41. Deepfakes: How Communicators Must Prepare Now for this Imminent Reputation Threat

Lead Balloon - Marketing, Public Relations and Strategic Communications Stories · Apr 4, 2023 · 47m

It is now only a matter of time until someone attacks your reputation with a deepfake, according to the experts.

So-called deepfake technology, which can synthesize audio and video of things that never happened, has arrived en masse.

And, while these tools for generating potential disinformation were previously only available to trained experts and big institutions, recent advances in artificial intelligence technology mean that ANYONE can create fake videos... nearly instantly, with little to no training, for FREE.

Accordingly, experts like Dr. Hany Farid from UC-Berkeley say deepfakes are…