In the current scenario, the application of new and innovative technologies tends to change the means by which the companies operate. The application of these technologies also causes many issues and hinders the growth prospects of the organization by damaging its image permanently. One such technology is Deepfakes, which affects the organization's image and impacts its survival. Hence, there needs to be a policy and procedure to handle the organization-related information, such as the logo, brand, and other aspects, with more honesty. However, the alternative is for customers to become less invested and have less faith in the company. Companies also need to keep their reputations in good standing and be compliant to avoid fines when authorities review their rules pertaining to technological advances. Refrain from complying in places where maintaining a good reputation depends on compliance can lead to long-lasting trust deficits. Therefore, the leadership team must take crucial measures to protect itself from reputational harm and other adverse outcomes caused by Deepfake and similar technologies. Company executives must understand these technologies’ nuances, weigh their pros and cons, and use them wisely to achieve organizational goals.