A new survey sheds light on how the growing sophistication of AI-driven identity fraud necessitates upgraded cybersecurity protocols, according to GetApp.

As AI-generated deepfake attacks and identity fraud become more prevalent, companies are developing response plans to address the threats.

GetApp’s “2024 Executive Cybersecurity Survey” of over 2,600 global IT and cybersecurity professionals indicates 73 percent of U.S. respondents report that their organization has developed a deepfake response plan.

The growing sophistication of AI-driven impersonation attacks can undermine traditional security measures like biometric authentication, which were previously considered highly secure but are now being called into question, the report stated.

Among U.S. respondents, 69 percent are required to use biometric authentication to enhance cybersecurity, above the global average of 53 percent. Trust in these systems is diminishing, the report found, with 36 percent of U.S. respondents expressing significant concern about AI’s growing capabilities to fabricate synthetic biometric data for fraud.

Beyond U.S.-specific findings, global trends indicate growing concern and a spike in cybersecurity investments.

Nearly half (49 percent) of professionals globally have privacy concerns and 38 percent fear potential identity theft from using biometric protections.

Of the global IT and security professionals surveyed, 60 percent said their companies have developed measures to defend against AI-generated deepfake attacks.

Of those surveyed, 77 percent report that their companies have increased cybersecurity investments over the last 18 months.

“Company leaders need reassurance that their protections can still work to defend them against threats,” said David Jani, senior security analyst at GetApp. “In practice, this requires executives to review how they guard access to their systems and understand the best ways to rise to the challenge of newer, more targeted fraud.”

Despite concerns, biometric authentication remains a key element of a robust cybersecurity strategy, the report added, especially when combined with multi-factor authentication (MFA).

Global respondents who have already suffered cyberattacks are turning to measures that can be employed immediately at minimal cost to shore up vulnerabilities.

These include improving network security, prioritizing software updates and strengthening password policies.

Many U.S. respondents (49 percent) are focusing on using more data encryption solutions to protect their data, the report found.