Deepfakes and Reputation: The New War of Trust

On Wednesday, February 26, the hybrid event “Deepfakes and Reputation: The New War of Trust” was held, organized by the Colombian American Chamber of Commerce Miami. Designed for business owners and leaders, the event took place in person at the World Trade Center and virtually via Zoom, with the purpose of addressing how digital misinformation and AI-generated alterations are redefining trust in the business environment.
During the first part of the session, Andrea Liévano, founder of PR para Todos, explained the importance of building and protecting both corporate and personal reputation as the primary line of defense. She outlined how proactive action and a structured contingency plan — including the formation of a rapid response team within the first hours of an incident — are key steps to mitigating risks in cases of identity impersonation.
Subsequently, José Javier Cordero and Enrique Barco, co-founders of the technology company Revelum, addressed the rise in fraud schemes that misuse the image of public figures and well-known brands. Their presentation focused on the need to implement continuous monitoring technology to promptly detect and remove fraudulent videos and links, emphasizing that the integration of specialized platforms can effectively curb deception campaigns at scale.
The event underscored the importance of making strategic decisions proactively and integrating preventive technology with clear communication plans to safeguard credibility in the digital sphere.
From the Colombian American Chamber of Commerce Miami, we extend an invitation to the entire business community to continue participating in and attending upcoming events, using these forums for dialogue to stay connected, broaden perspectives, and gain real-world insights that strengthen decision-making.
If you missed this event, we invite you to watch the replay by clicking here.
If you would like to explore the topics discussed in greater depth and enjoy the content at your own pace, we encourage you to listen to the podcast version of our event. Click below to listen now.
















