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Imagine waking up to find a video of yourself saying things you never said, endorsing products you've never used, or making statements that could destroy your reputation—all created by AI without your knowledge or consent. 

While AI offers creative possibilities, it also presents major ethical concerns. Imagine your CEO delivering a fake video statement, or your brand being falsely associated with content you never approved. 

Irish MEP Maria Walsh, who has been leading efforts to combat deepfakes at a European level, and a victim of deepfakes herself, recently spoke out about her proposals to criminalise AI for bad. 

According to Deeptrace Labs, the number of deepfake videos online doubled in just seven months last year, with 96% being pornographic content. But increasingly, we're seeing deepfakes targeting businesses and brands.

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