“Present Proofing” Is In For Enterprises Fighting Against Cybercriminals, Says Professor Hany Farid

Deepfakes Pose Growing Threat to Enterprise Security

By Tom Field

Deepfakes aren’t just theoretical - they’re targeting enterprises every day. As generative AI tools advance and become broadly accessible, the threat surface has expanded rapidly. Real-time impersonation in video calls, cloned voices from seconds of audio samples and fake media created on a laptop have become faster, cheaper and easier to produce.

Hany Farid, co-founder and chief science officer at GetReal, shared how the low barrier of entry invites widespread abuse by cybercriminals for real-time deception and fraud. He urges enterprises to focus on “present proofing” rather than future planning.

“Defending in real time with fully encrypted protocols is a lot harder. So a lot of it depends on where the deepfake is coming in from, how much time do you have to respond, how sophisticated is the actor,” Farid said. “But the good news is … we are catching up, and we are going to make the adversary work a lot harder than they have to right now...”

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