepfake video surfaces, your team should have predefined steps to issue a public statement and involve cybersecurity specialists.
The bottom line
Deepfake technology poses a serious and evolving threat to businesses, but it’s not unbeatable. By implementing layered defenses, training employees, and staying vigilant, you can significantly reduce your risk. Deepfakes may be sophisticated, but a combination of common sense and the right tools can outsmart even the most advanced cybercriminals. Stay prepared, and remember: when it comes to cybersecurity, prevention is always better than reaction.
For expert advice or to learn how we can help protect your business from cyber threats, contact us.
