Experts Urge Nigerian Brands To Strengthen Defences Against Deepfakes

Communication and marketing experts gave the advice at a virtual webinar titled “Safeguarding Brand Reputation in Nigeria’s AI Era: Preparing Organisations for Deepfakes, Synthetic Media and AI-Driven Misinformation”, organised by MSc Media and Communication students of the School of Media and Communication, Pan-Atlantic University.

The webinar, held on Microsoft Teams on Friday, September 25, 2026, attracted 107 participants, including communication professionals, marketers, journalists, lecturers and students.

Speaking at the opening, Head of the Careers Office at Pan-Atlantic University, Mrs Nkiru Ukachukwu, urged individuals to verify information before sharing it, stressing the importance of authenticity, accuracy and ethical responsibility.

Delivering the keynote address, Scaling Data and Tech Innovation Specialist, Adenike Aloba, said AI had transformed the business environment without changing the fundamental principles of reputation management.

“AI has changed the conditions in which reputation is managed more than it has changed the fundamentals of reputation management,” she said.

Aloba identified three major concerns for organisations: how external actors could use AI against their brands, the reputational implications of their own AI adoption and how to deploy the technology without compromising organisational strategies.

She cautioned that responding quickly to deepfakes should not mean acting in panic, advising organisations to assess the reach, credibility and potential consequences of fabricated content before responding.

Citing Air Canada’s experience with a chatbot that provided incorrect information its bereavement fare policy, she stressed that communication professionals must participate in technology decisions from the planning stage. “You cannot outsource your brand strategy to AI,” she warned.

Also speaking, faculty member at Olabisi Onabanjo University and Chairman of the Training and Professional Development Committee of the Nigerian Institute of Public Relations (NIPR), Dr Oludare Ogunyombo, said AI had introduced new complications into professional communication without changing its underlying principles. “Nothing has changed, but a lot has been added,” he said.

He illustrated the unreliability of AI detection tools with his experience of an academic paper that recorded five per cent similarity on his institution’s plagiarism checker but was subsequently flagged as 90 per cent AI-generated by a journal’s detection system.

He cautioned professionals against placing unquestioning confidence in such tools.

Similarly, NIPR Lagos Chapter General Secretary, Samuel Adeyemi, described AI-generated content as “the new normal”, noting that the communication industry was not adequately prepared for its challenges.

He disclosed that the institute had introduced AI-focused training but urged practitioners to take greater responsibility for technology-related organisational decisions.

“Take our seats and go into the boardroom where the decisions are being taken,” he advised, urging communicators to position themselves to influence corporate leadership.

Divisional Director at Marketing Edge, Anietie Udoh, warned that increasing reliance on AI could undermine creativity if practitioners treated it as a shortcut rather than a professional tool.

“Here is the tool, but how well do you want to use that?” he asked, advocating thoughtful adoption without sacrificing originality.

Providing an organisational perspective, Group Head, Marketing and Communications at CapitalSage Holdings, Ilabeshi Gabriel, disclosed that his organisation had established an AI committee and developed standard operating procedures to regulate its adoption.

He said the legal and information security teams also reviewed AI platforms before approval.

“We will not say we won’t use it, but we need to know the limitations and guide against it,” he said.

A major highlight was “The Deepfake Drill”, a practical exercise involving a simulated crisis at Harmattan Bank. Participants considered a fabricated video allegedly showing the bank’s Managing Director announcing a daily withdrawal limit of ₦20,000. The video attracted 1,200 reposts within 20 minutes.

Aloba recommended immediate assessment, engagement of a credible spokesperson across relevant media channels, legal action against those responsible and direct communication with stakeholders.

Adeyemi cautioned against indiscriminate legal action, warning that the bank could be perceived as intimidating the public.

Gabriel advocated promptly debunking the video and sustaining customer engagement over the following 30 to 90 days to rebuild confidence. He maintained that “trust is not a feeling, it’s a process.”

Also contributing, pioneer Head of Public Relations at MTN Nigeria and Chief Executive Officer of Xlr8 Limited, Calixthus Okoruwa, described AI as an additional reputational risk that organisations must address through established crisis management structures.

“AI makes that framework even more necessary, even more pertinent,” he said, adding that a strong corporate reputation could discourage public acceptance of fabricated claims inconsistent with an organisation’s established conduct.

Moderating the webinar, communications and media relations professional, Bemigho Awala, said protecting brand reputation required technology, institutional governance, leadership commitment and ethical judgement, beyond effective communication.

He said the challenge was no longer whether organisations would encounter synthetic media but how prepared they were to manage its consequences.

The organisers subsequently distilled the recommendations into a five-stage framework: detection, verification, decision, response and recovery.

Giving the vote of thanks, Ololade Adeniji said organisations might not prevent people from fabricating information but could strengthen their preparedness.

“We cannot stop people from faking things, but we can always be ready,” she said.

The webinar was organised under Pan-Atlantic University’s Project Based Internship (PBI) Programme by MSc Media and Communication students for the 2025-2026 academic session.

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