Introduction
Deepfake technology has emerged as a significant threat to digital security, particularly during customer onboarding. Fraudsters increasingly use this technology to impersonate genuine customers, bypassing traditional identity verification systems. In this blog, we’ll explore how deepfake scams are impacting customer onboarding and the best strategies to counter these threats using advanced detection technologies, process optimisations, and security best practices.
What Are Deepfake Scams?
Understanding Deepfake Technology
Deepfakes are a type of synthetic media generated using artificial intelligence and machine learning models, particularly Generative Adversarial Networks (GANs). These technologies allow fraudsters to create incredibly realistic fake media, videos, images, and even audio that mimic real people with near 100% accuracy.
In customer onboarding, deepfakes are used to deceive identity verification systems by creating fake videos of individuals that closely resemble their real counterparts. With advancements in AI, these deepfakes are becoming harder to detect, making it easier for fraudsters to bypass traditional verification mechanisms.
How Deepfake Scams Target Customer Onboarding
The primary vulnerability lies in digital onboarding systems that rely heavily on video-based verification, such as those used in Know Your Customer (KYC) processes. Fraudsters use deepfake technology to create convincing fake videos, often bypassing facial recognition, liveness detection, or other biometric checks.
Deepfake scams pose a significant threat in India, where digital onboarding processes are becoming increasingly important, especially with services like Aadhaar linking. Fraudsters could create fake identities, using manipulated videos to bypass security systems, leading to fraudulent account creation, financial theft, and important data breaches.
The Risks Of Deepfake Scams In Customer Onboarding
Financial Losses
Deepfake scams directly expose businesses to financial risks. Fraudsters who get access to accounts via deepfake manipulation can perform illegal activities such as money laundering, fraudulent loan applications, or unauthorised transactions. In India, the rise in digital banking and mobile payments makes financial fraud using deepfakes a serious concern. Financial institutions, e-commerce platforms, and fintech companies could face major financial losses if their security systems aren’t up to the challenge. Moreover, Indian banks and financial institutions face strict KYC/AML regulations, making it even more important to prevent fraud.
Reputational Damage
The reputational risk is one of the most damaging repercussions of deepfake scams. If a company allows deepfake videos to bypass their onboarding system, it will damage the trust customers place in their brand. As digital onboarding is becoming the norm, especially in sectors like banking, insurance, and e-commerce, the public perception of a company’s security protocols plays a critical role in retaining customers.
For instance, if a fintech company in India allows deepfake fraud to occur, the public backlash could be severe. News of such incidents can go viral, causing a loss of customer confidence, reduced user engagement, and a negative impact on the company’s stock value or market position.
Legal And Compliance Risks
India has stringent laws around data privacy and financial fraud. The Personal Data Protection Act aims to regulate how businesses collect and handle personal data. Companies operating in sectors like banking and e-commerce must also adhere to KYC and AML regulations. Deepfake scams can bypass these identity checks, resulting in a breach of compliance obligations. If deepfake fraud occurs and is linked to an institution’s failure to comply with KYC regulations, the company could face lawsuits, regulatory scrutiny, and hefty penalties from the RBI.
Increased Operational Costs
As deepfake scams become more prevalent, businesses will need to invest more in advanced detection technologies, such as AI-powered deepfake detection systems and liveness detection tools. These technologies, while effective, can be expensive to implement and maintain, increasing operational costs for companies.
Moreover, businesses will need to allocate resources for manual reviews of flagged cases, which could further increase the workload on customer service and fraud prevention teams. This additional overhead can detract from the overall efficiency of the onboarding process.
Intellectual Property Theft And Identity Fraud
Deepfake technology allows fraudsters to impersonate not only customers but also high-level executives or key stakeholders in the company. In a sophisticated scam, fraudsters could create fake videos of executives to perform social engineering attacks, such as requesting confidential information or authorising financial transfers.
For example, an employee could be tricked into revealing sensitive company data after receiving a video message from a CEO or senior executive that appears entirely legitimate. In India, where digital platforms are heavily used for business communication, these types of scams can lead to intellectual property theft and severe corporate security breaches.
Impact On Customer Experience
Customer experience is pivotal in any industry, but particularly in sectors like fintech, banking, and e-commerce, where trust and security are integral to success. Deepfake scams that bypass customer verification can frustrate legitimate customers, leading to lengthy account verification processes or even account freezes, as companies scramble to address the fraud.
In India, where digital literacy is still growing in certain regions, these complications can deter users from completing their onboarding or even cause them to abandon the process altogether. The negative user experience could reduce conversion rates, leading to lost business and revenue.
