Today, many companies —especially SMEs and growing startups— are not truly prepared for the new technological landscape that is already unfolding. This is not a distant or future scenario: we are talking about AI-based tools that are already impacting how businesses sell, communicate, make decisions, and protect their operations.
One of these technologies is real-time deepfake. This is no longer about edited videos or pre-recorded fake audio. Today, it is possible to simulate a person’s face, voice, and gestures during a live video call, making a Zoom or Teams meeting look completely real… when it isn’t. This changes the rules of the game and forces entrepreneurs and business owners to understand that technology can be both a growth lever and a serious risk if not managed correctly.
Organizations such as Europol and cybersecurity experts have already warned that by 2026, this type of technology will become one of the main emerging threats to organizations. Why should business owners care? Because the most affected areas are usually finance, human resources, and legal or compliance departments—the core areas where strategic decisions are made, payments are approved, and key agreements are closed.
The problem is that current safeguards are no longer enough. Seeing someone on a live video call is no longer proof of identity, there is often no technical evidence to analyze afterward, and time pressure or hierarchical authority tends to override suspicion. This highlights a key reality for any entrepreneur: technology evolves faster than business habits, and those who fail to adapt are left exposed.
That’s why, just as AI can help you automate sales, improve customer experience, and scale your business, it also requires a new mindset. Practical training, real-life simulations, and clear decision-making criteria will be essential. The core idea is simple but powerful: adopting technology is not just about using new tools, but about learning to use them wisely. In the new digital environment, growth and sales go hand in hand with understanding that seeing is no longer verifying, and that well-applied innovation is a true competitive advantage.