“Synthetic deception: Deepfakes create new frontier of IP risk”

Diego Freire was quoted in the World IP Review article, “Synthetic deception: Deepfakes create new frontier of IP risk.” The article explains how increasingly sophisticated deepfake technology is creating a major new risk for businesses by enabling impersonation, fraud, and reputational damage that undermine trust in brands and their intellectual property. It highlights real-world examples, such as fake endorsements and scams using AI-generated executives or celebrities, and notes that these incidents can lead to financial losses, regulatory scrutiny, and erosion of consumer confidence, while legal protections remain fragmented and still evolving across jurisdictions.

Freire emphasizes that deepfakes have become a “mainstream” threat, arguing that they erode the core value of IP by making it harder for audiences to distinguish real from fake, and warning that the consequences include both direct and indirect financial harm; he also suggests companies adopt a mix of technical tools (like detection and watermarking) and legal strategies, along with strong governance, to manage both external and internal risks.