「釋義」

深度造假是英文“deep learning”（深度學(xué)習(xí)）和“fake”（偽造）的混成詞，專指基于人工智能的人體圖像合成技術(shù)的應(yīng)用。此技術(shù)可將已有的圖像或視頻疊加至目標(biāo)圖像或視頻上。

深度造假可以制造假新聞及惡意惡作劇。在Youtube、Vimeo等流行的在線視頻流媒體網(wǎng)站上，可以很容易地找到深度造假的視頻。深度造假因其在名人色情視頻、復(fù)仇式色情、假新聞和金融欺詐中的使用而引起廣泛關(guān)注。企業(yè)和政府對(duì)深度造假高度重視，以發(fā)現(xiàn)和限制其使用。

「應(yīng)用場(chǎng)景」

HBR:?公司如何識(shí)別針對(duì)自身的深度造假及其他合成媒體行為？

What should businesses be aware of with regard to deep fakes and other synthetic media that target them?

公司注重名譽(yù)，深度造假可以偽造出公司領(lǐng)導(dǎo)者宣揚(yáng)某些觀點(diǎn)的內(nèi)容，從而損害公司名譽(yù)。用于判斷上市公司價(jià)值的信息，是進(jìn)行公司交易的基礎(chǔ)。熱門視頻會(huì)影響公司聲譽(yù)，進(jìn)而影響股價(jià)。我們已經(jīng)看到假新聞被用來炒作股票，還有其他諸如此類的欺詐。深度造假和其他合成媒體也可以這樣利用，導(dǎo)致公眾對(duì)市場(chǎng)喪失信心。這不是小事。

Business is about reputation, and deep fakes can target reputations by making leaders appear to say things or support ideas that they don’t actually endorse. The trading on public companies is based on trust in the information available for judging its value. A viral video can affect the reputation, the stock prices. We’re already seeing false news used in “pump and dump” stock schemes?and other scams. Deep fakes and other synthetic media could be used in the same way. Public confidence in markets could erode. This isn’t trivial.

不過，我考慮的不只是針對(duì)整個(gè)公司的深度造假陰謀，還有較低層次的數(shù)字野火內(nèi)容，比如偽造的食品污染或產(chǎn)品安全問題相關(guān)視頻，音質(zhì)很差的暗示公司涉嫌陰謀的高管發(fā)言音頻，或者讓某位立法者出洋相的假視頻。這些內(nèi)容即使經(jīng)過辟謠，也會(huì)繼續(xù)影響公司名譽(yù)和公眾對(duì)信息的整體信賴感。

But again, I wouldn’t think just about the deep conspiratorial efforts to take an entire business down. I would also think about those digital wildfires that happen at a lower level — a manipulated video that appears to show food contamination or product safety issues, a leaked low-quality audio that sounds like an executive implicating the company in collusion, or a deep fake that is embarrassing to a sympathetic lawmaker. It’s information that — even after it’s debunked — continues to have an effect on the company, and the general trust in information.

以上文字選自《哈佛商業(yè)評(píng)論》中文版2018年10月刊《數(shù)字炒作與深度造假，當(dāng)代企業(yè)的挑戰(zhàn)》

斯科特·貝里納托（SCOTT BERINATO）丨文

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