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The Disruptive Force of Deepfake & Misinformation

Tomás Fonseca

Deepfakes can be used to spread misinformation and tarnish reputations.

Have you seen that picture that Trump shared online of Kamala Harris at one of Diddy’s “freak parties?” Unsurprisingly, the picture has caused quite an uproar, given Diddy’s recent arrest on sex trafficking charges and the obvious prominent standing of the vice president. 

Interestingly, it is common knowledge that the picture was doctored. The original image is of Kamala Harris and her ex, Montel Williams, with his daughter Ashley at the 2001 Race to Erase Multiple Sclerosis.   

However, the fact that the picture is AI-generated did not stop the BBC, Billboard, Times of India, and numerous other mainstream news channels from trending the issue worldwide. Trump summarises the bizarre incident by saying, “AI is always very dangerous in that way.”

He cautions, “It’s happening with me too. They’re making — having me speak. I speak perfectly, I mean, absolutely perfectly on AI, and I’m, like, endorsing other products and things. It’s a little bit dangerous out there.”

I bet you’re wondering, what’s this got to do with real estate?  

Everything. 

Generative AI and deepfakes can not only risk your career, but they also risk your reputation and livelihood daily. And the real estate industry is a major target of these illegal activities. 

These statistics paint a cautionary picture:

Projected Growth of the Artificial Intelligence Market

Projected Growth of the Artificial Intelligence Market. link

1. Growing Awareness: A survey by the National Association of Realtors, NAR, found that 70% of real estate professionals are aware of deepfake technology, but only 15% understand its implications for the industry.

2. Market Impact:  According to a report by Statista, the global deepfake detection market is projected to reach US$184.00bn by 2024, reflecting the increasing concern over deepfakes in various sectors, including real estate.

3. Property Showings: More agents report using virtual tours and AI-generated content to enhance property showings. However, the rise of deepfake technology raises concerns about authenticity in these presentations.

5. Consumer Trust: 52% of consumers express concerns about the trustworthiness of video content. This skepticism could impact how real estate professionals use video marketing and virtual tours. 

The numbers don’t lie, and these statistics show a growing concern about the effects of misinformation. To better protect your business from deepfakes, let’s look at what they are and how they are weaponized against online users.

You might also enjoy these recommendations: Real Estate Business and Dominate the Market

What is Deepfake Technology?

Deepfake technology is artificial intelligence used to create realistic audio and video content of real people. It can be swapping people’s faces in videos, manipulating audio to match a person's lip movements, or creating entirely new scenes that seem real.

Deepfakes are mainly used for satire or fun videos. However, there is a sinister risk to the public in general when these videos are used to spread misinformation.

Deepfake Technology

Deloitte

How Does Deepfake Cause Misinformation & Disinformation?

Alex Hormozi

Here’s a recent example to illustrate the damaging effects of deepfakes and how they perpetuate misinformation.

Earlier in the week, Facebook user Ryan Levesque shared his first-hand brush with AI misinformation that set the social media platform on fire. If you haven’t seen it yet, here’s a quick summary:

Ryan Levesque commented on a LinkedIn post by Alex Hormozi, the entrepreneur - expressing disagreement, which led to a brief back-and-forth in the comments. Hormozi then invited Ryan to continue the conversation on Telegram. 

Ryan has had prior interactions with Alex Hormozi, even sharing a phone call to discuss a business deal. So when Alex Hormozi invited Ryan to move the conversation to Telegram, he agreed.

The Telegram chat felt completely out of place, and Ryan soon realized he was chatting with a bot or some other form of AI. Ryan shared screenshots from his interaction with the AI impersonators on social media:

Ryan’s screenshot of the bizarre bot exchange.

Here’s where things get murky: Ryan knew Alex Hormozi had previously posted about using AI tools like bots. Alex had also written a blog post about how he was experimenting with deepfake voice memos for prospecting using his voice. 

Consequently, Ryan concluded that Alex Hormozi must have been using bots to chat with him on LinkedIn and Telegram. Embarrassed, Ryan publicly confronted Alex Hormozi. 

Long story short, Ryan soon realized that the entire interaction was part of an elaborate scam involving fake LinkedIn and Telegram accounts that impersonated Alex Hormozi. 

