An unwanted challenge: tackling deepfakes in the event industry. Photo Credit: Adobe stock/ WrightStudio
Deepfakes are increasingly being used to perpetuate scams over the
Internet, creating highly convincing video content imitating the
likeness of people, with the intention of deceiving viewers.
The events industry needs to be cautious about, amid reports of a
proliferation of AI-driven fake scientific and academic conferences.
Such events attract attendees with the promise of non-existent sessions
or the chance to have their research discussed - and most often for a
hefty fee.
Fake registrations, fake events that collect confidential
information, voice impersonation, image importation, and fake audio
clips are issues that will only become more of a threat over time,
making it pivotal for industry professionals to stay informed on AI
trends and continue to invest in verification tools, said Prabhath
Karanth, global head of security and trust at corporate travel
management provider, Navan.
The damage goes beyond being deceived by a fake conference. Victor
Leung, executive director at Pico Beijing, said deepfakes could be
misused to spread false information, commit cyber fraud and damage
reputations.
Strategies to adopt
The best response from the events industry to such threats is to
adopt a prevention and protection strategy, rather than a reactive one.
If it does not seem legitimate, follow your instincts as it is likely it
will not be genuine. “If in doubt, request additional information and
ensure the feedback is in line with information you have received from
other conference managers,” advised Patrick Rush, senior director of
strategic meetings operations, Europe & Asia Pacific at Amex GBT
Meetings & Events. “Having associations and academic institutions
authenticate conferences could help validate.”
Safety protocols include ensuring registrations are secure and refundable. Verify the credibility of conferences and seminars before submitting research for publication.
Victor Leung, executive director at Pico Beijing
“Event marketers should also regularly audit their cybersecurity
tools, to ensure that all preventative measures are being taken in the
most efficient, and tried-and-tested way possible,” said Kurt Loy,
project manager, Invnt.Atom. In essence, be vigilant, validate event
details through multiple sources and confirm the authenticity of
organisers.
The counter-measure against AI is AI; similar to how deepfakes can be created through the use of ‘deep learning’ technology in AI, the prevention would be to utilise what is now more widely known as AI cybersecurity, to detect potential threats.
Kurt Loy, project manager, Invnt.Atom
Education and government help
With technology developing at a rapid pace, future risks will be
ever-present, so proactive measures need to be taken to mitigate risks.
“Educating stakeholders across the industry should be our first line
of defence - by raising awareness among organisers, speakers, and
attendees, we can help individuals recognise and report suspicious
activities,” said Ian Cummings, CWT Meeting & Events’ global head.
“Beyond that, we need to deploy technological safeguards and solutions –
for example, prioritising authentication and verification processes,
implementing digital watermarking for content authenticity, or
leveraging forensic tools for detection could help enhance the
industry's resilience against malicious uses of deepfake technology.”
Governmental support can also play a crucial role in tackling the
rise of deepfakes, creating a safer digital environment for citizens.
Andrew Yeo, director of technology Asia Pacific at BCD Meetings and
Events cited how the Singapore government has announced a new
initiative, investing millions to develop tools such as watermarking
technology to detect deepfakes and misinformation.
Community vigilance and education
Other than education and raising awareness, businesses must collaborate and pull together to develop, improve and sustain deepfake detection technologies. However this would be a long-term battle. Sharing knowledge and best practices with your peers would be the first step forward.
Andrew Yeo, director of technology Asia Pacific, BCD Meetings and Events
Pico’s Leung believes that advocacy for stricter regulations on
deepfakes and penalties for fraudulent usage are vital strategies. He
added: “Community vigilance in reporting suspicious activity is also
crucial to stay ahead of the deepfake threat.”
Readiness to combat deepfakes in the event industry therefore
requires a combination of heightened awareness, robust security
measures, and detailed training to identify potential deepfakes. This
can be done through in-person events such as workshops, webinars and
practical sessions. Collaborating with tech companies and cybersecurity
firms will help in understanding this evolving threat and provide
countermeasures.