Published Date : 10/1/2025Â
The Senior Director of Fraud Product Management at TransUnion Africa, Amritha Reddy, has expressed deep concern over the rapid increase in deepfake cases in South Africa. In a recent podcast, Reddy revealed that their findings indicated a staggering 1,200 percent rise in deepfake incidents over the past year. These sophisticated fakes, including manipulated voices, images, and videos, are becoming increasingly difficult to detect.
Reddy attributes this surge to the country's high digitalization rate. South Africa has an internet penetration of about 79 percent, with over 50 million users and 124 million mobile connections. Additionally, there are 27 million social media users, creating a fertile ground for digital exploitation. “This widespread access and modern connectivity are amplifying the threat,” Reddy explained.
The fintech and banking sectors are particularly vulnerable to deepfake attacks, primarily due to the prevalence of SIM-swaps and the rise of digital-first platforms. The insurance sector is also a prime target, with fraudsters using altered claim videos and fake medical records. “Retailers face fake storefront scams, and the media and government sectors are hit through voice impersonation and political disinformation. It’s a multi-faceted threat, especially in environments with widespread digital access,” Reddy added.
To combat this, TransUnion has been utilizing its Synthetic Fraud Model, a tool designed to detect synthetic identities by analyzing public data. This model helps in identifying and mitigating the risks associated with deepfakes.
While the deepfake problem is particularly severe in South Africa, it is a global issue that requires a multifaceted approach. Reddy emphasizes the importance of understanding the threat, its origins, and how it is exploited. She recommends deploying advanced technologies such as real-time anomaly detection tools, biometric authentication, and liveness checks to verify genuine faces and voices. “Device fingerprinting, behavioral analytics, and consortium data sharing across various sectors are also critical for early identification and mitigation of these threats,” she said.
A recent Consumer Pulse survey conducted by TransUnion found that 88 percent of South Africans prioritize stronger security on digital platforms, even if it means higher costs or reduced product quality. “What really matters to them is the protection and trust of their personal information,” Reddy noted. Similar concerns were echoed in a 2023 TransUnion research, which showed that most US consumers feared identity fraud.
Beyond technology, Reddy stresses the importance of cultural awareness and digital literacy. “Africa is a very trusting society, and this trust can be exploited. Therefore, we need smart business strategies, awareness campaigns, and digital literacy programs,” she said. Digital literacy is especially crucial for the youth, who, while digitally savvy, can still be naive and vulnerable. “Building skills and competencies to support AI-based verification tools is essential. It’s a combination of technology, strategy, and education,” she added.
The government also plays a crucial role in combating deepfake fraud. “Regulation and compliance are essential. We need clear laws against abuse, strict enforcement, and strong penalties. Regulators should modernize compliance frameworks to address AI-related risks,” Reddy stated. Many current regulations are outdated and not equipped to handle the fast-moving digital landscape. “AI should be integrated into the regtech universe to keep up with the evolving threats,” she emphasized.
Collaboration is another key element in the fight against deepfake fraud. “We need cross-sector and cross-border collaboration because fraud doesn’t stop at national borders. Consortium data, intelligence sharing, strong law enforcement, and continuous engagement are vital. It’s not just about gaining insights but turning them into actionable solutions. A holistic framework that addresses people, processes, systems, businesses, and society is necessary,” Reddy concluded.Â
Q: What is a deepfake?
A: A deepfake is a sophisticated form of synthetic media where a person in an existing image or video is replaced with someone else's likeness using artificial intelligence. These can be used for various purposes, including fraud, disinformation, and entertainment.
Q: Why are fintech and banking sectors particularly vulnerable to deepfake attacks?
A: Fintech and banking sectors are vulnerable to deepfake attacks due to the prevalence of SIM-swaps and the rise of digital-first platforms. These sectors handle sensitive financial information, making them attractive targets for fraudsters.
Q: What measures is TransUnion taking to combat deepfake fraud?
A: TransUnion is using its Synthetic Fraud Model to detect synthetic identities by analyzing public data. They are also deploying real-time anomaly detection tools, biometric authentication, and liveness checks to verify genuine faces and voices.
Q: How important is digital literacy in combating deepfake fraud?
A: Digital literacy is crucial in combating deepfake fraud. It involves building skills and competencies to support AI-based verification tools, especially among the youth who are often digitally savvy but can be naive and vulnerable.
Q: What role does the government play in addressing deepfake fraud?
A: The government plays a crucial role in addressing deepfake fraud by implementing clear laws against abuse, ensuring strict enforcement and strong penalties, and modernizing compliance frameworks to address AI-related risks. Cross-sector and cross-border collaboration are also essential.Â