Social. AI. Brand. Building Resilience and Trust in the Age of Deepfakes

The rise of AI-generated content—from convincingly altered images to lifelike voice replicas—has shifted the dynamics of brand trust. Deepfakes, in particular, have added a new layer of challenge for brands, creating the need to actively protect their credibility. As these altered images, videos, and audios circulate widely, they shape audience perceptions and can create trust issues for brands of all sizes. In 2024 alone, it’s estimated that over 500,000 deepfake pieces circulated online, impacting everyone from public figures to corporate leaders.

For brands, this challenge is very real. Around 10% of companies have faced fraud attempts involving manipulated content, yet just over half feel they’re ready to manage such risks effectively. Trust is shifting, and with 72% of people expressing concerns about being misled by fabricated content, it’s clear that traditional approaches to building trust must evolve. This guide explores ways brands can use AI-driven insights to protect their identity, strengthen credibility, and connect with audiences in an environment that’s changing fast.