Over the past two decades, digital technology such as smartphones, computers and the internet have advanced at an unprecedented rate, with about 50% of the global population now using these tools to improve their lives in numerous ways. This surge has brought significant benefits, including enhanced connectivity, improved trade access, and greater financial inclusion. AI has been a key driver in this development, boosting business efficiency and growth.
However, as AI becomes more accessible, it also introduces new threats. AI-driven deepfakes have evolved from a fun novelty and the chance to swap your face with the Mona Lisa, to potentially serious security risks. Initially used for entertainment, deepfakes now have the potential to be exploited for malicious purposes, such as spreading misinformation, committing fraud, and undermining trust in digital content.
What Are Deepfakes?
Deepfakes are created using machine learning algorithms, particularly a type of AI called Generative Adversarial Networks (GANs). GANs work by training two AI systems against each other—one creates fake content, and the other tries to detect it. Over time, the system learns to produce content that is nearly impossible to distinguish from real footage or audio.
While the technology has legitimate uses, such as in film production or video game design, its misuse has become a growing concern. Deepfakes can be used to:
- Create false information or spread disinformation, such as videos of public figures saying things they never said, fuelling political or social unrest. Donald Trump has been a key target of this kind of attack, and research shows that he is one of the most deepfaked figures ahead of his bid for the Presidency in the 2024 election.
- Impersonate individuals in scams, where a deepfake voice or video is used to trick businesses or individuals into handing over money or sensitive information. A major example of this kind of attack occurred early in 2024, when Mark Read, CEO of the world’s largest advertising group WPP, fell victim to a scam involving AI voice clones. The sting – which was ultimately unsuccessful – was intended to solicit money from an unnamed agency leader, and saw cybercriminals take a public image of Read, and use this to set up fake WhatsApp and Teams accounts. In meetings, the tricksters used a voice clone of Read, as well as YouTube footage to boost credibility.
- Commit identity fraud by replicating a person’s appearance or voice to gain access to their personal accounts or systems. This could include stealing a sample of an individual’s voice to pass verification, or using AI to duplicate an individual to bypass biometric security.
The Impact of Deepfakes on Trust
One of the most dangerous aspects of deepfakes is their potential to erode trust. In a world where seeing is no longer believed, people may become sceptical of all digital content, making it harder to discern truth from falsehood. This has far-reaching implications, from damaging personal reputations to undermining public trust in institutions, media, and government.
Businesses are particularly vulnerable to deep fake threats. A deep fake video of a CEO or executive could cause irreparable harm to a company’s reputation or be used to manipulate stock prices. In addition, deepfake voices have been used in Business Email Compromise (BEC) attacks, where fraudsters use AI-generated audio to trick employees into authorising financial transactions.
The Role of AI in Cybercrime
Deepfakes are just one part of the broader picture of the use of AI in cybercrime. Attackers are now using AI to automate phishing campaigns, improve malware, and even hack into systems more efficiently. As AI becomes more sophisticated, so do the methods criminals use to exploit it.
- AI-enhanced phishing: AI can generate highly personalised phishing emails that are tailored to specific targets, increasing the likelihood of success.
- AI-driven malware: Hackers are using AI to develop malware that can learn and adapt to the defences of the systems it is attacking, making it harder to detect and remove.
- Automated cyberattacks: AI can carry out attacks at a much faster rate than human hackers, automating tasks like scanning for vulnerabilities or launching Distributed Denial of Service (DDoS) attacks.
How Can You Protect Yourself and Your Business
With AI and deepfakes becoming more prevalent, individuals and businesses need to take proactive steps to protect themselves. Here are some key measures that can help:
1. Education and Awareness
The first line of defence against AI-driven threats is education. Understanding what deepfakes are, how they work, and what risks they pose is crucial. Businesses should provide employees with training on how to recognise phishing attempts, suspicious communications, and potentially fake media content.
Public awareness campaigns can also help individuals spot deepfakes in their personal lives, especially as these technologies become more widespread in social media, news, and everyday interactions.
2. Invest in Cybersecurity Solutions
Businesses must invest in robust cybersecurity solutions to detect and mitigate AI-based threats. This includes:
- AI-driven detection tools: Just as AI is used by criminals, it can also be employed by businesses to defend against attacks. Machine learning algorithms can detect patterns that indicate phishing emails, malware, or deep fakes before they cause harm.
- Deepfake detection software: There are several emerging tools that can detect manipulated content, including deepfake videos. These tools analyse the metadata, inconsistencies in lighting, and other technical aspects of videos to identify whether they have been altered.
- Secure communication protocols: Implement secure, verified methods of communication within your organisation. This might include multi-factor authentication (MFA) for important transactions or the use of encrypted messaging platforms.
3. Verifying Information
With the rise of deepfakes, verifying the authenticity of information is more important than ever. Encourage employees and individuals to double-check the sources of any video, audio, or image content before acting on it. This can be as simple as verifying the origin of a message or using fact-checking websites to confirm the legitimacy of online information.
4. Legal and Regulatory Measures
Governments and regulators are beginning to take action against the misuse of AI, including deepfakes. New laws are emerging to hold those who create and distribute harmful deep fakes accountable, but regulation is still catching up to the rapid pace of technological advancement.
2023 saw the development of the UK government’s AI Regulation White Paper, and the decision was that it was important to maintain adaptability to keep pace with advances in AI technology. This was changed in 2024, however, when the King’s Speech, which proposed a set of binding measures on AI, and, in particular, an aim to establish “appropriate legislation to place requirements on those working to develop the most powerful [AI] models.” July 26th 2024 saw the commission of an AI Action Plan from the Department of Science, Innovation and Technology, which is designed to evaluate the infrastructure needs of the UK, attract top AI talent, and adopt and promote AI across both the public and private sectors. The results are due in Q4, and the recommendations from groups such as academics, civil society and businesses will be implemented by an ‘AI Opportunities Unit.’
Businesses can stay ahead by following industry best practices and adhering to any new regulations regarding AI and cybersecurity. Participating in industry groups and staying informed about emerging legal frameworks will also help companies navigate the evolving landscape.
The Future of AI and Deepfakes
AI and deepfake technologies are not going anywhere, and as they evolve, so too will the threats they pose. However, with the right defences in place, businesses and individuals can protect themselves from falling victim to these advanced cybercrimes.
The use of AI in the UK also looks set to increase, thanks to an Action Plan commissioned by UK Science Secretary Peter Kyle. The focus of the Plan is to explore ways in which AI can drive economic growth and improve public services, by accelerating AI adoption across the economy, boosting productivity and supporting the development of new AI talent and infrastructure. Any recommendations are set to be implemented by the new AI Opportunities Unit within the Department for Science, Innovation and Technology, and there is a suggestion from the IMF that the use of AI could boost productivity in the UK by up to 1.5% per year.
The future will likely see AI playing a dual role—both as a tool for innovation and efficiency, and as a battleground for cybersecurity. To stay ahead of the curve, investing in AI-driven cybersecurity solutions and fostering a culture of awareness and vigilance will be key to navigating the challenges ahead.
Final Thoughts
In conclusion, while the rise of AI and deepfake technology presents new risks, it also offers the potential for businesses to use AI as part of their defence strategy. By understanding the current threats and staying informed on how to combat them, we can mitigate the risks and continue to benefit from the many positive aspects of AI.
Here at Bob’s Business, we understand how crucial it is to keep your business safe and protected, and we offer a range of tailored solutions to help educate and inform both employees and employers. Our variety of courses are relevant, engaging, and up-to-date, allowing you to invest in a cybersecurity solution that will benefit your business for years to come.