Deepfakes: The Hidden Reputation Threat

The number of deepfakes skyrocketed from 500,000 to 8 million between 2023 and 2025. This is no longer a "what if" — it is happening now.

85% of organizations faced at least one deepfake attack in 2025. It is not just about financial fraud — increasingly, it is a weapon of reputation: fabricated statements, distorted speeches, fake contexts that spread instantly. The damage is worse than a data breach: people trust what they see and hear.

What to do:

• Maintain instant verification channels: "this is us" and "this is not us" in one click.
• Build relationships with media and communities — trust works as insurance.
• Regularly practice crisis response, including deepfake scenarios.
• Tag public videos and podcasts: source, hash, publication date — anything that helps distinguish the original from the fake.

The hard truth: technology is catching up with trust, and response must be instantaneous. A deepfake does not ask for permission — reputation suffers instantly.