Artificial intelligence (AI) has revolutionized the audiovisual industry, opening up new possibilities in terms of content production. Among the most impressive, but also controversial, innovations is **deepfakes** technology. While these AI-generated videos enable the creation of highly accurate images, they also raise major ethical questions, particularly in the business world.

Deepfakes make it possible to superimpose someone's face and voice on another person, creating hyper-realistic videos. This technically fascinating technology opens up a host of possibilities for businesses: reconstructing presentations from archive videos, creating virtual spokespeople for marketing campaigns, or producing content without having to assemble an entire team face-to-face.

However, these advantages come with significant ethical risks. Firstly, the ability to create fake but convincing videos poses a **trust** problem. What happens if a company uses a deepfake to manipulate internal or external communications? The line between reality and manipulation becomes blurred, and this can quickly undermine a brand's credibility. In a world where transparency and authenticity are key values for consumers, this type of practice could have long-term negative repercussions.

Secondly, the **legal implications** are not yet fully defined. When using a person's image to create a deepfake, it is essential to have their consent, otherwise it could lead to litigation for invasion of image or privacy. Companies must therefore be extremely vigilant about the use of this technology, especially in corporate environments where reputation is paramount.

Finally, the **cybersecurity risks** should not be underestimated. Deepfakes can be used maliciously to mislead a company's partners or customers. It is therefore essential to put in place policies for detecting fake videos, and to educate internal teams about the dangers associated with this technology.

In conclusion, while deepfakes offer immense creative potential in corporate audiovisual, their use must be framed by rigorous ethical and legal considerations. The key is for companies to remain transparent and not to abuse this technology in order to retain the trust of their partners and customers.