Artículo 20 Feb 2020

Deepfakes: the next big threat for corporate reputation

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The ever-evolving, volatile digital world is beginning to witness an interesting, yet dangerous, phenomenon: Deepfakes. The most prominent promoters of the infamous “fake news” phenomenon have taken reality distortion to a whole new level, one where one day you may wake up and see a video of yourself saying or doing something you have never said or done.

Deepfakes are an audiovisual manipulation that can make any face or body appear to say or do anything the creator desires. The problem is, this content becomes undistinguishable from reality, forcing you to, among other things, go against your own basic principles for understanding the world. The most differentiating factor of deepfakes, which are a more sophisticated version of fake news, is its biological roots. We are naturally programmed to trust what we see. As human beings, sight is the most relevant sense when it comes to interpreting reality, and thus, the potential for manipulation rises exponentially.

In “Deepfakes: Reputation’s next big threat,” you will learn where deepfakes come from and how communication and reputation are key to dealing with them.

Alejandro Romero
Partner and CEO for the Americas at LLYC
Ever since 1997 Romero has been at the forefront of the company’s expansion processes in Latin America, starting operations in Peru, Argentina, Colombia, Panama, Ecuador, Mexico and recently, Miami. Romero has also recently led the communication processes in three of the ten most important M&A operations in the region: the selling of BellSouth operations to the Telefonica Group; SABMiller’s acquisition of the Corporate Group Bavaria and; the selling of the Financial Group Uno to Citibank. In 20 years, Romero has managed to position LLYC as the leading communication network in Latin America.
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