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Deepfakes: how can these scams impact your brand?
gustavo-mariotto ·
If you use social networks in any way, you have undoubtedly come across a deepfake, a fraud technique that combines images, videos or audio. Very popular with the advancement of artificial intelligence, these deepfakes soon stopped being just a curious resource to be co-opted by digital fraudsters. But where exactly does this affect your brand?
Come with Branddi and understand more about what they are and how to protect your company and your consumers from deepfakes!
How deepfakes work
The word deepfake is a combination of the terms “fake”, falso, in English, and deep learning, deep learning based on algorithms. For this reason, this technique was quickly used by digital fraudsters to make their scams more credible in the eyes of consumers.
To do this, these malicious users collect data from the intended target and train the AI to learn to recognize the person's facial, vocal and movement patterns. With the trained system, the fraudster can create fake videos or audio, replacing one person's face or voice with another, creating a simulated reality.
In other words, in short, we can say that the technologies behind these frauds are Generative Adversarial Networks (GANs) combined with machine learning.
How deepfakes can impact companies
There is a common sense about the impact of deepfakes that the victims are only users who fall for scams or celebrities who have their names and voices used. This thinking, however, is not only incorrect: it is also dangerous.
According to the Identity Fraud Report carried out by Sumsub in 2023, deepfakes grew 830% in just one year in the country. But that's not all: practically half of the cases that occurred in Latin America took place in Brazil.
Being the type of fraud that has stood out most in recent years, deepfakes have also become one of the main concerns for companies, especially in relation to their reputations.
But that's not all, after all, this type of fraud is still capable of bringing several negative consequences to the corporate environment. Understand more in the topic below!
Damage to reputation
Every entrepreneur knows how important reputation is for their business. After all, it is what will bring the consumer closer in the long term and strengthen your brand's presence in the market. This is because they are capable of promoting fake videos associating elements of their brand with illegal activities and scandals. This is a fraud and believe that it is a legitimate opinion of the brand. This not only undermines public trust and preference but also opens up the possibility of litigation and legal costs related to defamation and infringement of copyright and image rights. common of deepfakes are frauds and forgeries. This is where the misrepresentation of leaders, misleading statements and adulterations come in.
Regardless of the format, these frauds and forgeries cause not only reputational damage but also financial losses and long-term litigation.
How to protect your brand from deepfakes?
After learning more about the impacts that deepfakes can have on brands, it is natural that you are looking for ways to prevent these frauds from reaching your business. After all, more than preserving your company's financial health, keeping fraud at bay is a way of ensuring the continuity of your operations and your relationship with the consumer.
With this in mind, the Branddi team decided to put together a brief step-by-step guide to guide your brand's actions against deepfakes. Check it out below!
1. Make your audience and your team aware of your brand's communication
A brand that has a well-defined communication standard is also a more solid brand. This is because both your team and your consumer are already immersed in your company's culture and, therefore, will more easily recognize abrupt changes. Have a structured crisis containment planThe best way to avoid the impacts of a crisis is to be prepared for it. Thus, not only does the team become lighter, but the brand itself becomes more confident and solid in its performance and reputation.
Therefore, promote a culture of risk and impact analysis, establishing priorities and attitudes for each obstacle faced. This way, if a deepfake threatens your credibility, it will be monitored strategically and quickly, minimizing possible damage to the brand.
3. Count on technological support
The best way to deal with fraud supported by artificial intelligence is to match your defenses with the support of technology. After all, the same artificial intelligence used by fraudsters is the one that can reinforce your brand protection!
Constant monitoring driven by AI, like the one we offer here at Branddi, is capable of identifying and acting against these frauds quickly and efficiently. As a result, even if these threats seek to destroy or take advantage of your brand's reputation, they will be eliminated before they can fully develop.
Understand more about our actions in the topic below!
Elevate your brand protection with Branddi
Here, at Branddi, we understand how important a good reputation is for a brand that wants to dominate the market. Therefore, we work hard to provide brand protection solutions truly capable of ensuring the safe and sustainable growth of your business.
Against deepfakes and other types of fraud, our team works with the support of an exclusive AI, capable of scanning the entire digital environment (social networks, SACs, Google Ads and more than 2,000 TLDs) to find suspicious actions.
If they are identified and validated, we contacted the responsible platforms asking for the extrajudicial takedown of the fraudulent content. This way, we not only protect your brand's image but also avoid unnecessary legal expenses: 99% of our cases are resolved amicably and non-litigiously.
Don't let deepfakes take control of your business narrative, count on Branddi and shield your brand!