AI-generated videos created with tools like OpenAI's Sora are increasingly difficult to distinguish from real footage, posing risks of misinformation and reputational harm for businesses. Sora enables users to insert real people's likenesses into any scene, and its videos often include a moving watermark and metadata confirming AI origins, though these can sometimes be removed. Social media platforms have begun labeling AI-generated content, and creators can voluntarily disclose AI use. Business leaders are advised to train teams to spot deepfakes, verify video authenticity using available tools, and remain vigilant for visual anomalies and suspicious content.

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