After a public outcry over privacy and their inability — or unwillingness — to address misleading content, Facebook, Twitter, and other social media platforms finally appear to be making a real effort to take on fake news. But manipulative posts from perpetrators in Russia or elsewhere may soon be the least of our problems. What looms ahead won’t just impact our elections. It will impact our ability to trust just about anything we see and hear.
Is Your Company Ready to Protect Its Reputation from Deep Fakes?
A future in which we can’t tell truth from fiction isn’t that far away.
November 08, 2018
Summary.
Social media platforms finally appear to be making a real effort to take on fake news. But manipulative posts may soon be the least of our problems. What looms ahead are deep fakes, realistic forgeries of people appearing to say or do things that never actually happened. Imagine, for example, an authentic-seeming video that shows your CEO promising to donate $100 million to a charitable cause — or saying something racist or sexist. Companies’ crisis communication plans must begin to address these kinds of scenarios, and be ready to call out malicious fictions before they do too much damage.