Analytical study on Brand Authenticity in the Age of Deep-fakes: Trust and Image Manipulation

In the digital age, where artificial intelligence (AI) enables hyper-realistic image and video manipulations, the concept of brand authenticity is under threat. Deepfakes, a byproduct of AI-driven content creation, have introduced a significant challenge for brands in maintaining consumer trust. This paper explores the implications of deep-fakes on brand authenticity, focusing on trust erosion, reputational damage, and consumer perception