At the crossroads: generative AI and corporate risk management

Purpose This study aims to identify the risks to corporate reputation presented by deepfakes and how to manage them. Design/methodology/approach The approach involves a review of the current literature on deepfakes across different sectors to create a clear picture of the risks that deepfakes entail and how best to deal with them. Findings While deepfakes are still mostly easily detectable, their sophistication increases daily, and corporations need both technology and culture shifts to deal with this evolving threat. Originality/value While deepfakes have been the subject of intense interest, to the best of the author’s knowledge, this is the first attempt to look at the problem from the perspective of corporate enterprise risk.