With GenAI traffic skyrocketing by over 890% in 2024 alone, this surge underscores the growing reliance on AI, not just as a technological innovation, but as a tool driving productivity, creativity, and decision-making. As GenAI tools become more accessible and user-friendly, anyone can now produce highly convincing deepfakes with little technical expertise or resources. Furthermore, through AI, attackers now can analyse public data to customise content for specific targets, making scams more persuasive and difficult to detect.
In today’s fast-evolving digital landscape, social media plays a vital role in shaping communication, commerce, and daily interactions. This significance is celebrated worldwide on World Social Media Day, observed every 30 June. However, alongside the many advantages social media offers, come new dangers: deepfakes.
As cybercriminals continuously evolve and adapt to new technologies, deepfake technology has become a significant concern, particularly on social media platforms. Fueled by rapid advancements in artificial intelligence (AI) and adoption of Generative AI (GenAI), deepfakes are blurring the line between reality and deception by mimicking real people with convincing videos and audio, raising serious concerns for individuals and organisations.
