The digital transformation of the B2B landscape has introduced remarkable opportunities. However, it also presents profound challenges, especially with the rise of AI-generated video and deepfakes1. These technologies, while revolutionary, possess the potential to distort truths, mislead stakeholders, and propagate false narratives, posing a tangible threat to the integrity of B2B enterprises.

AI-generated Video and Deepfakes: A New Digital Threat:

A prime example of this threat involves AI-generated videos that inaccurately portray CEOs articulating views they’ve never shared2. Such content can tarnish corporate reputation, erode stakeholder trust, and even sway pivotal business transactions. Imagine a deepfake showcasing a competitor, falsely endorsing your product. While initially seeming beneficial, such deception could later lead to brand mistrust and legal complications.

Identifying Deepfakes:

With the relentless evolution of deepfake technology, distinguishing between genuine and manipulated content can be daunting. Here are some effective methods:

  1. Scrutinize the Source: An unfamiliar source warrants skepticism. Always assess the credibility of the content’s origin.
  2. Spot Inconsistencies: Unnatural facial gestures or out-of-sync audio can be red flags3.
  3. Reverse Image Search: This tool helps trace video origins, revealing potential manipulations.
  4. Fact-checking Websites: Platforms such as Snopes or can provide clarity on contentious content.

Always remain critical of online content. Question its creator, their potential agenda, and the veracity of the information presented.

Blockchain: A Beacon of Hope:

Blockchain, often associated with cryptocurrencies, offers a potent solution against the deepfake onslaught4. As a decentralized and tamper-proof digital ledger, blockchain can securely store video metadata, encompassing details like creation date, location, and the creator’s identity.

How Does Blockchain Counter Deepfakes?

  1. Metadata Authentication: If a video claims a specific creation time, but blockchain records contradict this, the video’s authenticity is questionable5.
  2. Ownership Tracking: Blockchain’s ability to trace content ownership means stolen or unauthorized content can be quickly identified and addressed.

By utilizing blockchain, businesses can verify video authenticity, helping to debunk deepfakes and safeguard their reputation.

As AI-generated videos and deepfakes become increasingly prevalent, B2B businesses must prioritize proactive measures to counter potential misinformation. Blockchain technology, with its emphasis on transparency and security, presents a promising solution to this growing challenge. By understanding the risks and harnessing the power of blockchain, B2B businesses can navigate the digital age with confidence, ensuring credibility and sustained success.



  1. How to protect your business from deepfakes – Bank of America
  2. Increasing Threat of Deepfake Identities – Department of Homeland Security
  3. Detect DeepFakes: How to counteract misinformation created by AI – MIT Media Lab 
  4. How blockchain can combat deepfakes – Harvard Business Review 
  5. Blockchain in Digital Identity – Consensys

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