Brace yourself! Why managers should adopt a synthetic media incident response playbook in an age of falsity and synthetic media

Lucas Whittaker, Jan Kietzmann, Kate Letheren, Rory Mulcahy and Rebekah Russell-Bennett

Business Horizons, 2023, vol. 66, issue 2, 277-290

Abstract: Synthetic media presents looming threats to managers in a business setting. To address this issue, we first offer a short overview of the evolution of media manipulation to contextualize the new era of synthetic media. Then, we present the problems associated with synthetic media via veridicality and heuristics to illustrate how consumers have little choice but to believe what they see, read, and hear online. We outline the most likely and impactful types of synthetic media threats and attacks and present a synthetic media incident response playbook. Our aim is to inform managers about six specific phases so they can prepare, assess, detect, analyze, and recover from synthetic media incidents and coordinate their lessons learned.

Keywords: Deepfakes; Machine learning; Business artificial intelligence; Fake news; Cybersecurity (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:eee:bushor:v:66:y:2023:i:2:p:277-290

DOI: 10.1016/j.bushor.2022.07.004

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