Will Deepfakes Be the End of the Internet? What Small Businesses Need to Know
I remember the early days of the internet when websites were mostly text because images took forever to load. Fast forward to today, where high-speed internet is the norm in much of the world, and multimedia content is everywhere.
At the same time, artificial intelligence (AI) is being used more frequently for content creation — generating video, audio, and images that seem almost real. Instead of being created by people, much of what we see online is computer-generated, a digital sleight of hand. And unfortunately, because it’s so inexpensive and easy to produce, criminals have turned it into a powerful tool in their social engineering arsenal.
The Rise of Deepfake Technology
The term “deepfake” has been around since 2017 and is a combination of “deep learning” and “fake.” Like many internet advancements, it was initially used to create explicit content, replacing faces in images. This concept of using existing content and manipulating it to look or sound like something else has since evolved, making deepfakes a growing concern for individuals and businesses alike.
At first, deepfakes were easy to spot. The technology was crude, and telltale signs of manipulation were apparent. But today, advancements in AI have made deepfakes so realistic that it is nearly impossible to distinguish between real and fake. This poses significant risks to small businesses, as deepfake-related crimes continue to evolve. Here are just a few examples:
Fraudulent Cryptocurrency Scams: Celebrity deepfakes were used to scam thousands out of $35 million.
Business Impersonation Scams: A deepfake-generated Zoom call impersonating a Ukrainian official almost deceived a U.S. senator.
Romance Scams: Deepfake technology is commonly used to create fake personas, leading to financial exploitation.
And these are just the beginning. As the technology improves, so will the sophistication of these scams, making it harder to trust what we see and hear online.
How Small Businesses Can Protect Themselves from Deepfake Scams
The reality is that deepfake technology will continue to advance, and cybercriminals will find new ways to exploit it. While there are emerging tools to detect deepfakes, awareness remains one of the most effective defenses. Here’s what small businesses can do:
1. Train Your Employees to Identify Deepfakes
People are naturally trusting, but it’s time to be more skeptical. If something appears unusual, too good to be true, or overly sensational, it should be questioned. Businesses should educate employees on deepfake warning signs, such as:
Visual inconsistencies: Odd blinking patterns, mismatched lip-syncing, unnatural lighting, or blurry backgrounds.
Audio irregularities: Robotic tones, awkward pauses, or unnatural speech patterns may indicate AI-generated voices.
2. Implement Strong Financial Controls
Deepfake scams often target financial transactions. Protect your business by:
Requiring secondary approvals for large financial transfers
Setting up bank notifications for unusual transactions
Using time-delayed transfers to allow time for verification
3. Establish Verification Protocols
Consider implementing safe words or phrases for verifying sensitive conversations. This is especially important for businesses that regularly handle wire transfers or sensitive data.
4. Limit the Information You Share Online
The more information about your business that is publicly available, the easier it is for AI to generate convincing deepfakes. Be mindful of what you and your employees share on social media and business websites.
5. Educate Your Customers and Community
Deepfake scams aren’t just a business issue — they affect your customers, employees, and even family members. Consider:
Hosting cybersecurity awareness training
Sharing best practices in company newsletters
Encouraging elderly family members to learn about deepfake scams through community resources like AARP or local libraries
6. Report Deepfake Scams
If your business falls victim to a deepfake scam, report it immediately to local law enforcement, the FBI, or the Federal Trade Commission (FTC). While it may be embarrassing to admit falling for a scam, reporting it can help prevent others from being targeted.
The Future of Deepfakes and the Internet
So where is all of this headed? Altering reality (deep fakes) may be the proverbial nail in the coffin.
There will be significant incidents in the near future that will call into question the Internet’s true usefulness as a repository of data and facts. Humanity may start turning away from this, meaning the Internet will either have to adapt to something different or something new will have to emerge. In either case, it will be interesting to see where this is headed.
While some emerging technologies can detect deepfakes, they aren’t foolproof. For now, the best defense is awareness, skepticism, and strong cybersecurity practices.
Automation is taking over, and human interaction online is becoming less certain. Whether the internet will evolve to counteract these challenges or something entirely new will emerge remains to be seen. Either way, businesses that stay informed and proactive will be best positioned to navigate the future.
As always, Stay Safe and Stay Secure!