Senior Associate Matthew Ferraro has authored an article on disinformation for CNN Business Perspectives.

Excerpt: Last month, a video that appeared to show House Speaker Nancy Pelosi slurring her words went viral on social media. This video, which was edited and slowed for effect, was viewed millions of times, and political opponents used it to question Pelosi's health.

The video represents a rudimentary example of the next chapter of disinformation—realistic, artificial intelligence-enhanced forged videos known as "deep fakes" that can make it look like people are doing things they never did and saying things they never said.

Politicians have raised the alarm about the threat such fakes pose to politics. But what is less often discussed—yet just as dangerous—is the threat deep fakes and disinformation more generally poses to corporations, brands and markets. We have already begun to see the effects of the intentional and covert dissemination of false information on businesses, even without the added dangers of manipulated videos.