It looks like your CEO. It sounds like your CEO. It isn't your CEO. And millions of people just watched it. 

"You can easily just pay a subscription of $20 and create a fake of a brand," says UNSW Business School’s Associate Professor Eric Lim. That's the reality of a deepfake threat, and it’s already happening – from cloned voices to viral fake news reports. 

A business can spend decades building its reputation, only for an AI clone to hijack it in seconds. Deepfakes are now so ingrained in our online world that it's hard to tell what's real, and what's a convincing scam. 

You can't stop AI fakes from being made, and A/Prof. Lim says detection tools will always be one step behind. He says the strongest defence has nothing to do with technology, "you start with the individual, because that's the only defence that you can control." 

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Want to hear more about how AI decides what you pay? Listen to our episode with Associate Professor Sam Kirshner. 

The Business Of podcast is brought to you by UNSW Business School, produced with Deadset Studios. It’s hosted by Dr Juliet Bourke, and the transcript can be found on our website. 

Want to follow the latest research and news from UNSW Business School and AGSM @ UNSW Business School? Subscribe to our industry stories at BusinessThink and follow UNSW Business School and AGSM on LinkedIn. Or listen to more episodes of The Business Of and subscribe to our UNSW Business School and AGSM channels on YouTube. 

We acknowledge Aboriginal and Torres Strait Islander peoples as the Traditional Custodians of the land on which this show was made. 

It looks like your CEO. It sounds like your CEO. It isn't your CEO. And millions of people just watched it.&nbsp;
"You can easily just pay a subscription of $20 and create a fake of a brand," says UNSW Business School&rsquo;s <a href="https://www.unsw.edu.au/staff/eric-lim">Associate Professor Eric Lim</a>. That's the reality of a deepfake threat, and it&rsquo;s already happening &ndash; from cloned voices to viral fake news reports.&nbsp;
A business can spend decades building its reputation, only for an AI clone to hijack it in seconds. Deepfakes are now so ingrained in our online world that it's hard to tell what's real, and what's a convincing scam.&nbsp;
You can't stop AI fakes from being made, and A/Prof. Lim says detection tools will always be one step behind. He says the strongest defence has nothing to do with technology, "you start with the individual, because that's the only defence that you can control."&nbsp;
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Want to hear more about how AI decides what you pay?&nbsp;<a href="https://www.unsw.edu.au/business/our-schools/agsm/about-us/the-business-of-podcast/the-business-of-ai-fairness">Listen</a> to our episode with <a href="https://www.unsw.edu.au/staff/sam-kirshner">Associate Professor Sam Kirshner.</a>&nbsp;
The Business Of podcast is brought to you&nbsp;by&nbsp;UNSW&nbsp;Business School, produced with&nbsp;<a href="http://deadsetstudios.com/">Deadset Studios</a>. It&rsquo;s hosted by <a href="https://www.unsw.edu.au/staff/juliet-bourke">Dr Juliet Bourke,</a>&nbsp;and&nbsp;the&nbsp;transcript&nbsp;can be found&nbsp;<a href="https://www.unsw.edu.au/business/our-schools/agsm/about-us/the-business-of-podcast">on our website.</a>&nbsp;
Want to follow the latest research and news from UNSW Business School and AGSM @ UNSW Business School? Subscribe to our industry stories at&nbsp;<a href="https://www.businessthink.unsw.edu.au/">BusinessThink</a>&nbsp;and follow&nbsp;<a href="https://www.linkedin.com/school/3274515/">UNSW Business School</a>&nbsp;and&nbsp;<a href="https://www.linkedin.com/school/agsm-nswbusinessschool/">AGSM</a>&nbsp;on LinkedIn. Or listen to more episodes of&nbsp;<a href="https://www.youtube.com/playlist?list=PLQbonRH_ZoP6HvuwtyFG3yESJ5ag-o34w">The Business Of</a>&nbsp;and subscribe to our&nbsp;<a href="https://www.youtube.com/@unswbusiness/videos">UNSW Business School</a>&nbsp;and&nbsp;<a href="https://www.youtube.com/c/AGSMatUNSWBusinessSchool">AGSM</a> channels on YouTube.&nbsp;
We acknowledge Aboriginal and Torres Strait Islander peoples as the Traditional Custodians of the land on which this show was made.&nbsp;

Ever wondered what separates good businesses from great ones?

The Business Of, from UNSW Business School, goes behind the headlines to explore the global forces, industry shifts and leadership challenges shaping business today.

Host Dr Juliet Bourke speaks with leaders about technology, finance, marketing, consumer loyalty, AI and productivity, unpacking what truly drives successful businesses. Then Professor Barney Tan, Senior Deputy Dean at UNSW, breaks down the latest trends and ground-breaking research into strategies you can actually implement.

Smart conversations. Fresh insights from leaders who've been there.

This is The Business Of.

Find out more - 

https://www.unsw.edu.au/business/our-schools/agsm/about-us/the-business-of-podcast   

https://www.businessthink.unsw.edu.au/ 

Ever wondered what separates good businesses from great ones?
The Business Of, from UNSW Business School, goes behind the headlines to explore the global forces, industry shifts and leadership challenges shaping business today.
Host Dr Juliet Bourke speaks with leaders about technology, finance, marketing, consumer loyalty, AI and productivity, unpacking what truly drives successful businesses. Then Professor Barney Tan, Senior Deputy Dean at UNSW, breaks down the latest trends and ground-breaking research into strategies you can actually implement.
Smart conversations. Fresh insights from leaders who've been there.
This is The Business Of.
Find out more -&nbsp;
<a href="https://www.unsw.edu.au/business/our-schools/agsm/about-us/the-business-of-podcast">https://www.unsw.edu.au/business/our-schools/agsm/about-us/the-business-of-podcast&nbsp;</a> &nbsp;
<a href="https://www.businessthink.unsw.edu.au/">https://www.businessthink.unsw.edu.au/</a>&nbsp;

AGSM's 'The Business Of’ podcast examines the possibilities of transformation from the perspective of different industries.

The Business Of

If your feed is drowning in AI clutter, you know how hard it is to believe anything online. Deepfakes have become a genuine threat to businesses, public figures, and the rest of us. According to UNSW Associate Professor Eric Lim, the fix isn't a better algorithm...it’s the trust you earn before the fake even appears. 