AI Deepfakes and the Erosion of Stakeholder Trust: Ethical Dilemmas in Corporate Communication in Kenya

This study examined the influence of AI deepfakes on stakeholder trust in corporate communication within Kenyan organizations, with ethical dilemmas considered as a moderating factor. The study was motivated by the increasing use of synthetic media technologies and the growing risks they pose to organizational credibility, communication authenticity, and stakeholder confidence in digitally connected environments. A qualitative research design was adopted, and data were collected through semi-structured interviews, focus group discussions, and observations involving stakeholders from selected Kenyan corporations. Thematic analysis was used to identify key patterns and perceptions related to deepfake exposure, sophistication, detection difficulty, and ethical governance challenges. The findings revealed that repeated exposure to deepfakes, increasing realism of manipulated content, and verification challenges contribute significantly to stakeholder skepticism and reputational vulnerability. The study further established that ethical leadership, transparent communication practices, and effective verification mechanisms can mitigate trust erosion. The research contributes to emerging scholarship on AI governance, corporate communication, and stakeholder trust in African digital environments.

AI Deepfakes, Stakeholder Trust Erosion, Corporate Communication, Ethical Dilemmas, Detection Difficulty

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