Deepfakes used to feel like something that only happened to celebrities or politicians. Today, they’re turning up in workplaces, inboxes, and even video calls. A boss’s face on a fake video, a colleague’s voice asking for an urgent transfer, or a “you” that never actually said those words. It’s unsettling because it looks and sounds real.

What makes this harder is that the line between real and fake keeps getting blurrier. AI tools are faster, cheaper, and more accessible than ever. Anyone with a few minutes and the right software can create convincing fake content. For businesses, this isn’t just an IT issue. It’s a trust issue, a reputation issue, and a people issue.

This article focuses on practical, business-relevant ways to protect your identity at work, whether you’re a founder, manager, or team member who regularly communicates with clients and colleagues.

1. Lock down how your identity is used at work

In many organisations, personal and professional identities overlap. Your LinkedIn profile, company bio, recorded webinars, internal town halls, and even casual team videos all provide raw material that can be misused.

Start by reviewing what information about you is publicly accessible:

• Profile photos, videos, and recorded talks on company websites

• Social media posts where your voice and mannerisms are clear

• Internal recordings that may be shared widely or stored insecurely

You don’t need to disappear online, but you do need boundaries. Limit unnecessary video recordings. Be thoughtful about what gets posted publicly on behalf of the business. If you manage a team, set clear guidelines on when recordings are allowed and how they’re stored.

At a company level, this is where cybersecurity services become more than technical support. They help assess exposure, reduce unnecessary digital footprints, and ensure identity-related data isn’t floating around unprotected.

2. Build verification habits into everyday communication

Deepfake scams often rely on urgency. “Can you approve this now?” “I’m in a meeting, just do it quickly.” When messages appear to come from someone senior, people feel pressure to act without checking.

This is where simple verification habits make a huge difference.

Agree on internal rules such as:

• No financial or sensitive request is approved based on voice or video alone

• Any urgent request must be confirmed through a second channel

• Unexpected changes in tone, language, or behaviour are checked, not ignored

These habits shouldn’t feel like distrust. They’re about protecting people from manipulation. Make it normal to double-check, even if the request appears to come from the CEO.

Deepfakes exploit politeness and hierarchy. Strong verification culture removes that leverage.

3. Protect your voice as much as your face

Many people focus on fake videos, but voice cloning is often easier and just as dangerous. A short audio clip from a presentation or voicemail can be enough to replicate someone’s voice convincingly.

In business settings, voice is often used for:

• Approvals over the phone

• Internal voice notes

• Recorded training sessions

• Client calls

To reduce risk:

• Avoid using voice alone for approvals or sensitive decisions

• Be cautious about sharing raw audio recordings publicly

• Use secure platforms for internal voice communication

If your role involves frequent speaking engagements or media appearances, work with your organisation to manage how those recordings are stored and shared. Voice is part of your professional identity, and it deserves the same protection as your login credentials.

4. Educate teams without creating fear

One common mistake companies make is either ignoring deepfakes or scaring employees with worst-case scenarios. Neither approach helps. Education works best. Instead of focusing on how bad things could get, focus on what people can actually do day to day.

Effective training covers:

• Realistic examples of deepfake and impersonation scams

• Clear steps to take when something feels off

• Who to contact internally if they suspect manipulation

• Reassurance that questioning a request is encouraged, not punished

It’s also important to challenge assumptions like whether SME is too small to be a hacker's target. Attackers don’t care about company size as much as access, speed, and human behaviour. Smaller teams can be easier targets because processes are often informal and trust-based.

When people understand the risk without feeling blamed or frightened, they’re far more likely to act responsibly.

5. Prepare for reputation protection, not just prevention

Even with strong safeguards, no system is perfect. Part of securing your identity in a deepfake world is knowing what to do if something slips through.

Ask yourself:

• Do we have a response plan if a fake video or audio circulates?

• Who speaks publicly if misinformation appears?

• How quickly can we verify and correct false content?

Reputation damage moves fast, especially online. A delayed response can allow false narratives to take hold, even after they’re proven fake.

Having a clear plan reduces panic and protects both individuals and the organisation. This includes legal guidance, communications strategy, and technical support to investigate and remove malicious content. Identity security today isn’t only about stopping attacks. It’s about responding calmly, clearly, and credibly when trust is challenged.

Why this matters more than ever

Workplaces are built on trust. We trust that emails are from who they say they’re from. We trust that the voice on the phone belongs to our colleague. We trust that a video of our boss saying something is real. Deepfakes target that trust directly. They don’t break systems first. They break people’s assumptions.

By treating identity protection as a shared responsibility rather than an IT problem, businesses can stay resilient without becoming rigid or suspicious. Simple habits, clear processes, and the right professional support go a long way.

Conclusion

Deepfakes aren’t a future problem. They’re already reshaping how scams, fraud, and reputation attacks happen at work. The good news is that protecting your identity doesn’t require drastic changes or constant fear.

It starts with awareness, practical safeguards, and a culture where checking is normal.

If your organisation wants to strengthen its defences and protect both people and reputation, Group8 offers expert guidance and solutions to help businesses navigate today’s evolving digital threats with confidence.