Deepfakes, Public Trust, And Digital Reputation: Understanding The Experiences Of Public Figures And Crisis Responders In Ghana

Abstract

Advances in artificial intelligence (AI) have transformed content production and communication processes globally, but they have also introduced new risks, particularly the rise of AI-generated misinformation and deepfakes targeting public figures. In Ghana, where digital media consumption continues to grow rapidly, the threat of manipulated audio, images, and videos poses significant challenges to public trust, brand credibility, and institutional communication. This study examined how AI-generated false content affects Ghanaian public figures and analyzed the strategies adopted by communication professionals to mitigate reputational damage. Using a qualitative research design, the study engaged six participants: two public figures, a fact-checker, a digital forensics expert, and two communication/PR professionals. Data were collected through semi-structured interviews and analyzed thematically. The findings reveal that AI-generated misinformation in Ghana is expressed primarily through manipulated audio, deepfake images and videos, and altered media house creative cards. Although deepfake sophistication is still emerging, the speed and scale of online dissemination significantly magnify its effects. The study found that misinformation severely undermines audience trust, erodes brand affinity, and imposes substantial psychological and professional strain on public figures. Communication teams experience increased operational pressure as they respond to crisis triggered by falsified content. Verification processes, such as frame-by-frame video analysis, metadata checks, reverse image searches, and QR-coded authenticity systems, play a crucial role in detecting false content. However, smaller media platforms struggle due to limited forensic capacity and digital literacy gaps. Institutions rely on rapid corrective communication strategies, including official statements, evidence-based comparisons, and multi-platform responses. Despite these efforts, misinformation often spreads faster than corrections, highlighting a persistent imbalance in the digital ecosystem. Participants also pointed out regulatory shortcomings, including weak enforcement of Ghana’s AI and cybersecurity policies and inadequate penalties for perpetrators. The study concludes that safeguarding public figures in the AI era requires a multi-dimensional approach: stronger detection infrastructure, improved public education, robust PR response protocols, and coordinated national policy efforts. Recommendations include establishing dedicated digital monitoring units, enhancing verification systems, accelerating enforcement of AI governance frameworks, and integrating AI misinformation modules into communication and PR training. Overall, the study contributes to emerging scholarship on AI-driven misinformation in Africa and offers practical, policy, and academic pathways for addressing deepfakes within Ghana’s media landscape.