UkrainianProfessional Education

Abstract

The article examines the current state of business conduct by enterprises in the information space. The positive and negative impact of information on the activities of enterprises was studied. At the current stage of development of society and technology, the information space has become a complex and dynamic environment with numerous challenges and opportunities. The modern information space requires attention to many issues, including security, transparency, ethics, and protection of users' rights and freedoms. The search for effective strategies and solutions to ensure a sustainable and ethical information sphere continues. The article defines disinformation and its types. The most threatening of them, namely, deepfake, has been determined. To combat these threats, it is important to improve deepfake detection technologies, develop cyber defenses, increase public information literacy, and improve legislation to take into account the challenges these technologies pose to us. Threats and risks of each type of disinformation are established. Definite ways to overcome. To combat these threats, it is important to improve deepfake detection technologies, develop cyber defenses, increase public information literacy, and improve legislation to take into account the challenges these technologies pose to us. It is important to improve technologies for detecting and blocking bots, develop algorithms for recognizing artificial activity on the network, and involve the community and users in supporting the fight against automated manipulation

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