In recent months, news about scams involving fake videos, profile cloning and “official” communications created with artificial intelligence have become frequent. What once seemed like an isolated event is beginning to reveal a broader pattern, with implications that go far beyond individual fraud.
These episodes expose a new type of risk: coordinated campaigns of disinformation and manipulation of perception — what experts have come to call narrative attacks. It is the ability to build plausible versions of reality and disseminate them at a speed greater than the reaction capacity of companies and the market itself.
When trust becomes a vulnerable point
Trust has always been a central asset in the corporate environment. In a scenario of accelerated information, it has also become a vulnerable point.
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Widely publicized cases show that identities can be imitated convincingly enough to induce critical decisions. These are no longer about rudimentary approaches, but about well-scripted interactions, which explore hierarchy, urgency and the pressure for quick responses.
The impact is less technological than behavioral. When authority appears legitimate, questioning diminishes — and risk materializes.
The domino effect that the market begins to price
The problem is not just in the coup itself, but in the domino effect it causes. Internal questions, preventive interruptions, noise with partners, regulatory reviews and reputational erosion begin to consume the organization’s time and energy.
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In confidence-sensitive markets, this noise already represents a cost. The value of a company may be pressured not by proven operational failures, but by the uncertainty generated while the facts are still being determined.
In this context, the price of an asset begins to reflect not only economic fundamentals, but also the dominant narrative at a given moment.
The invisible risk of biased decisions
There is also a less visible, but relevant, vector. As companies use automated systems and digital flows to support analysis, recommendations and decisions, the risk of distorted information silently contaminating this process grows.
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Unlike an explicit attack, this type of impact does not generate a clear “incident”. It only gradually reduces the quality of the choices made by the organization — with accumulated consequences on performance, risk and credibility.
What the market starts to value
In this environment, companies’ ability to demonstrate clarity, coherence and speed in responding to uncertain situations gains relevance. It’s not about promising invulnerability, but about showing maturity in the face of risk.
Organizations that can maintain consistent communication, aligned decisions and transparency under pressure tend to preserve trust even in adverse scenarios. Ultimately, this translates into reputational resilience and perceived stability.
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The Brazilian context
In Brazil, this risk takes on its own characteristics. The combination of high digitalization, distributed decisions and the heavy weight of reputation creates an environment conducive to rapid impacts.
The recent reinforcement of regulatory requirements in security and continuity signals that trust, resilience and control are already part of the formal expectations for companies operating in sensitive sectors.
Conclusion
In an environment where false information circulates faster than fact-checking, trust is no longer just reputation — it has become an economic asset. Narrative attacks show that protecting data is not enough; clarity, coherence and governance must be protected. Companies that understand this dynamic not only reduce risk, but preserve value in an increasingly perception-sensitive market.
