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Protecting Your Brand from Deepfakes & Scams
- Jenny Lee
- Jul 7
- 3 min read
Summary:
With AI-generated fraud on the rise—like deepfake scams impersonating business owners—this guide teaches small businesses how to audit their online presence, implement identity safeguards (e.g., biometric verification, domain monitoring), and educate customers to prevent brand misuse.
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As AI-generated fraud continues to surge, small businesses are becoming prime targets for scams involving deepfakes and impersonation. In one alarming incident, a UK-based firm lost $25 million after a CEO deepfake video convinced an employee to wire funds. According to Business Insider, generative AI-enabled scams spiked over 300% last year.
Audit Your Digital Footprint
Start with a full audit of your digital presence—websites, social profiles, press mentions—and set alerts for duplicates. Scammers often register similar domain names or impersonate executives using fake social accounts.
“In this new world of AI-generated media, you can't always believe what you see online,” says Ben Colman, CEO of Reality Defender.
Tip: Set up alerts for misspelled or lookalike versions of your company name using domain monitoring tools.
Fortify with Identity Safeguards
Protecting your business starts with enforcing multi-factor authentication, using biometric verification for key accounts, and monitoring your domain for spoofing attempts. MainStreet Bank now uses voiceprint authentication and security code words to verify executives during financial transactions.
A U.S. construction firm recently thwarted a fake wire transfer after requiring a verbal passphrase confirmation.
Use Deepfake Detection Systems
Emerging AI tools offer real-time detection:
Vastav AI uses acoustic forensic heatmaps and claims 99% deepfake detection accuracy.
Reality Defender integrates into Zoom and video platforms to flag fake faces or mismatched audio.
In high-risk industries like finance, healthcare, or logistics, deploying these systems can make a meaningful difference in fraud prevention.
Educate Staff and Customers
According to Trustpair, signs of deepfakes include blinking irregularities, mismatched lip-syncing, and robotic intonation. Regularly train your team to spot these markers.
Also educate your clients. Business Insider notes that small businesses are now frequent targets of fake recruiters and vendors. Adding scam-warning banners to your emails and publishing fraud policies on your site can increase credibility and customer confidence.
Create a Response Protocol
Be prepared. If your brand is spoofed or a deepfake emerges:
Request a takedown via your domain registrar or social platform
Alert clients and staff to avoid reputational fallout
Involve legal counsel to document and escalate the issue
Report the incident to the FBI’s Internet Crime Complaint Center (IC3)
AI-generated fraud isn't just a problem for Fortune 500s anymore. From fake vendors to deepfake job interviews, scams are becoming harder to spot—and small businesses are especially vulnerable. Auditing your presence, securing digital identity, and training stakeholders are no longer optional—they’re necessary.
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