A deepfake crisis in organizations today often begins faster than many responsible leaders expect. Consider the following situation:
8:17 AM. A video suddenly appears online. And it shows: you. Voice, facial expressions and language seem completely authentic, making the context appear entirely plausible.
9:05 AM. Already now, first employees are asking questions, while customers grow uneasy and journalists start reaching out.
Internally, something happens that is surprisingly common in critical situations: Nobody knows who gets to decide what is real – and what is not.
Why Deepfakes Are Not a Technology Problem
Many still regard deepfakes as an IT issue. In practice, however, something different becomes apparent: the greatest damage frequently occurs not through the manipulated video itself, but through the response that follows.
Organizations come under pressure because they react too late, communicate inconsistently, present themselves internally in a fragmented way, or wait too long for complete facts. Especially in the first few minutes, this quickly creates a vacuum – and that vacuum is almost always filled: by speculation, rumors, or external interpretations.
Why Even Professional Organizations Stumble
In training sessions and crisis simulations, the same patterns emerge time and again.
First: Visuals are more powerful than verification processes. The moment people see a video, an impression of credibility forms instantly. The statement “We are currently verifying the authenticity” feels emotionally far weaker than a video that appears to deliver clear images – even when the review is already underway.
Second: Responsibilities often remain unclear. IT examines technical questions, while Legal assesses risks and Communications crafts messaging. But who ultimately decides: We speak up – now? Precisely at this point, the most critical delays tend to occur.
Third: Many underestimate the speed. In a deepfake crisis, the timeline is not measured in days. Often, it is the first 60 to 120 minutes that determine whether orientation emerges – or whether uncertainty gains the upper hand.
Five Measures Organizations Should Define in Advance
1. Define responsibilities Well before a crisis, it should be clearly established who evaluates authenticity and authorizes communication decisions – so that no valuable time is lost when it matters most.
2. Prepare clear response levels A simple tiered model creates orientation when speed is essential:
- Level 1: “We are currently reviewing and will update you by X o’clock.”
- Level 2: Initial assessment along with the current state of facts.
- Level 3: Clear classification including concrete next steps.
3. Secure evidence early Calendar entries, meeting minutes, location data, or original files help establish clarity quickly – both internally and in communication with media.
4. Communicate internally before going external Employees automatically become multipliers in a crisis. Whoever stays silent internally therefore often generates additional uncertainty that spills outward.
5. Treat the topic as a leadership responsibility Deepfake resilience is no longer a niche discipline, but is increasingly becoming a foundation of professional crisis preparedness – comparable to what the classic crisis manual once represented.
Leadership Begins Before the Fake Appears
Ultimately, the question is not whether every piece of misinformation can be prevented. What matters instead is whether organizations remain capable of acting even when uncertainty arises. That is precisely why deepfakes are no longer a purely technological topic – they are a leadership question.
The book “Wir sind Fake!” examines in depth the risks of deepfakes, AI manipulation, and disinformation. The English edition “The Age of Fakes!” additionally demonstrates why the topic already has global implications for businesses, markets, and society.
If you would like to know how your organization can remain capable of acting during the first critical minutes of a deepfake crisis, we are happy to support you. Book a free 15-minute informational call with me here: https://tidycal.com/behr/kostenloser-15-min-info-call-free-15-minute-informational-call-mit-with-dr-nikolai-a-behr
– Dr. Nikolai A. Behr
Dr. Nikolai A. Behr CSP® ist Keynote Speaker, Kommunikationsexperte und Medientrainer für Führung, Vertrauen und empathische Kommunikation in Zeiten von Wandel und KI.
