A new dimension to Reputation management
Reputation management may soon include the topic of ‘deep fakes’. Deep fakes are potentially a much greater risk than fake news. Artificial intelligence is used to recognise patterns in actual recordings of a person to be able to swap voices and images (including facial expressions) so accurately that the manipulations are difficult to detect. The newest technology supported by machine learning makes it easier to create fake videos that are so realistic that people have no reason to suspect they have been manipulated. The accuracy of head movements, expressions and voice synthesis are highly misleading. It can destroy personal reputations.

Governments are starting to recognise deep fakes as a national security threat. This new technology can provide benefits to society, for example to people have lost their ability to speak. However, the threat of fake videos being used to mobilise groups of people from a local to a global scale based on misinformation can have far-reaching (political) consequences. It is this kind of misuse that is causing widespread concern.

Validating assumptions has been a growing requirement for business leaders in complex environments. It will soon have to become second nature to us.

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