Forrester has released a report titled 'Deepfakes: The Hidden Threat CMOs Can't Ignore,' highlighting the increasing threat posed by deepfake technology to B2B CMOs and brand leaders. The report outlines the rapid advancement of deepfake technology, driven by generative AI, and its growing accessibility to malicious actors.

According to the report, only 20% of marketing leaders indicate that their organisations are updated on deepfake technology. Furthermore, 80% of companies lack dedicated crisis response plans to address potential deepfake incidents. This lack of preparedness is concerning given the potential uses of deepfakes for impersonating executives, authorising fraudulent transactions, or disseminating false public statements.

Principal analyst at Forrester, Karen Tran, said: "Deepfakes are not just a distant threat; they are a present danger with the potential for long-lasting repercussions, as they can target corporate executives, disrupt business operations, and erode stakeholder confidence."

The report reveals that 74% of surveyed organisations express concern over potential financial losses resulting from deepfake scams. Additionally, 68% of marketing executives worry about the risk of staff impersonation and the spread of false public statements due to deepfakes. Despite these concerns, less than 30% of companies report using AI tools to detect and mitigate deepfakes.

The potential impact on public trust is another significant concern, with nearly 65% of executives acknowledging that deepfakes could undermine confidence in their brand. The report suggests that the threat of deepfakes is not limited to financial implications but extends to reputational damage as well.

"By prioritising deepfake preparedness, building robust response plans, and fostering strong internal partnerships, CMOs can safeguard their brands against this emerging threat," said Tran.