Deepfake
A deepfake is synthetic media – usually video or audio – produced with deep learning methods that convincingly shows a real person saying or doing something they never actually said or did.
In practice
Deepfakes are a growing legal and reputational risk; among other things, the EU AI Act imposes transparency and labelling obligations for such content. Companies should be prepared for their brand or senior staff to be misused in a deepfake – for example with clear internal reporting routes and a fast, public correction.