Breaking through the Deepfakes
Two decades ago, it would have been considered dull and redundant to write a blog around the idea of creating content based on facts to help build trust with your audience. But in today’s world this simple truth is becoming a rarity. More and more “news stories” or blogs published online have been exposed by audiences as sneaky embedded marketing, unlabeled generative AI or a flat out deepfake meant to sow mistrust and fake news. As we gear up to celebrate President’s Day (or Washington’s Birthday) let’s take a look at truth and facts in today’s media landscape.
The sheer number of deepfakes popping up around the web is staggering. According to Onfido’s 2024 Identity Fraud report, there has been a 3,000% increase in deepfakes since 2024. In fact, in 2023 alone, it’s estimated that at least 500,000 deepfakes were shared on social media. Where it used to cost thousands of dollars to clone someone’s voice now only costs a couple of U.S. dollars.
Breaking through the noise
Deepfakes have become a surprisingly effective tool for sowing mistrust and spreading fake news. But with an oversaturation of information online, how can audiences sift through the noise and spot a deep fake for what it is? Here are some tips:
Start with inspecting the images: Take a look at the images embedded within the content. Look for odd looking fingers. Look for extra or missing fingers. Are there inconsistencies? Is something too much or too little like you would see in the real world?
Mismatching Audio: If there is audio, listen for emotional tone not matching words. Listen for mispronounced words or robotic voices.
Spotting red flags within the content: Look at the content itself. Is the claim of the article shocking or outlandish? Does it sound too good to be true? Does it appear from an anonymous or unknown account? Are there any other news sources reporting the claim? Reverse search the account posting the story or content to trace the original source. Always reverse search images to find out if they are stolen from other stories on the web.
Other helpful tips: Check the source list and/or author information: Any credible story will have a source.
A note from our Senior Designer Julia Vasenina on creating our President’s Day image:
I approached this work by treating George Washington’s words as a living pulse, framing truth as an active achievement that depends on human intention. In this composition, truth is not presented as a distant ideal, but as something that must be deliberately brought into focus through the choices people make in how they act and communicate.
That perspective shaped the visual direction. Instead of illustrating the quote literally, I focused on creating a structure that could carry its meaning. The Capitol serves as a symbol of enduring standards and shared accountability, while light functions as the central narrative force—moving through the architecture to represent clarity emerging from uncertainty. By directing the light to flow upward from the steps of the Capitol toward the horizon, the design becomes a persistent beacon, illustrating that foundational principles only survive when we commit to the intentional labor of reaching for them together.
The composition’s strength lies in its structural hierarchy, balancing George Washington’s visionary gaze toward the future with the collective ascent of the silhouetted figures at the base. These figures embody the “pains” mentioned in the quote—the diligent, shared effort required to bring truth to the surface. Together, these elements position truth not as a given, but as something sustained by principled leadership and meaningful communication.
Sources:
https://www.dhs.gov/sites/default/files/publications/increasing_threats_of_deepfake_identities_0.pdf
https://everyonesocial.com/blog/user-generated-content-statistics/
https://www.nrgmr.com/our-thinking/lifestyle/building-trust-credibility-and-relationships-through-quality-brand-content/#:~:text=Thirty%2Dsix%20percent%20(36%25),credibility%2C%20ultimately%20driving%20business%20success.
https://bbbprograms.org/media/insights/blog/influencer-trust-index#:~:text=The%20Consumer%20Pulse:%20What%20the,t%20Enough%E2%80%94Education%20Is%20Key
https://keepnetlabs.com/blog/deepfake-statistics-and-trends
https://www.ibm.com/new/announcements/deepfake-detection#:~:text=With%20just%205%20USD%20and,in%20an%20elaborate%20fraud%20attempt.
https://www.entrust.com/resources/reports/identity-fraud-report?edc_redirect=Onfido-Redirect
https://www.reuters.com/world/us/deepfaking-it-americas-2024-election-collides-with-ai-boom-2023-05-31/
