Managing Deepfakes with Artificial Intelligence: Introducing the Business Privacy Calculus

Managing Deepfakes with Artificial Intelligence: Introducing the Business Privacy Calculus

Abstract This paper explores the profound implications of artificial intelligence-driven deepfake technology. We introduce a novel business privacy calculus model by delving into the impact of deepfakes through a qualitative explanatory study involving twenty-seven bank managers from three global banks across nine countries. Building on psychological reactance and privacy calculus theories, the evidence shows how data integrity can mitigate deep…