5 Tips To Prevent Deepfake Scams In Customer Onboarding
1. Implement Video KYC with Liveness Detection
Using video KYC along with liveness detection is the first line of defence against deepfake scams. Liveness detection ensures that customers are physically present during the onboarding process, making it harder for scammers to use deepfake videos or images.
2. Use AI-Powered Deepfake Detection Tools
AI-based deepfake detection tools can automatically scan video content for discrepancies, such as unnatural lighting, facial movement irregularities, or mismatched audio. Tools like Sensity AI and Deepware Scanner are designed to detect deepfake videos and flag them for further review.
3. Multi-Factor Authentication (MFA)
Implement multi-factor authentication (MFA) in addition to video KYC. Using two or more forms of verification, like facial recognition, OTPs, and fingerprint scanning, adds another layer of security, making it much harder for fraudsters to bypass the system using deepfake technology.
4. Cross-Platform User Verification
By cross-referencing data submitted during onboarding with other trusted platforms, companies can verify the authenticity of the person. This cross-checking process adds an extra layer of validation and is essential for preventing deepfake fraud in India, where government IDs are widely used for verification.
5. Collaborate With An Industry-Leading Customer Onboarding Service Provider
Working with a provider like AuthBridge means that businesses benefit from the expertise and ongoing support of an experienced team. They will help implement, maintain, and update the latest technologies designed to prevent deepfake fraud, offering best practices and assistance to navigate any challenges that arise during the onboarding process. This partnership ensures that businesses remain proactive in adapting to emerging security threats, offering customers a seamless and secure experience.
Utilising Advanced Technology For Enhanced Security
AI And Blockchain For Secure Onboarding
Combining AI and blockchain can provide an extremely effective and secure onboarding process. While AI helps detect deepfake fraud through facial recognition and video analysis, blockchain can ensure that the entire verification process is recorded in an immutable and transparent ledger. This combination makes it incredibly difficult for fraudsters to manipulate records.
In India, where Aadhaar-based identity systems are frequently used for verification, blockchain can serve as an additional layer of security by providing a tamper-proof audit trail of the customer onboarding process. Blockchain technology ensures that every action taken during the onboarding process is securely recorded, reducing the chances of fraudulent manipulation.
- AI detects fraudulent activities by analysing visual and auditory cues.
- Blockchain records all actions, making it nearly impossible to alter records.
Real-Time Video Analysis
Real-time video analysis tools can detect deepfake fraud as it happens. Using machine learning models, these tools continuously scan video data for inconsistencies, such as facial movements or lighting issues that deepfakes commonly exhibit. With the rapid advancements in computer vision and AI, these tools can now detect deepfakes in real-time during video-based onboarding processes.
This process helps businesses instantly flag suspicious activities without needing to manually review the entire video. This is particularly crucial in sectors where time-sensitive decisions are made, such as banking, lending, and insurance in India, where real-time processing is critical to maintain operational efficiency.
Legal And Compliance Considerations For Preventing Deepfake Scams
Ensuring Regulatory Compliance
In India, businesses must comply with various data protection and financial regulations. Companies are legally obligated to protect their customers’ data, and preventing fraud is a key component of this responsibility.
Deepfake scams not only expose businesses to fraud but also to compliance risks. If a company allows deepfake fraud to slip through its onboarding system, it could face severe legal consequences for breaching privacy laws or failing to meet regulatory requirements. Regulatory bodies such as the Reserve Bank of India (RBI) and Securities and Exchange Board of India (SEBI) impose strict penalties for non-compliance, which can include fines and even the suspension of operations.
To stay compliant:
- Regular audits should be performed to ensure deepfake detection measures are robust and up to industry standards.
- Businesses should continuously update their systems in line with the evolving regulatory landscape.
Maintaining Data Privacy
Data privacy is a significant concern when handling sensitive customer information. Deepfake detection tools, especially those powered by AI, should be carefully evaluated to ensure that they do not violate data privacy regulations such as GDPR or India’s PDPB. These tools must be integrated in a way that respects user consent and ensures that data is processed securely.
- User Consent: Ensure customers are informed about the use of AI in the verification process.
- Data Protection: Implement encryption and secure storage methods to protect data from breaches.
Conclusion
As deepfake technology advances, businesses must take proactive steps to secure their customer onboarding processes from fraud. The risks of financial loss, reputational damage, and regulatory penalties are significant, especially in India, where digital transformation is rapidly evolving. By integrating AI-powered detection tools, multi-factor authentication, blockchain for audit trails, and real-time video analysis, companies can safeguard against deepfake scams, ensuring both compliance and customer trust. Implementing these strategies now is essential to stay ahead of emerging threats and protect your business and customers from fraud.