AI, Deepfakes Make Social Media Most Vulnerable To Brand Risk

Social media platforms rely on vast amounts of user-generated content that challenges them to ensure that they are eliminating objectionable posts. Advancements with artificial intelligence are making it easier for people to create deepfakes, or fraudulent videos that appear authentic, which worries advertisers.

“Social media is seen as the environment most vulnerable to brand safety risks, followed by digital video,” according to a survey of digital-media executives surveyed by IAS. “Both formats may be particularly vulnerable to brand safety concerns due to their increased risk for generative AI and deepfake content.”