Deepfakes, Misinformation, and the New Mandate for PR Leaders in Asia
Not long ago, misinformation was something PR teams cleaned up after. Today, it’s something brands must defend against in real time. Across Asia, we’re seeing a structural shift: false narratives are no longer fringe noise. They arrive as CEO statements that never happened, product recalls that were never issued, or political positions a brand never took. Powered by generative AI, these stories now look, sound, and circulate like truth; especially in private channels where verification comes last. For communications leaders, the question is no longer if a deepfake hits your brand. It’s whether your organisation is built to protect reality before fiction becomes belief. When Technology Starts Writing Your Reputation The real danger of deepfakes isn’t technical sophistication. It’s emotional credibility. In Asia’s messaging-app culture, people trust what arrives from friends, family, and community groups faster than what appears in formal media. A manipulated voice note from a “CEO”, a ...
