New Challenges for Corporate Security

In the annals of cybersecurity, 2025 may be remembered as the year when deepfakes transitioned from a “sci-fi world” threat to a clear and present danger. As AI-driven fraud advances at breakneck speed, the line between reality and fabrication in our increasingly digital world is becoming blurred. We’re living in an era where seeing—and hearing—no longer necessarily means believing.

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Deepfakes Among Us

Celebrities and politicians aren’t the only victims of deepfakes — they’ve infiltrated the business world, too. One recent example involved the global engineering firm, Arup, which was the victim of massive financial fraud after an employee was duped by an AI-generated deepfake into transferring $25 million to the attacker’s account. Arup’s experience is a stark reminder that no organization – even some of the biggest or most security conscious among us – is immune to the threat of deepfakes. The challenge lies in overcoming skepticism about the level of risk deepfakes pose to organizations, particularly in the United States. A recent study of global technology decision makers found that while almost half of organizations had encountered a deepfake, only 62% believe their organizations are taking the threat of deepfakes seriously enough. In the US, only 55% of respondents are either very or extremely concerned with deepfake threats.

Deepfakes have evolved into sophisticated weapons readily available to cybercriminals, state actors, and corporate saboteurs. Their ease of use, high quality, and accessibility, fueled by crime-as-a-service marketplaces, have democratized this threat. What once required significant resources is now achievable with readily available hardware and at an exceptionally low cost, dramatically expanding the attack surface and empowering low-skilled actors. marketplace of tools and services that low-skilled actors can now use with minimal technical expertise for maximum results

Beyond Financial Fraud: The Multifaceted Threat

While quick paydays often drive deepfake attacks, the potential applications extend far beyond monetary gain. One example is corporate espionage, as the cybersecurity training company KnowBe4 recently experienced. In that incident, the company fell victim to a scheme where an individual used stolen identity information and AI-enhanced imagery to create a synthetic identity and secure a remote IT position. This individual was later discovered to be a North Korean hacker employing a deepfake, which was uncovered only after the new hire began loading malware onto a company device he had been sent. Future scenarios might include stock market manipulation, where fabricated videos of a company executive announcing a non-existent merger could send stock prices tumbling, or reputation attacks on corporate leaders who could find themselves victims of false incriminating videos or images, with damaging consequences.

Defending Against Deepfakes: Biometrics with Liveness

However, as AI-generated deepfake technology advances, so do the methods for detecting them.

Liveness-based face biometric verification technology stands out as the most accurate and reliable solution for remote identity validation. By confirming the presence of a real, live individual during the identity verification process, liveness detection significantly reduces the risk of scalable, low-cost attacks like deepfakes. The dynamic nature of these liveness checks introduces a crucial layer of security, particularly in a rapidly evolving AI landscape.

Although other biometric methods (e.g., iris scans or voice recognition) can verify a user, they fall short of the critical validation step that facial biometrics with liveness brings. This is partly because the face biometric can be used in conjunction with official government IDs, offering a reliable reference for comparison. The superiority of facial biometrics with liveness becomes even more obvious when compared to traditional methods like passwords, which are vulnerable to loss, theft, phishing, or sharing.

As deepfake technology advances, biometric solutions and liveness detection are becoming essential safeguards. The survey shows that 75% of solutions implemented to effectively combat deepfakes are biometric-based. Facial verification has emerged as the preferred step-up authentication method for sensitive or privileged account access, critical information or device changes, and high-value online transactions.

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Combatting the Deepfake Menace

To counter the growing threat of deepfakes, enterprises, governments, and organizations must implement a proactive, multi-faceted approach. Four strategies stand out:

1. Enhanced Authentication: Traditional methods no longer provide sufficient security. The powerful combination of facial biometric technologies with real-time liveness detection offers a strong safeguard by ensuring the presence and verifying the identity of individuals.
2. AI-Driven Detection Systems: As the fight against AI-generated deepfakes intensifies, AI plays a key role in identifying these threats. Roughly 75% of organizations have already begun adopting AI-based solutions to counter deepfakes. AI-based tools that detect subtle anomalies in video and audio are now vital in the defense against deepfakes.
3. Ongoing Monitoring and Adaptive Systems: Identity verification systems should integrate continuous monitoring to spot anomalies that may signal deepfake attacks. Organizations must adopt cutting-edge techniques capable of adapting to the ever-changing cybersecurity landscape. Rather than relying on static solutions, they need flexible, evolving defense systems. In the study, organizations acknowledge the importance of working with providers who can rapidly adjust to these evolving threats.
4. Incident Response Preparedness: Even with strong defenses in place, incidents can still occur. Well-structured incident response plans are essential for minimizing the damage caused by deepfake-related security breaches.

Steering Organizations Through Evolving Cyber Threats

Organizational leaders must spearhead the response to deepfake threats. By prioritizing cybersecurity investments, cultivating awareness, and adopting cutting-edge technologies, they can fortify their businesses against these attacks.

The Arup and KnowBe4 incidents underscore the urgency of action. Deepfakes are no longer a future concern but a present danger with potentially severe financial and reputational consequences. A comprehensive facial biometrics-based defense strategy is crucial for protecting assets, maintaining reputation, and confidently navigating the changing cybersecurity landscape.

In this era of persistent cyber threats, vigilance and preparation are key. Recognizing and addressing the imminent danger of deepfakes is not just a good idea — it’s a business imperative.

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