Alex also confirmed that the Telegram account (@TheAlexHormozi), which appeared to be verified, was fake and that he had no knowledge of the LinkedIn interaction.

Why This Matters to Real Estate Agents?

Trust is the foundational element in real estate transactions. Buyers trust that their agent has their best interest at heart. Sellers entrust their properties to realtors and hope they will represent them to the best of their ability. 

Most of the real estate agent’s interactions now happen online. From that first contact online with a potential client to email exchanges and video meetings, agents have been cutting down on face-to-face meetings. 

With deepfake technology, the process of attracting, servicing, and maintaining clients is at risk. Any stage of this process can be hijacked using AI and deepfakes, and you may lose millions of dollars or, worse, your license. 

With deepfake technology, criminals hijack the real estate transaction process for their own ends. It could be for money or access to vital information such as ownership details. The bottom line is they impersonate your likeness and convince your clients to part with sensitive information, including crucial documents.

The consequences are damaging. Loss of business, money, and a tarnished reputation could be the least of your worries. Imagine the confusion, disbelief, and hassle of dealing with law enforcers. If there’s a way to protect yourself, you should. 

Fortunately, there are ways for real estate agents to protect themselves from deepfakes and misinformation. 

How Real Estate Agents Can Protect Themselves From Deepfakes?

The Ryan and Alex interaction begs the question: how many AI chatbots have impersonated business people, politicians, and others without the victims' knowledge?

What if they impersonated you? Would your clients know the real you from a bot?

That is the challenge of distinguishing real from fake in today’s digital landscape, especially with the current state of AI and deep-fake technology.

Transparency and direct communication are key to building trust, especially in the real estate industry. Genuine connection cannot be outsourced or faked through AI.

So, how do you protect your business and clients from deepfakes and misinformation? 

Your best bet is real estate podcasts, and here’s why:

  1. Podcasts Establish Authority

Real estate podcasts give professionals a platform to showcase their authentic voice, expertise, and personality. Regular listeners become familiar with the host’s tone and style, making it easier for them to recognize when something seems off or inconsistent. 

This familiarity helps to build trust and credibility, countering any false narratives that may arise from deepfake content.

  1. Hosts Engage Directly With Clients

Podcasts encourage direct interactions with the audience. The host interacts with loyal listeners through comments, polls, or live Q&A sessions. 

This engagement allows agents to clarify doubts and correct misinformation in real time, ensuring that their audience receives accurate information straight from the source.

  1. Podcasts Share Real-Life Experiences in First Person

Guests who grace real estate podcasts share their personal stories in real time. Instead of posting on social media, podcasts allow for intimate information sharing through case studies and testimonials. 

With genuine experiences and outcomes, audiences have a better chance at countering the impact of deepfake content, as they are more likely to trust real stories over manipulated narratives.

  1. Podcasts Build Communities of Trust

Real estate podcasts are built around a community of industry professionals, potential clients, and like-minded individuals. These communities can serve as a network of informed individuals who are more likely to question and report misinformation.

  1. Authenticity

Real estate podcasts help hosts foster rapport and trust with potential clients, a quality no deepfake can replicate. When listeners develop a rapport with the host, they are better equipped to discern credible information from misinformation, including deepfake content. 

As a real estate agent, it is crucial to protect yourself and your clients from the possibility of misinformation spread by AI and deepfakes. 

Real estate podcasts offer an ingenious countermeasure against impersonation online while providing you with a vehicle to market your services, establish authority, and reach a wider audience. 

Start your own real estate podcast today with ICONS of Real Estate and reap the benefits of an audience that trusts your voice. 

You might also enjoy these recommendations:  Joe Rogan’s Secret to Podcasting Greatness

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About the Author

Tomás Fonseca is the host of two popular podcasts in the real estate industry, including the Icons of Real Estate Podcast and the Ardor RE Marketing Podcast.

Known for his charismatic hosting style and infectious positivity, Tomás brings his Portuguese charm to all of his interactions, making him a beloved figure in the community. Tomás loves to travel and to deliver high-quality content and valuable insights to his listeners.

Tomás Fonseca

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