​3 Ways To Avoid Being Fooled By Deepfakes

Innovation​3 Ways To Avoid Being Fooled By DeepfakesByChristian Perry,Forbes Councils Member.for Forbes Technology CouncilCOUNCIL POSTExpertise from Forbes Councils members, operated under license. Opinions expressed are those of the author. | Membership (fee-based)Jun 11, 2026, 07:45am EDTChristian Perry is the CEO of Undetectable AI and TruthScan, a deepfake-detection platform. gettyDeepfakes no longer belong to sci-fi. They are now part of our daily lives. From an estimated 500,000 deepfakes online in 2023, the number surged to around eight million in 2025, an annual growth of nearly 900%. It has spread across industries, costing businesses and enterprises millions.This year, 63% of cybersecurity leaders express their growing concern that AI is being used to generate deepfakes, posing a threat to digital trust. They are right to be concerned: Around 53% of businesses in the U.S. and U.K. report deepfake scam attempts as of 2024. But just because there is a growing public awareness doesn't mean businesses are any closer to solving the challenge. Only 0.1% of people can reliably detect them, according to an iProov study. In the coming months, you'll likely encounter more sophisticated deepfakes. What can your business do? As the CEO of a deepfake-detection platform, I have seen a lot of deepfakes and have developed a few strategies that can help you shift how you approach images and videos online. Here are three tips that can help to spot deepfakes: Conscious ViewingMany people see an image or video and will jump to a conclusion: “What I’m seeing is AI-generated,” or “What I’m seeing is real.” ​There are a few problems with this line of reasoning. First, it’s an example of a bifurcation fallacy, in which one assumes that something is either A or B—real or fake. Even before AI existed, content could be edited, posted without context or altered in ways that misrepresent the truth. Today, this way of thinking is (arguably) even more dangerous because AI-gene...