Forrester’s latest report, Deepfakes: The Hidden Threat CMOs Can’t Ignore, explores the growing risks deepfakes pose to businesses. These synthetic audiovisual impersonations of real people are an escalating concern for executives, particularly CMOs and brand managers.
Yet, only 20% of organizations have established incident response and communication plans—leaving 80% unprepared to respond in real-time says the report
Powered by generative AI, deepfake technology is advancing rapidly and becoming more accessible to malicious actors. From impersonating executives and authorizing fraudulent transactions to spreading false public statements, deepfakes erode stakeholder trust and disrupt business operations.
“Deepfakes are not just a distant threat; they are a present danger with the potential for long-lasting repercussions, as they can target corporate executives, disrupt business operations, and erode stakeholder confidence,” said Karen Tran, principal analyst at Forrester, in a recent blog post.
80% of companies lack dedicated crisis response plans for deepfakes, leaving them exposed to significant business and reputational damage.
“By prioritizing deepfake preparedness, building robust response plans, and fostering strong internal partnerships, CMOs can safeguard their brands against this emerging threat.”
Forrester’s report stresses the urgent need for marketing leaders to act now, as they play a crucial role in protecting brand reputation in an era of growing misinformation and “deep doubt.”
Key findings from the Deepfake research include:
- Lack of preparedness: Only 20% of marketing leaders report their organizations are updated on deepfake technology, and just 17% have social listening or content verification systems in place.
- Executive concerns: 68% of marketing executives worry about staff impersonation and false public statements caused by deepfakes but lack the necessary action plans to address their fears.
- Crisis vulnerability: 80% of companies lack dedicated crisis response plans for deepfakes, leaving them exposed to significant business and reputational damage.
- Financial implications: 74% of surveyed organizations express concern over potential financial losses resulting from deepfake scams, such as fraudulent transactions and phishing schemes, yet only 25% have implemented robust countermeasures.
- Technological readiness gap: Despite advancements in AI-driven solutions, less than 30% of companies report using AI tools to detect and mitigate deepfakes, highlighting a critical gap in technological preparedness.
- Public trust erosion: Nearly 65% of executives acknowledge that deepfakes could undermine public trust in their brand, yet proactive steps to educate consumers and build resilience are rare across industries.
