NE Valley Times

Companies are facing a new type of crisis due to the rise of AI-generated deepfakes, and many are unprepared, according to AI Deepfake industry experts. These experts warn that companies must take action now or risk long-term damage.

"A fake AI-generated video showing your company leader stating that your big new product is going to be delayed by months, leading your stock price to drop so that short-sellers can make a killing before you even start to mount a defense," said one industry expert. "A fake AI-generated image of key staff committing a crime appears just as the selection committee is choosing the winner of an important bid, creating enough doubt that they select your competitor instead."

AI has created a new category of crisis for companies, and quick response and defense remain crucial. But now, providing verifiable proof is equally essential. Mere denial won’t suffice, as the content appears incredibly realistic.

"Demonstrating evidence is a vital component of your defense strategy. However, trying to explain the falsehood on your own can be time-consuming and ineffective during a crisis," said the expert. "Instead, opting for an independent, third-party forensic review or a formal report from a reputable Deepfake Detection software company can bolster your defense significantly. An AI expert’s independent explanation carries undeniable weight and credibility."

The challenge lies in the limited availability of companies working on Deepfake Detection software. Additionally, many of these companies restrict their products to government or university research, while others focus on enterprise clients, like insurance companies, for fraud identification.

Experts advise companies to take action now and arrange their team and Deepfake Detection software or forensic experts. Waiting until a crisis is in full swing leaves no time for preparation.