The rise of artificial intelligence has brought powerful new tools to businesses — and to criminals. One of the most alarming developments is the use of deepfake technology to create convincing fake voices and videos that can fool even the most cautious employees.

In a recent report by CNN’s Clare Duff, ethical hacker and cybersecurity expert Rachel Tobac demonstrated just how easily attackers can impersonate someone using AI. With only a few seconds of audio or video scraped from the internet, hackers can clone a person’s voice or face — often well enough to trick co-workers or executives into transferring funds, sharing passwords, or revealing sensitive data. How the latest deepfake scam can cheat companies out of millions | Watch

The Deepfake Threat Is Real

Deepfake scams are already costing businesses millions. Attackers have impersonated CEOs during live video calls, convincing finance teams to wire large sums of money to fraudulent accounts. Others have used AI-generated voice messages to approve fake invoices or request confidential information. What makes these scams so dangerous is their believability. A well-crafted email or call from “the boss” — complete with their exact voice or a realistic video feed — can bypass traditional phishing filters and human suspicion.

How to Protect Your Business

1. Establish Verification Procedures

Never rely solely on voice or video for financial approvals or sensitive requests. Require secondary verification — such as a follow-up email from a known company domain or an in-person confirmation.

2. Educate Your Team

Train employees to recognize deep-fake red flags: unusual tone, rushed requests, or communication outside normal channels. Encourage a “trust but verify” mindset.

3. Limit What’s Public

The more audio and video content available online, the easier it is for AI tools to mimic someone. Encourage executives to be mindful of what they post publicly.

4. Use Multi-Factor Authentication (MFA)

Even if credentials are compromised, MFA can stop hackers from accessing systems without a secondary code or device approval.

5. Implement Security Policies

Document your company’s response protocols for suspicious requests. Having a clear process in place can prevent panic and costly mistakes. Deepfake technology is blurring the line between real and fake faster than most businesses can adapt. But awareness and strong verification policies can keep your organization from becoming the next headline. In an age where seeing or hearing, is no longer believing, cybersecurity vigilance is your best defense.