Compliments of the season!
We hope 2024 was one for the books for your organisation and personally.
We also hope that your 2025 strategy sessions have yielded the necessary goals to pivot your organisation in the right direction.
Speaking of strategy sessions, imagine a competitor creates a deepfake video showing your company trainer onboarding employees on how to cheat customers or cut corners. What if a disgruntled employee creates a deepfake, showing a company leader or coworker doing something illegal or inappropriate?
Beyond imaginations, fraudsters earlier in 2024 used highly sophisticated deepfakes to obtain $25 million from a Hong Kong finance worker. According to CNN, the worker attended a video meeting with what he believed were his colleagues, but the videos were faked. The manipulated videos of his coworkers were so convincing that he wired millions of dollars to the scammers. These imagined and real scenarios are some of the many that have raised global concerns about deepfake technology and its malicious use in society.
Deepfake AI is diverse and can range from textual deepfakes that use text to mimic a person’s writing style, audio/video deepfakes that generate entirely new videos or audios, puppet deepfakes that replace a live actor’s face and voice with those of another person in a real-time video. Deepfakes undermine trust and consumer confidence and misuse established reputations for illicit profit. They diminish online trust and cause internal misinformation, leading to poor decisions, disrupted communications and financial losses for businesses and shareholders.
So, how do you balance utilising AI for your business processes while minimising the associated risks on your corporate and executive brand in 2025?
The answer: Executive branding/ Corporate Branding
Executive branding is designed to help you build and improve your professional reputation and establish you as a thought leader and industry expert. This creates a digital footprint that represents your ideas, philosophies, expertise, experience, and professional achievements, minimising the risk and impact of deepfakes on your brand. Corporate branding parallels executive branding, deepening brand trustworthiness and integrity with stakeholders. Businesses that build strong corporate and executive digital profiles create patterns that serve as a “truth baseline”. This makes deviations more noticeable, alongside advanced multi-layered defence policies and structures.
Ready to improve your professional reputation and build trustworthiness into your corporate and executive brand in 2025? Send us an email now at info@mosroncommunications.com.