Deepfakes breakthrough raises high alert for brand safety

The proliferation of deepfakes, hyper-realistic audiovisual content generated by artificial intelligence (AI), is posing a new and significant challenge to corporate protection and brand integrity globally.

And recent cases of million-dollar fraud and attempted scams demonstrate the power of this technology, raising serious concerns about the malicious use of deepfake against companies and their consumers.

The sophistication of generative AI, which allows the creation of fake videos and audios with alarming accuracy, has expanded the arsenal of tools available to criminals. As a result, the number of fake videos using deepfakes grew 550% in just five years, from 2019 to 2025, according to data released by Coolest Gadgets.

But how does this actually impact companies and how can you protect your brand from these threats? Keep following this article from Branddi!

Direct impact on brands

For companies, deepfakes represent a multifaceted threat, capable of eroding consumer confidence and causing significant financial and reputational losses. Learn more about the impacts:

Online scam escalation

This includes the use of deepfakes in phishing schemes or for executives Impersonation and fraudulent advertisements for non-existent promotions, which can mislead customers, resulting in financial losses and severe damage to the brand image.

In these cases, the rapid identification and removal of fake sites, advertisements, and profiles that use such tactics is fundamental to the protection of consumers and corporate reputation.

Attacks on intellectual property and reputation

Defamatory content, false endorsements, or the brand's improper association with illegal activities through manipulated videos can quickly go viral, causing lasting damage.

Protecting brand identity against such manipulations is a growing challenge, requiring constant monitoring of marketplaces, e-commerce, and social networks to identify and remove infringing material.

New forms of unfair competition

The use of deepfakes to discredit competing products or disseminate disinformation represents a new frontier for anticompetitive practices.

While the traditional focus on unfair competition involves tactics such as brand bidding, surveillance must expand to encompass these new forms of attacks that can divert customers and inflate costs.

The answer: technology and continuous surveillance

Companies like Branddi monitor various digital platforms 24/7 - search engines, marketplaces, social networks, and domain registrations - to identify and neutralize the misuse of brands, including the detection of potential Deepfakes used in fraud. After all, the ability to act quickly to remove (takedown) false content is vital to mitigate the damage.

Branddi, for example, has assisted more than 300 brands, resulting in the removal of thousands of fraudulent domains and profiles and the savings of millions in costs associated with illegal activities.

Remember: preventing revenue losses, reducing marketing costs inflated by fraud, and protecting customer safety are the central objectives of these brand defense operations. And the ability to quickly identify and respond to these advanced threats will define the resilience of brands in an increasingly complex and potentially misleading digital landscape.

Intelligent and continuous protection is the main line of defense against a future where distinguishing the real from the artificial will be a constant challenge for all sectors. Do you want to know more about digital protection? Keep following Branddi and learn more about our Shielding marketing!