If you use social media in any way, you’ve undoubtedly come across a deepfake — a fraud technique that combines images, videos, or audio.
Popularized by the advancement of artificial intelligence, these deepfakes quickly evolved from being just a curious tool to being exploited by digital fraudsters.
That’s because, in addition to being applicable to any context or brand, they also reach a high degree of realism, deceiving unsuspecting consumers and users. But where exactly does this affect your brand?
Join Branddi and learn more about what deepfakes are and how to protect your company and your consumers from them!
How deepfakes work
The word deepfake is a combination of the terms “fake” and “deep learning” — a form of machine learning based on advanced algorithms. Because of this, the technique was quickly adopted by digital fraudsters to make their scams more believable in the eyes of consumers.
To do this, malicious users collect data from their intended target and train AI to learn how to recognize the person’s facial, vocal, and movement patterns. Once the system is trained, the fraudster can create fake videos or audios, replacing a person’s face or voice with another’s — creating a simulated reality.
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 belief that the only victims of deepfakes are users who fall for scams or celebrities whose names and voices are used. However, this belief is not only incorrect — it’s also dangerous.
According to the 2023 Identity Fraud Report by Sumsub, deepfakes grew by 830% in just one year in Brazil. But that’s not all: nearly half of the deepfake fraud cases in Latin America occurred in Brazil.
Being the type of fraud that has stood out the most in recent years, deepfakes have also become one of the main concerns for companies, especially regarding their reputations.
But that’s not all — this type of fraud can still bring a range of other negative consequences to the corporate environment. Learn more in the section below:
Reputational damage
Every entrepreneur knows how important reputation is to their business. After all, in the long run, it is reputation that brings consumers closer and strengthens your brand’s presence in the market.
For that reason, it’s natural for brands to constantly seek new ways to attract an audience and solidify their actions.
And this is precisely where deepfakes harm brands. They can promote fake videos associating your brand elements with illegal activities or scandals.
This not only undermines the carefully built work done by your company but also shakes the confidence of consumers, investors, and business partners.
Financial losses
When deepfakes reach the public, some people may not understand that they are fake and may believe it’s a legitimate message from your brand. This not only undermines public trust and preference but also opens the door to litigation and legal costs related to defamation, copyright, and image violations.
These legal processes are not only time-consuming but also expensive — leading to significant financial losses for the brand due to third-party actions.
Fraud and forgery
The most common form of deepfakes involves fraud and forgery. This includes fake representations of leaders, misleading statements, and altered content.
Regardless of the format, these types of fraud and forgery cause not only reputational damage but also financial loss and long-term litigation.
How to protect your brand from deepfakes
After learning more about the impacts that deepfakes can have on brands, it’s only natural that you’re looking for ways to prevent these frauds from reaching your business. After all, more than just preserving your company’s financial health, keeping fraud away is a way to ensure operational continuity and customer trust.
With that in mind, the Branddi team put together a short step-by-step guide to help your brand take action against deepfakes. Check it out below:
1. Educate your audience and your team about your brand’s communication style
A brand with a well-defined communication pattern is also a more solid brand. That’s because both your team and your consumers are immersed in your company’s culture and will more easily recognize abrupt changes.
So, when deepfakes or other types of fraud appear, they will seem suspicious in the eyes of your audience, preventing serious image damage.
2. Have a structured crisis response plan
The best way to avoid the impacts of a crisis is to be prepared for it. That way, not only is your team more confident, but your brand becomes more secure and trustworthy in its operations and reputation.
So, foster a culture of risk and impact analysis, setting priorities and action plans for each potential issue. That way, if a deepfake threatens your credibility, your response will be strategic and swift, minimizing potential brand damage.
3. Rely on technological support
The best way to deal with AI-powered fraud is to strengthen your defenses using technology as well. After all, the same artificial intelligence used by fraudsters is what can reinforce your brand protection!
Constant AI-powered monitoring — like what we offer here at Branddi — is capable of quickly and efficiently identifying and acting against these frauds. As a result, even if these threats attempt to harm or exploit your brand’s reputation, they will be eliminated before they can fully develop.
Strengthen your brand protection with Branddi
Here at Branddi, we understand how important a strong reputation is for a brand that wants to dominate the market. That’s why we work hard to provide brand protection solutions that truly ensure your business's safe and sustainable growth.
Against deepfakes and other types of fraud, our team uses exclusive AI-powered technology capable of scanning the entire digital environment — including social networks, customer service platforms, Google Ads, and over 2,000 TLDs — to detect suspicious activity.
If such activity is identified and validated, we contact the responsible platforms requesting extrajudicial takedown of the fraudulent content. This way, we not only protect your brand’s image but also prevent unnecessary legal expenses — 99% of our cases are resolved amicably and without litigation.
Don’t let deepfakes take control of your brand’s narrative — count on Branddi and shield your brand!
Pronto para blindar sua marca?
Não deixe seus clientes caírem nas garras de concorrentes, golpistas e aproveitadores.