As a business owner in the modern era, you know that image is everything. You need your company to become successful, so you want to prove you’re heading up a reputable brand that attracts customer loyalty and invites high-end partners. Could AI ruin your reputation overnight? 

If you’ve never thought about AI deepfake detection as beneficial to you in a business context, you’re playing with fire.

Who Uses Deepfake Technology?

Have you ever had to deal with competitors stealing your customers? Maybe they’re selling similar products and providing unique selling points that are one-upping yours. They might do anything to get ahead – and, these days, that includes resorting to AI deepfake tactics.

Could a competitor use deepfake technology to pretend to be you or a staff member saying outlandish things? How might people respond as your business loses support and credibility? Potential customers and partners might also stray from your company after a deepfake debacle, so falling under that “controversial” category could leave you high and dry.

Hackers and other online attackers use deepfake in fraudulent activities to trick others into releasing personal information. Could deepfake technology imitate your company’s real executives and ask an employee to divulge sensitive data like passwords or demand false transactions? If you can identify malicious content, you could save your business a world of trouble.

What Are Deepfake’s Common Forms?

The first step in AI deepfake detection is knowing what the technology does. Deepfakes combine deep machine learning by using AI-based tools to recognize and imitate speech and movement patterns. AI generates images and voices from these patterns to create new content or manipulate existing content.

The fake content can affect your business by:

• Impersonating doctors
• Fabricating medical records 
• Threatening government entities
• Generating false evidence 
• Creating fake news for media sectors and much more

The problem is that everything seems authentic, especially when you see celebrities, political figures, and business owners featured in the deepfake video, still image, or audio clip. So, without AI deepfake detection, your business is open to exploitation.

Fighting Back Against Deepfakes

There’s a silver lining here. AI isn’t the only learning entity – security firms are getting on board with new misinformation prevention programs that use digital forensics to spot fakes. For example, CloudSEK’s AI Deep Fake Detection Technology launch identifies deepfakes by using key indicators as giveaway signs of manipulation. This deepfake analysis may look closely at facial features, such as deeper-colored or darker irises and fuller lips that lack definition, or the following:

• Smoother skin than normal (smaller details like wrinkles are hard to copy)
• Inconsistent blinking
• Blurriness
• Different facial skin tones
• Unnatural face or body movements (like lip-syncing) 

If the deepfake fraud detection tool has a fakeness score of over 70%, the content is likely AI-generated. Under 40% likely means the content is 100% human. Bofin Babu, the co-founder of CloudSEK, claims this AI deepfake detection analyzer combats myriad cyber threats. It’s early days, but embracing tools that make it easier to protect your business image seems like a good idea.

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