Op-Ed: AI-driven deepfakes – the growing threat on social media and how to defend against it

Deepfakes use advanced AI to create convincing but fake videos and audio recordings that mimic real people, leading to potential identity theft, financial scams, or corporate espionage.

Imagine receiving a message from a trusted friend or colleague, only to find out later that it was a convincing deepfake created by cyber criminals using advanced AI. This alarming possibility is no longer a distant threat but a growing reality that is starting to spread among social media users.

In Australia, a recent Adobe study revealed that 77 per cent of ANZ customers struggle to verify the reliability of online information. This highlights the need for vigilance as deepfakes exploit social media’s trust-based nature, deceiving users into engaging with malicious content.

The risks of AI-powered cyber crime

Unlike traditional phishing attempts, AI-generated deepfakes are highly tailored. Cyber criminals can craft content that is nearly indistinguishable from legitimate communications. These messages can appear as posts, comments, or private messages from friends, colleagues, or trusted organisations, increasing the likelihood that targets will engage with them. Deepfakes manipulate the trust users place in their connections, prompting them to take risky actions such as clicking on malicious links or providing sensitive information, such as personally identifiable information.

Closer to home, we recently saw how AI can be used by malicious actors. Examples include deepfake videos featuring Nationals Senator Bridget McKenzie and former prime minister Scott Morrison circulating on Facebook, reaching thousands of Australians. This underscores AI’s potential for creating convincing and false content, expanding cyber criminals’ reach, amplified by the power of social media.

Social media’s role in cyber threats

Cyber criminals are keenly aware of social media’s popularity and see it as fertile ground for exploitation. According to DataReportal, in early 2024, Australia had 20.8 million social media users, amounting to 78.3 per cent of the population. Looking ahead, Statista projects a rise in social media users in Australia, reaching 27.23 million users in 2029.

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The constant use of social media, often in a distracted state, makes it easier for cyber criminals to take advantage, blurring the line between what’s trustworthy and what’s not. Social media has also become a channel for cyber criminals to breach organisational security by targeting employees. By studying public posts, photos, and connections, attackers can exploit potential vulnerabilities related to an employee’s job role, interests, and recent activities.

Staying safe: Responses and mitigation efforts

As cyber threats increasingly empowered by AI grow more sophisticated, vigilance on social media is paramount. The key to staying safe lies in heightened awareness and proactive steps to secure online activities. Here are some vital strategies:

Scrutinise content thoroughly: Before sharing or clicking on links, examine content for signs of manipulation. Look for inconsistencies in facial expressions, lighting, and any unnatural movements or speech patterns that might indicate a deepfake. This attention to detail can help you spot fake content before it causes harm.

Verify sources: Always verify the authenticity of the source before engaging with any content. Even if a message appears to come from a trusted contact, double-check through another medium of communication to ensure its legitimacy.

Manage social media privacy settings: Adjusting your social media privacy settings can reduce exposure to deepfakes. Limiting who can view and interact with your posts restricts the reach of malicious content and protects your personal information from being overly accessible.

Educate yourself and others: Knowledge is power – stay informed about the latest trends in cyber crime and share this information with your network. Awareness is the first line of defence against AI-driven threats.

Utilise security tools: While human vigilance is crucial, AI-powered tools can provide an additional layer of protection. These tools can help detect alterations in videos and images, offering a more sophisticated defence against deepfakes. Businesses and individuals alike should consider integrating these technologies into their security protocols to stay ahead of cyber criminals.

As AI-driven technologies continue to evolve, so do the tactics used by cyber criminals. The rise of deepfake threats underscores the importance of staying vigilant on social media. By taking proactive steps to verify content, manage privacy, and leverage AI-powered security tools, we can protect ourselves and our communities from the growing menace of AI-enhanced cyber crime.

Remember, in the digital age, awareness and caution are our best defences against the ever-changing landscape of cyber threats.