Digital transformation and brand protection against deepfakes.

Deepfakes vs. Branding: The impact of synthetic content on brand value.

Advances in artificial intelligence have elevated the realism of deepfakes to a new level. Hyper-realistic videos, voices, and images powered by AI are being used not only in financial fraud, but also in reputational scams and disinformation risks that profoundly affect brands’ intangible assets[media][6]. By 2025, fraud attempts involving deepfakes were projected to grow by 21% in financial services, according to Veriff, driving the acceleration of anti-fraud solutions based on AI, biometrics, and data cross-linking[1][2].

From offensive automation to integrated defense: The martech and industry response.

The martech sector is experiencing a race for innovation in response to the sophistication of threats. Platforms and vendors are investing heavily in “liveness” solutions, real-time behavioral monitoring, multi-biometric validation, and visual data forensics to detect digital artifacts imperceptible to the human eye[2]. The concept of “trust infrastructure” is gaining ground, integrating detection, authentication, and continuous analysis into the consumer journey. According to Gartner, by 2027 half of companies are expected to adopt products to protect against disinformation and deepfakes, compared to less than 5% currently[6].

Reputational risks and regulatory movements: Cases, challenges and trends.

Deepfakes have already caused serious incidents involving executives, influencers, and campaigns of major brands — including through manipulations in CEO videos and synthetic audio, potentially leading to financial scams and crises of confidence[1][6]. Brazil is experiencing a regulatory boom: bills such as PL 4273/2025 and PL 1884/2025 propose guidelines for labeling, image protection, penalties, and incentives for ethical use of AI for brand communication[8][9]. However, the absence of specific legislation in the areas of advertising and branding still exposes brands to direct legal and reputational risks, such as court decisions that now hold platforms responsible for acting without a court order, in the notice and take down format[5]. Major players and market associations are investing in awareness campaigns to educate consumers and strengthen agile notification measures, as well as the use of digital watermarks on images and videos belonging to the brand[3][5].

References

[1] https://www.veriff.com/pt-br/verificacao-de-identidade/a-crescente-ameaca-dos-deepfakes-nos-servicos-financeiros-e-por-que-uma-infraestrutura-de-confianca-eo-futuro
[2] https://www.serpro.gov.br/menu/noticias/noticias-2025/ia-e-deep-fake
[3] https://www.staysafeonline.org/pt/articles/how-to-protect-yourself-against-deepfakes
[5] https://fenati.org.br/deepfakes-impulsionam-nova-onda-golpes-digitais-brasil/
[6] https://convergenciadigital.com.br/mercado/cios-nao-subestimem-o-impacto-dos-deepfakes-no-negocios/
[8] https://assespropr.org.br/pl-4273-2025-protecao-de-voz-e-imagem-e-rotulagem-de-deepfakes/
[9] https://www.camara.leg.br/proposicoesWeb/fichadetramitacao?idProposicao=2500594