<img height="1" width="1" style="display:none" src="https://www.facebook.com/tr?id=2006193252832260&amp;ev=PageView&amp;noscript=1">

1 Min Read

Is Your Brand Ready for Deepfake Videos?

Featured Image

Wondering how to get started with AI? Take our on-demand Piloting AI for Marketers Series.

Learn More

Editor’s Note: This post originally appeared in the Answering AI editorial section of our newsletter. Subscribe to the newsletter to get exclusive insights and resources twice weekly (usually Tuesday/Thursday), as well as select promotions.

Today’s Question: Is your brand ready for deepfake videos?

I did a fair amount of crisis communications planning early in my career. Basically, you envision different scenarios of what could go wrong, then put strategies in place for how the organization will react. Then, you hope none of it actually happens.

Never did I imagine a day in which brands would be planning for deepfake videos of executives doing and saying things that never happened in real life.

But, here we are.

Artificial intelligence has made it possible—and, with the right resources, relatively easy—to create fake videos of people that appear and sound very real.

According to Siwei Lyu, who works for the Defense Department developing software to detect and prevent the spread of deepfakes, "It only takes about 500 images or 10 seconds of video to create a realistic deepfake.”

That means all those social media photos and YouTube videos your company shares could be used against your brand.

So, next time you meet with the PR team to talk crisis communications, make sure to put deepfake videos on the agenda.

For more, check out Wait, is that video real? The race against deepfakes and dangers of manipulated recordings by Dalvin Brown in USA Today.


Have an AI question you want answered in an upcoming newsletter editorial? Submit your questions and feedback to marketing.ai@pr2020.com.

Related Posts

How Should Marketers Get Started with Artificial Intelligence?

Paul Roetzer | March 15, 2019

How should marketers get started with artificial intelligence today? The short answer is quick-win pilot projects with narrowly defined use cases and high probabilities of success. That’s how you build executive support for the longer term vision and transformation.

20 Ways AI Could Transform PR and Communications

Mike Kaput | October 18, 2021

Artificial intelligence (AI) has the potential to transform the way we approach PR and marketing communications. Here's how.

How to Cut Through the Hype About AI

Mike Kaput | April 27, 2020

There’s a ton of hype around AI in marketing, and there are 3 big traps marketers learning about AI fall into. Here’s how to avoid them.