Deepfakes grab headlines when celebrities are involved, but fewer people are aware that deepfakes affect the financial services industry, too.

Customer’s online reviews of products and services are highly influential and have an immediate impact on brand value and customer buying behaviors. According to the Pew Research Center, “82% of U.S. adults say they at least sometimes read online customer ratings or reviews before purchasing items for the first time, including 40% who say they always or almost always do so.” How and whether to respond to online reviews is a critical consideration that may very well make or break a company’s success.

With misinformation and disinformation proliferating online, many may wish for a simple, reliable, automated “fake news” detection system to easily identify falsehoods from truths. Often with the help of machine learning, many scientists have developed such tools, but experts advise caution when deploying them.