{"id":11638,"date":"2025-05-22T09:00:00","date_gmt":"2025-05-22T07:00:00","guid":{"rendered":"https:\/\/escp.eu\/thechoice\/?p=11638"},"modified":"2025-05-22T11:59:37","modified_gmt":"2025-05-22T09:59:37","slug":"misinformation-in-the-workplace-how-deepfakes-are-changing-what-we-trust-at-work","status":"publish","type":"post","link":"https:\/\/escp.eu\/thechoice\/choose-to-lead\/misinformation-in-the-workplace-how-deepfakes-are-changing-what-we-trust-at-work\/","title":{"rendered":"Misinformation in the workplace: how deepfakes are changing what we trust at work"},"content":{"rendered":"\n

Most of us have probably heard about deepfakes, fake news or AI-generated nonsense messing with politics or social media. But this isn\u2019t just a problem for the internet. It\u2019s now creeping into the workplace, and it\u2019s a lot more serious than people whispering rumours by the coffee machine.<\/strong><\/p>\n\n\n\n

\u201cMisinformation, whether shared intentionally or not, has become an increasingly critical challenge in today\u2019s workplace,\u201d says Lorena Blasco-Arcas<\/a>, a professor of marketing at ESCP. And it\u2019s not just about gossip. Companies are now dealing with everything from fake videos of their own executives to bot-written memos that never came from HR.<\/p>\n\n\n\n

So how do you protect yourself and your team? We spoke with Blasco-Arcas to find out. <\/p>\n\n\n\n

The new face of workplace lies<\/strong><\/h2>\n\n\n\n

There\u2019s always been a bit of chatter at work \u2014 that someone\u2019s leaving, someone\u2019s getting promoted, there\u2019s a round of layoffs coming. But now, the misinformation doesn\u2019t just come from internal whispers. It\u2019s showing up as deepfake videos, AI-generated emails and even fake internal documents.<\/p>\n\n\n\n

\u201cUnverified claims about company decisions can spread rapidly,\u201d says Blasco-Arcas. \u201cThey fuel anxiety, confusion and erode trust across teams.\u201d <\/strong>Add in the possibility of a very convincing fake video of your CEO saying something they never said, and it\u2019s easy to see how things could spiral fast.<\/p>\n\n\n\n

For example: in early 2024, UK engineering firm Arup lost HK$200 million (about US$25 million) after an employee at its Hong Kong office was tricked by a deepfake of a senior executive.<\/p>\n\n\n\n

\u201cIt wasn\u2019t just a tech issue,\u201d Blasco-Arcas notes. \u201cIt became a reputational and leadership crisis.\u201d<\/p>\n\n\n\n

\n
\n
\n

Misinformation, whether shared intentionally or not, has become an increasingly critical challenge in today\u2019s workplace.<\/p>\n<\/blockquote>\n<\/div>\n\n\n\n

\n
\"Photo<\/figure><\/div><\/div>\n<\/div>\n\n\n\n

The biggest risk? Your reputation<\/strong><\/h2>\n\n\n\n

We often think of misinformation as a PR problem. But inside companies, the damage can go much deeper. \u201cReputational risk is often the most severe and far-reaching,\u201d says Blasco-Arcas. A single incident \u2014 even if quickly debunked \u2014 can cause long-term harm. People don\u2019t forget. Even worse, they often remember the fake story more clearly than the correction.<\/p>\n\n\n\n

The numbers are worrying. Advisory firm Deloitte predicts<\/a> losses from AI-driven fraud in the US could rise from $12.3 billion in 2023 to $40 billion by 2027 in the banking sector alone. Research group Gartner has also flagged a sharp increase<\/a> in deepfake-related threats.\u00a0<\/p>\n\n\n\n

And it\u2019s not just external bad actors. Poor internal communication \u2014 things like unclear policy updates or sloppy meeting summaries \u2014 can quickly lead to misunderstandings. It\u2019s all connected, according to Blasco-Arcas. <\/p>\n\n\n\n

So, what can you actually do?<\/strong><\/h2>\n\n\n\n

Here\u2019s the good news: you don\u2019t need a PhD in AI to get ahead of this. But you do need a plan.<\/p>\n\n\n\n

Companies should start by using tools that flag suspicious content or online chatter, says Blasco-Arcas. Early detection helps shut down false stories before they take hold.<\/strong><\/p>\n\n\n\n

