Can you believe your ears? Increasingly, the answer is no. Here’s what’s at stake for your business, and how to beat the deepfakers.
23 Feb 2026
•
,
4 min. read
Hey there! Remember the time when you could trust everything you heard and saw? Well, those days might be long gone. Generative AI (GenAI) has made it incredibly easy for anyone to create deepfake audio and video clips at the push of a button. And guess what? This poses a serious threat to your business.
Deepfakes are not just a fun gimmick anymore. Scammers are using them to bypass security checks, impersonate job candidates, and even commit financial fraud. Can you imagine the damage they could do to your organization?
The UK government reported a staggering eight million synthetic clips shared last year, a massive increase from just 500,000 in 2023. The actual numbers could be even higher. Scary, right?
How do these attacks work?
Imagine this scenario: an attacker selects a high-profile individual to impersonate, finds a short audio clip of them online, and then proceeds to use GenAI to create a deepfake audio message. They could then call one of your employees, pretending to be the CEO or a supplier, and request sensitive information or funds. Scary stuff!
Don’t believe everything you hear
These deepfake attacks are becoming more convincing by the day. Attackers can now mimic a speaker’s unique speech patterns, insert background noise, and even create a sense of urgency to trick their victims. How can you spot a fake? Look out for unnatural speech rhythms, flat emotional tones, or robotic sounds.
Time to fight back
Threat actors are investing more time and effort into deepfake scams because they know the potential rewards are huge. It’s crucial to train your employees to recognize and respond to these threats. Implementing verification processes and using technology to detect synthetic voices can also help safeguard your organization.
Remember, the key to combating deepfakes lies in a three-pronged approach: people, process, and technology. Stay vigilant and adapt your strategies as AI continues to evolve. The cyber-fraud landscape is ever-changing, so keep up with the latest developments.
