Deepfakes and Their Impact on Business

Deepfakes are becoming a growing concern for businesses across industries. These technologies manipulate public perceptions, damage reputations, and create security risks by making it increasingly difficult to distinguish between real and fabricated media. For businesses, the impact of deepfakes range from the potential for brand impersonation and misleading marketing campaigns to serious cybersecurity threats, including financial fraud and identity theft. As deepfake technology evolves, companies must navigate the complex ethical, legal, and operational challenges it presents, adopting strategies to protect their brands, safeguard sensitive information, and maintain trust with customers. The rise of deepfakes requires further research into how businesses approach digital media, authentication, and security. Deepfakes and Their Impact on Business demystifies the rise of deepfakes and explores their impact on various business sectors. It examines the potential risk and threats associated with deepfake technology, such as reputational damage, financial loss, and data manipulation. This book covers topics such as cybercrime, financial fraud, and impersonation, and is a useful resource for business owners, computer engineers, security professionals, data scientists, economists, academicians, and researchers.

Dr Gaurav Gupta has earned a doctorate in the area of Marketing from Punjabi University, Patiala. He has also studied marketing at the prestigious Wilkes University, Pennsylvania, USA. He has got an opportunity to learn about teaching methodologies at IIM-Kozhikode. Prof.Gaurav Gupta has presented his research paper at IIM-Ahmedabad, IIM-Indore, IIM-Bangalore and had been included in paper review panel of many Scopus Indexed Journals. His papers have been published in ABDC listed/Scopus Indexed Journal(s). He is also acting as an Editor with Taylor and Francis Group. He has also presented his research work at University of Ljubljana, Slovenia and Wolkite University, Ethiopia. He is a recipient of various fellowships, those are being awarded by European union and IIM-Bangalore. He got an offer of a doctoral fellowship from ICSSR (Ministry of HRD, India). He has been appointed as a member of Advisory Board for Cleveland Professional University, USA. Presently he is associated with Amity University, Noida. and has worked with Christ University previously. His teaching, training, researching and consulting interests include Brand Management, Marketing Research, Mythology and management, Case writing Also, he has published about half-a-dozen research papers in leading journals and has made presentations at several international/national seminars and conferences.

Sailaja Bohara possesses a well-rounded profile characterized by a blend of teaching and research experiences. With two years of teaching experience and four years dedicated to research, she has demonstrated a commitment to both academia and scholarly inquiry. Her contributions extend beyond the confines of the classroom, as evidenced by her published research papers in numerous prestigious international journals indexed in Scopus, Web of Science (WOS), and other peer-reviewed platforms. Specializing in marketing and human resource management, she brings a depth of expertise to her work in these domains. Her research output is notable, with seven published papers serving as a testament to her scholarly rigor and dedication to advancing knowledge in her areas of specialization. Additionally, her active participation in academic conferences showcases her engagement with the broader scholarly community. She has published 7 research papers and has attended and presented at various conferences and is currently working in Amity University as assistant professor.