It’s getting harder to tell reality from fiction, fake from real and with Deepfakes it’s almost impossible.

When signals like Deepfakes set to become bigger than Fake News emerge, organisations that engage early have the advantage of choosing their response rather than reacting to events. That gap between those who prepared and those who did not is where competitive positioning is actually made or lost.

The most important question is not whether Deepfakes set to become bigger than Fake News will matter, but how quickly it will matter in your specific context. Leaders benefit most from mapping the ripple effects early — not just the direct impact but the second and third-order consequences that arrive later and hit harder. That is the practical work of foresight.