Additionally, it can help to teach your team what is real and what is not. \u201cMedia literacy training is essential,\u201d says Blasco-Arcas. Show people what deepfakes look like. Teach them to slow down before clicking, sharing or reacting to something questionable.<\/p>\n\n\n\n

Transparent, timely communication is your best defence. \u201cClear channels for sharing accurate information and correcting errors are crucial,\u201d she says.<\/strong><\/p>\n\n\n\n

Blasco-Arcas also recommends that you create and enforce policies around sharing unverified content. Make it clear what\u2019s okay, what\u2019s not \u2014 and what to do if something suspicious shows up.<\/p>\n\n\n\n

It\u2019s not just about tools \u2014 it\u2019s culture <\/strong><\/h2>\n\n\n\n

Technology can help. But this is really a people problem. The best defence against misinformation, according to Blasco-Arcas, is a workplace where people ask questions, think critically, and feel safe raising concerns.<\/p>\n\n\n\n

She offers four things leaders should focus on:<\/p>\n\n\n\n

    \n
  1. Lead by example<\/strong>
    <\/strong>If you\u2019re the boss, show your thinking. Admit when you don\u2019t know something. Encourage respectful debate. Reward employees who think things through.
    <\/li>\n\n\n\n
  2. Offer real training<\/strong>
    <\/strong>Workshops on spotting fake news, understanding how algorithms work, or even just good digital hygiene, can go a long way.
    <\/li>\n\n\n\n
  3. Create a curious culture<\/strong>
    <\/strong>Let people ask questions. Encourage them to challenge assumptions. Promote different viewpoints. When teams feel heard, they\u2019re less likely to fall into groupthink or panic over false rumours.
    <\/li>\n\n\n\n
  4. Promote safe skepticism
    <\/strong>There\u2019s a big difference between healthy doubt and toxic mistrust. Make space for concerns without shutting people down. \u201cTransparency and consistency from leadership are key,\u201d she says.<\/li>\n<\/ol>\n\n\n\n
    \n

    Ultimately, the most resilient companies are those that foster open dialogue, encourage critical thinking and lead with clarity and consistency.<\/p>\n<\/blockquote>\n\n\n\n

    Deepfakes and misinformation aren\u2019t just the IT teams\u2019 problem. HR, communications and compliance departments all have a role to play in building resilience. <\/p>\n\n\n\n

    HR teams need to build guardrails around AI use in hiring or performance reviews. Train people on what to look out for, says Blasco-Arcas \u2014 and how to report it.<\/strong><\/p>\n\n\n\n

    Compliance should stay ahead of the laws. Blasco-Arcas recommends that they audit how AI is used internally. Also, she says to make sure your policies cover ethics, privacy and misinformation risks.<\/p>\n\n\n\n

    For communications teams, it\u2019s critical to have a crisis plan. Know how to verify content, and teach employees how to spot fakes and who to alert if they do.<\/p>\n\n\n\n

    \u201cCross-functional teams need to work together,\u201d says Blasco-Arcas. \u201cIt\u2019s the only way to ensure consistency and responsible AI use across the business.\u201d<\/strong><\/p>\n\n\n\n

    If you build a team that knows how to think critically, check facts and talk openly, you\u2019ll be in a much stronger place to handle whatever the next wave of misinformation throws your way.<\/p>\n\n\n\n

    \u201cUltimately,\u201d says Blasco-Arcas, \u201cthe most resilient companies are those that foster open dialogue, encourage critical thinking and lead with clarity and consistency.\u201d<\/p>\n\n\n\n

    Sounds like a good place to start.<\/p>\n","protected":false},"excerpt":{"rendered":"

    As AI-generated content becomes more convincing, misinformation is entering the workplace. From deepfake videos to fake internal emails, here\u2019s how organisations can protect trust, culture and communication.<\/p>\n","protected":false},"author":1,"featured_media":11637,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[13],"tags":[25,27],"class_list":["post-11638","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-choose-to-lead","tag-future-of-work","tag-tech","category-13","description-off"],"acf":[],"yoast_head":"\nHow deepfakes are changing what we trust at work - The Choice by ESCP<\/title>\n<meta name=\"description\" content=\"From deepfake videos to fake internal emails, here\u2019s how organisations can protect trust, culture and communication.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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