This deepfake report had been making the rounds for a few months so I’m curious. Are your brands taking this threat seriously? Have you started taking steps to protect yourself?

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Most of the clients I work with are small to medium sized B2C companies, so I'm not too worried about someone taking the time to deepfake their content. Maybe we'll get there some day, but for now, there's more than enough work to get done without preparing for a problem we'll hopefully never have to deal with.

It not always a direct attack. It could be people connected to your industry or even competitors who are victims and you’re indirectly caught in some kind of backlash.

Yeah I've seen this a bunch. We’ve started talking about deepfake risks internally, but nothing formal yet. Honestly, I think most teams are still figuring out what protection even looks like in practice. Definitely feels like a growing concern.

It’s always good to be proactive rather than reactive.

It's something to be concerned about, but it's not really at the forefront of things we worry about. I'm more concerned about spammers and scammers sending out emails purporting to be from us. I think most people can see through those, but you always have to assume someone will fall for it. The idea of an AI deepfake claiming to be us isn't something I really see happening. But, who knows, this stuff happens so quickly that before long your average teenager may have the ability to deepfake anything or anyone.

The unfortunate thing is that those scammers can still be successful with a low click-through rate. I’m hoping this doesn’t raise numbers.

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