Business marketers in business are not ready for deepfakes: new survey

Despite the amount of public attention that Deepfaka’s dangers have taken in recent months, most of the surveyed marketing executives said they have not taken steps to protect their companies against the growing threats posed by this technology -related crisis.

According to Forrester’s results was recently published 2024 B2B brand and communications surveysY:

• 68% of questioned marketing executives expressed concern about falsifying the staff of the company and executives, as well as the potential for false public statements.
• But only 20% of executives said their organizations stay up to date in Deepfak technology.
• Only 17% have implemented strong social hearing and a process of verification and content distribution.

‘Desired thought’

Why did they not undertake more from the leaders surveyed to protect their organizations against the Deepfaka?

“” While many marketing executives with whom we spoke agreed that Deepfakes should be a concern, most rejected the idea that their company would be a goal, as they do not feel their company or their leaders were quite of high profile, “according to Forrester.

“As far as publication is concerned, we conclude that there is a mixed response between B2B traders regarding the emergency and the level of threat posed by deepfakes; and, where there is a concern, we find that it is often combined with thinking willingly that This will only happen to someone else, ”the company said

The online survey of 205 marketing executives took place in February 2025. It focused on those responsible for brands and communications in business-business companies around the world.

‘A basic shift’

“Deepfakes represent a basic shift in the B2B marketing landscape enabling unauthorized content that directly undermines legitimate campaign efforts … The shares are particularly high in marketing B2B, where false content can directly affect valuable purchase decisions high and disrupt the account -based marketing efforts, ”Jordan Mitchell, the founder of growing up Stack Media, said in an email message.

“Deepfakes is becoming a significant concern, especially as images, videos and voices can seem extremely realistic. While technology and he evolves, the difference of the difference between genuine and altered content is increasingly challenging, even for the most popular companies , “Cristy Stewart-Harfmann, a professor of digital marketing at the Atlantic University in Florida, observed through Emin.

This issue is not on their radar

“When we were doing interviews as part of this study, we found that many cmo and marketing leaders refused to talk to us about the threat of Deepfaka saying they were not knowledgeable on the subject; it was not a matter on the radar theirs. High, ”said Karen Tran, the leading analyst for Forrester Marketing Executive Strategies, in Forrester an email interview.

‘Companydo company is in danger’

“It reminds me of stances about online security, perhaps 10 or 15 years ago, when many companies, especially small and medium -sized companies, did not think they were large or important enough to be a target and thought that The threat was minimal.

The threat is expected to deteriorate

“While we do not have numerical predictions, it is clear that the threat of deepfaka is expected to deteriorate. The increasing sophistication of AI and Deepfak technology, ease of access to free computing and increasing popularity, and the use of applications that can generate deepfakes There are all factors that support the increasing threat, ”the track observed.

Proactive steps

“Marketing executives must take proactive steps to mitigate these risks. They must apply verification processes that allow customers and partners to confirm the authenticity of the official content. They should invest in the forensic remedies of the media and the discovery tools that help identify manipulated media before spreading. They also need to rethink their content strategy, giving priority to the formats that are more difficult to fake, such as live video and interactive engagement. The most important change will be the way brands create reliability. It will not be more enough to deliver a message effectively. They will have to prove that the message is true, ”commented Kaveh Vahdat, the founder and president of Rise OPP by email.

The four best practices

In Forrester’s report on survey results, Deepfakes: The hidden CMO threat cannot ignore The company warned that “Deepfaka’s developing threat will soon be on the radar of any company, especially after the most unfortunate incidents occur.”

Forrester recommended in the report that marketing executives take the following steps to protect against the deepfaka.

Prioritize the threat

“The first step that marketing executives should take is to determine the alleviation of deepfak risk as an advantage and to carry out resources for preparation activities.”

Build a strong plan for crisis response

“Being prepared is the best protection for protecting a company’s reputation. “Leaders should include deepfake scenarios in corporate crisis communication plans to improve rapid response readiness and increase the possibility that the truth will prevail over suspicion,” Forrester recommended.

Closely partner with ciso and legal teams

“A strong partnership with CISO and the legal team will improve preparations and accelerate responses during Deepfake attacks. It will also help to prevent mistakes when teams intentionally use deepfakes with good intention in marketing or customer service areas . Bypass differently, ”the company advised.

Test the crisis response plan

“Testing crisis plans prepares team members for real life situations and can do
the difference between the disruption of the effects of a depth and the significant suffering
Damage to the reputation.

“Keyelade to make any real -time crisis communication plan is practicing the plan to identify gaps and ensure that everyone is ready with a quick and carefully planned approach to fight Deepfake’s scenarios. Exercises of charts and crisis scenario simulations ensure that leaders and spokesmen know the steps to take and have been trained to stay in the message, “concluded Forrester.

There is no doubt that deepfakes are a growing threat to the Corporation of America.

The fame of the fame of crisis management is filled with leadership examples that knew about the possible threats but did nothing about them. The leading marketing officials who are convinced that their companies are immune from Deepfakes will be in rude awakening when proven wrong.

It can simply be a matter of time.