The landscape of business is transforming rapidly, and among the technological disruptors at the forefront is deepfake technology. Originally a term you might associate with altered celebrity videos or manipulated political speeches, deepfakes are becoming a much broader concern—and opportunity—across industries. As innovation leaders and executives, you are tasked with not only understanding how this technology could reshape business but also with determining whether it represents more of an innovation engine or a risk minefield.
This article explores what deepfakes are, their applications—both beneficial and harmful—and provides mindful, actionable strategies to leverage this technology while protecting your business from its darker sides. We’ll dive into real-world examples, key risks, and steps you can take to build resilience and align your strategies for long-term, mindful success.
What Are Deepfakes?
At its core, a deepfake is a form of artificial intelligence that creates synthetic media—typically video or audio—that convincingly mimics real people or situations. Built using deep learning algorithms, these fakes blur the line between real and digitally manipulated content, often making it impossible to distinguish between the two without sophisticated detection tools.
While the concept of deepfakes has gained notoriety in popular media, its influence is growing far beyond social platforms and news cycles. For businesses, deepfakes could impact areas ranging from brand reputation to internal security and even how businesses gather information or communicate with stakeholders.
Consent vs. Malice: Ethical Distinctions in Deepfake Usage
One critical aspect of deepfakes that often gets lost in discussions about their risks is the distinction between consent-based deepfakes and malicious deepfakes.
Consent-Based Deepfakes are created with the explicit permission of the individual being replicated. In this scenario, deepfakes can be an innovative tool for marketing, training, or creative storytelling. For instance, a company may use a deepfake of an actor, with full permission, to revive a past campaign or enhance customer engagement through personalized video experiences. These ethical, consent-driven applications open new doors for businesses without compromising trust or integrity.
Malicious Deepfakes, on the other hand, are produced without the consent of the person being impersonated and are often designed to deceive, mislead, or manipulate. These deepfakes pose significant ethical concerns and legal risks, especially when used for fraud, disinformation, or impersonation. Businesses face heightened exposure to malicious deepfakes used for impersonation, spreading false narratives, providing false untrustworthy reviews to sell products, or other actions that harm brand reputation or financial standing.