Earlier this year the chief at the Bank of Italy was viewed on media platforms endorsing what looked like risky investments. Except he wasn’t. It was a deepfake and the bank was quick to share warnings of this. However, it remains a prime example of how AI-generated deepfake content isn’t just misleading customers and shareholders, it is actively undermining public trust in organisations and key institutions.

Faked content is now appearing authentic enough that it’s being shared by established organisations, making its way to the social feeds of users and potential customers. According to recent research, humans have a 50-50 chance of defecting faked content. This coin-toss probability is damaging relations between businesses and their end-users.

Read the full article on European Business Magazine here.