24 Feb 2025

Navigating the Deepfake Dilemma: Takeaways from FTI Consulting's "Truth vs Tech" Event

FTI Consulting recently hosted an event titled "Truth vs Tech," where attendees engaged in a probable CEO deepfake scenario to explore effective crisis response strategies they might adopt.

While deepfakes are still an emerging risk, their potential implications mean that they must be taken seriously. The team at FTI helpfully shared some key takeaways to help organisations stay prepared:

Technology Limitations: Current technology cannot detect deepfakes with 100% certainty. Organisations must develop alternative strategies to manage deepfake-related crises effectively.
Multi-Disciplinary Approach: A successful response to a deepfake incident requires a blend of legal, communications, and technical expertise. Ensure your crisis management team is well-rounded and ready to mobilise.
Speed of Response: Deepfake incidents can escalate rapidly, posing significant threats. Having a structured and well-rehearsed response plan is crucial for damage control.
Communication Triggers: Identify the appropriate triggers for communication and decide whether a proactive or reactive stance is best. Consider all stakeholders, including internal ones, in your communication strategy.
Erosion of Trust: Deepfakes can undermine trust in individuals, brands, and organisations. Swift action and clear communication that reinforce your commitment to values are vital. Scenario planning helps prepare for various outcomes.

Finally, to effectively respond to deepfakes or any reputational crisis, it's essential to regularly rehearse your crisis management plans and procedures. Staying prepared is the key to navigating the complex landscape of digital deception.

Our thanks to FTI Consulting for these notes.