AI researchers at the Queensland University of Technology (QUT) are urging businesses and organizations to develop response plans for deep fake cyber attacks. They believe that the dangers of deep fakes are real and pose significant threats. In a recent paper titled ‘Brace Yourself! Why managers should adopt a synthetic media incident response playbook in an age of falsity and synthetic media,’ QUT academics warn that advancements in AI technology have led to a new era of synthetic media. AI programs can now generate counterfeit content that appears genuine, including voices, images, and videos. Malicious actors can use this technology to extract money, harm brands, steal intellectual property, and undermine customer confidence. The risks of synthetic media impersonation are increasing, and it is essential for anyone with a corporate reputation to be prepared. Dan Halpin, CEO and founder of Cybertrace, concurs, stating that deepfake scams are a growing threat to Australian businesses and organizations, particularly those that rely heavily on public figures, high-value transactions, or sensitive information. The warning comes after the CEO of the Commonwealth Bank of Australia (CBA) was impersonated in a deepfake video used for a cyber scam. To combat these risks, the researchers recommend a six-phase synthetic media incident response playbook, which includes preparation, assessment, detection, containment and eradication, post-incident, and coordination procedures. It is crucial for businesses and organizations in all sectors to remain vigilant and adopt preventive measures against deepfake threats. The researchers also highlight that humans are predisposed to believe what they see, read, and hear online, making it challenging to distinguish between human and deepfake faces. Deepfakes can erode the credibility of other information sources and cause people to give up trying to discern between authentic and synthetic content. It is therefore crucial to address the risks associated with deepfake technology and implement robust cybersecurity measures to maintain trust in the face of this evolving threat landscape.