Deepfakes are getting harder to spot. They can be images, videos, or audio clips that look real but are completely fake. For businesses, this is a growing threat. A convincing fake video of a CEO or spokesperson could spread quickly online, damaging your reputation.

Knowing how to detect deepfakes early is crucial. You can prevent serious harm before it goes viral.

What Are Deepfakes?

Deepfakes use AI to manipulate media. The technology can:

Swap faces in videos
Change voices in audio clips
Alter images to make someone appear to say or do something they didn’t

At first, deepfakes were mostly for entertainment. Now, criminals and competitors can use them to deceive employees, customers, or investors.

Why Businesses Should Care

Even small businesses are at risk. A single fake video could:

Mislead customers about products or services
Damage your brand reputation
Lead to financial loss or legal issues

For example, a deepfake could make it seem like an employee is leaking confidential information. Even if it’s fake, the impact on trust can be significant.

Common Signs of Deepfakes

There are several clues to look for:

Unnatural Movements: Faces that blink too slowly or move stiffly
Mismatched Lighting: Shadows and reflections that don’t align with the environment
Audio Irregularities: Voices that sound robotic or have unusual pacing
Blurry or Warped Features: Especially around eyes, mouth, or hair
Unusual Backgrounds: Backgrounds that seem inconsistent or warped

No single sign guarantees a deepfake, but a combination of these often raises red flags.

Tools to Detect Deepfakes

Several AI-based tools and services can help:

Tool/Method	Use Case
Deepware Scanner	Video verification
Sensity AI	Detect deepfake media
Microsoft Video Authenticator	Analyze facial and audio inconsistencies
Manual Review	Compare suspicious clips with originals

Using a mix of AI tools and human review provides the best defense.

Steps to Protect Your Brand

Monitor Online Presence
Regularly check social media, review sites, and forums for suspicious content.
Educate Employees
Staff should know the risks and verify any unusual requests or communications.
Use Verification Tools
Deploy AI detection tools to scan videos and images before publishing or sharing.
Have a Response Plan
If a deepfake appears, act quickly. Issue clarifications, notify your audience, and consider legal action if necessary.
Secure Internal Media
Protect your own videos and images with watermarks, restricted access, and encryption.

For a more comprehensive cybersecurity plan, see Cyber Security Plan for Small Business.

Emerging Threats

Deepfakes are evolving fast. New AI models generate realistic content in minutes. Businesses must stay ahead:

Fake Customer Reviews: AI can generate realistic text reviews.
Impersonation Attacks: Deepfakes can mimic executives’ voices for scams.
AI-generated Marketing Hijacks: Competitors could create misleading ads using your brand’s likeness.

Understanding the evolving risks helps businesses act before damage occurs.

For tips on protecting your network and devices, see Network Security Tips for Small Business.

Final Thoughts

Deepfakes are a serious, growing threat. They can hurt your brand, mislead customers, and damage trust.

The best approach is prevention: educate employees, monitor online content, use detection tools, and secure your media.

By staying vigilant, businesses can spot deepfakes early and take action before they cause real harm.

For more insights into cybersecurity threats and protection strategies, see How NISTIR 8286 Connects Cybersecurity and Business Risk.

How to Detect Deepfakes Before They Ruin Your Brand