A fake video of your CEO appears online. It shows them saying something they never actually said. It might show the CEO asking employees to move money. It might look like the CEO approved a deal. It might simply make the company look bad.<\/p>\n
Deepfakes use intelligence to make a person look like they said or did something that never happened. For a company this can cause problems with privacy laws, intellectual property rules, fraud laws, employment responsibilities or claims of defamation. The specific risk depends on what was made and how it was used.<\/p>\n
The company doesn\u2019t have to create the fake. A business can get into trouble because an employee shared the video because a customer used it or because the company didn\u2019t act after finding out about it.<\/p>\n
A person\u2019s face and voice are not random pieces of media. In places laws protect someones image or personal identity but the rules vary by location. Using an executive\u2019s face in an ad could create one kind of legal issue. Using their voice to approve a payment could create a different problem.<\/p>\n
Then there is reputation. If the deepfake makes a real person seem dishonest or rude claims of defamation could come up. The details are very important in these cases.<\/p>\n
\u2022 A fake video of an executive online can quickly become a reputation problem especially if customers think the person really said the words.<\/p>\n
\u2022 Payment requests based on a voice or video are not strong controls. A second step to verify can seem boring. Boring is exactly what you need in these situations.<\/p>\n
\u2022 Employee impersonation during remote work needs attention. A convincing call can lead to a mistake with big consequences.<\/p>\n
\u2022 Copyright and identity issues get complicated when someone uses company videos or an employees recorded voice without permission. The rules are not the same everywhere.<\/p>\n
\u2022 Keep evidence. Screenshots files, messages and access records can be important later even if the fake video disappears from the internet.<\/p>\n
A deepfake response plan should not be in someones mind. Decide who checks requests and who handles public statements. Give employees a rule for unusual payment or data requests. If something feels wrong check it through a way.<\/p>\n
The key is making the process simple enough that people will use it. No one wants a list of steps during a busy time.<\/p>\n
Companies should also look at contracts and internal policies about recordings, employee images, AI tools and private information. Legal teams need to understand what the business allows before an incident forces the question.<\/p>\n
Deepfake laws are changing quickly. Some areas have created rules that target media directly while older laws might already cover parts of the issue. That means companies should not wait for one perfect deepfake law to appear.<\/p>\n
The better way is to be practical. Treat video and audio as something that needs to be checked not as proof, on its own.<\/p>","protected":false},"excerpt":{"rendered":"
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