What the term really means
Synthetic or altered image, audio or video that realistically depicts an event that did not happen.
How it works in practice
A deepfake may impersonate someone in a call, advert or recording and use a familiar face or voice to create pressure.
The decision to make before implementation
Assessment should not rely on one visual artefact; file provenance, publication context and confirmation through another channel matter.
How to verify that it works
Measure incident verification time, false-content reach and the effectiveness of reporting and crisis communication procedures. Compare results with an agreed baseline and review routine cases, difficult exceptions and human hand-offs separately. A practical Deepfake test should have an owner, a review date and a recorded example of an outcome the team will not accept.
The PAR HOUSE Agency approach
We approach Deepfake from the workflow rather than a tool demonstration. Assessment should not rely on one visual artefact; file provenance, publication context and confirmation through another channel matter. We then build a small measurable scope, record assumptions and expand only after quality review.
