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A deepfake is AI-generated synthetic media (video, audio, image) that realistically depicts someone saying or doing something they never did. Deepfakes pose brand reputation risks.
What is a Deepfake?
Deepfakes use AI to create realistic fake media - making people appear to say or do things they never did.
Types
- Video: Face swapping or synthesis
- Audio: Voice cloning
- Image: Fake photos
Brand Risks
Deepfakes can damage brand reputation through fake executive statements, product claims, or manufactured scandals. Monitoring is essential.
When a customer asks AIs without naming a brand, someone else gets recommended. What about the brands you manage?
Every question asked to ChatGPT without the brand in the answer is a competitor recommended in its place: measured across 6,820 real AI answers.