Imagine coming across a video online with your company’s executives that’s going viral for all the wrong reasons. The footage looks real, the voices sound familiar, but no one knows when or where it was filmed. Welcome to the era of deepfake disinformation where fiction can become viral fact in minutes.
Deepfakes, also known as AI-generated videos, audio, and images, are the most significant threat in the disinformation line-up. With AI software now easily accessible, malicious actors are able to create convincing, damaging content at breakneck speed, thereby blackmailing companies for money or damaging their reputations to serve their own needs. In fact, the World Economic Forum now ranks misinformation and disinformation as the most severe global risk over the next two years, ahead of extreme weather and cyberattacks.
In 2023, when an AI-generated article detailed how AI company iFlytek allegedly breached user privacy and used sensitive information to train their models, the stock price dropped by 9% before the company was able to debunk the fake news story. In Hong Kong, an employee at engineering firm Arup was tricked by a deepfake video call impersonating the CFO, resulting in a USD25 million fraudulent transfer.
The actors behind these attacks are varied. Competitors may seek commercial advantage, cybercriminals orchestrate scams and fraud, political actors aim to sway public opinion, and ideological activists target brands for perceived wrongs. No sector is immune. From consumer goods to financial services, deepfakes have triggered boycotts, market shocks, and multimillion-dollar losses. In 2024, according to Reality Defender, businesses reported average losses of $450,000 per deepfake incident, with financial firms hit even harder.
Deepfake disinformation is fast, targeted, and often hidden in obscure corners of the web. Traditional crisis communications, like issuing a statement, are no match for its speed and reach. Chances are that by the time your team drafts a response, the narrative may already be out of your hands. What’s really needed is a multichannel, digital-first approach that combines the best of reputation management and legal resources.
In Edelman’s approach to crisis communications specifically for the AI and disinformation space, we focus on three key steps: Preparation, Proactive Mitigation, and Rapid Response.
1) Preparation means mapping your vulnerabilities and monitoring for emerging threats. AI-powered tools can help detect deepfakes, but protocols must be in place to respond quickly and systematically when an incident occurs.
2) Proactive mitigation involves building resilience by “pre-bunking” or sharing protective narratives on topics where you are vulnerable before you’re targeted. Reinforcing your position through credible voices, both inside and outside your organization, can help inoculate audiences against falsehoods.
3) Rapid response requires leading with digital assets, leveraging paid targeting, and activating influencers or partners to counterattack with facts and context.
While reputation management is the frontline defense, legal and forensics teams are essential partners in the preparation process, not just a last resort. The most resilient organisations are those where communications, legal and technical partners work hand-in-hand on crisis preparedness and mitigation strategies. Legal counsel can help secure rapid injunctions to remove harmful content, freeze fraudulent accounts, and pursue perpetrators, while comms teams manage the narrative and stakeholder engagement.
With this more holistic approach, combining reputation management and legal expertise, companies can build true resilience against emerging deepfake threats, thereby protecting their brand’s reputation and organisation’s future.
Deepfake disinformation isn’t going away. But with vigilant preparation, proactive digital strategies, and cross-functional collaboration, brands can more effectively safeguard their reputation in the age of AI.
To learn how Edelman can help your organization prepare for and respond to AI-driven disinformation, contact the Edelman APAC Crisis team.