iProov launches tool to spot deepfakes in video calls

iProov has launched Verified Meetings, a tool for identity authentication in video calls aimed at organisations looking to reduce deepfake fraud in remote interactions.

The product checks whether a participant is a real person using a real camera during a live video meeting. It is intended for remote hiring, onboarding, account recovery, financial approvals, and other interactions where impersonation can lead to fraud or infiltration.

The launch comes amid rising concern over the use of AI-generated synthetic media in business communications. Video meetings, once seen as a relatively trusted channel, have become a target for attackers using deepfakes and virtual camera tools to imitate candidates, customers, or colleagues.

iProov pointed to recent incidents that have intensified scrutiny of the issue, including the theft of USD $25 million from engineering group Arup after a deepfake video call and the use of synthetic identities by operatives linked to North Korea in remote job interviews across hundreds of organisations.

How it works

Verified Meetings is part of iProov's workforce product suite and is designed for what it describes as the pre-join stage of an interaction. Delivered as a plug-in for video conferencing platforms, it runs a background check when prompted by the host.

The system analyses the live video feed in two ways. It looks for signs of deepfakes and presentation attacks, and checks whether the video is coming from a physical camera rather than a virtual environment.

The result appears to the host as a red, amber, or green status indicator inside the meeting interface. The participant is not made aware that a check is taking place, a design choice intended to avoid tipping off attackers and minimise disruption during the call.

Andrew Bud, Founder and Chief Executive Officer of iProov, said: "Video has become the standard way of communicating for business and consumers alike, from meeting with colleagues and suppliers to hiring, onboarding, and approving financial transactions. But organizations still largely assume that seeing a person on screen means they're real. That assumption no longer holds. Deepfakes are now easy to create and very difficult to detect, making deception in video interactions both scalable and hard to stop. Organisations must be confident about who they're really engaging with. iProov Verified Meetings provides that capability, enabling organizations to authenticate that participants are real people using real cameras while protecting the integrity of critical interactions."

Growing threat

iProov argues that the spread of low-cost generative AI tools has changed the risk profile of video calls. Human judgement alone is no longer enough because fabricated identities can appear convincing on screen and be combined with software that masks the true source of a video feed.

That shift has implications beyond recruitment. Banks, insurers, customer service teams, and corporate finance departments increasingly use video channels for sensitive decisions, creating more opportunities for bad actors to exploit trust in face-to-face digital communication.

The new product is backed by iProov's security operations centre, which monitors attack methods and updates defences as threats evolve. The team includes biometric scientists, threat intelligence specialists, and red team personnel focused on testing and adapting its systems.

The announcement also received support from the UK government as ministers seek to highlight British technology companies working on digital trust and security.

Blair McDougall, UK Minister for Economic Transformation, said: "As we showcase the UK's world-leading tech sector at Greater Together LA, innovative businesses like iProov demonstrate how British ingenuity is actively tackling the global challenge of AI-driven fraud. By securing digital identities and protecting critical business, this cutting-edge technology underscores the vital role UK innovation plays in driving safe, trusted transatlantic economic growth."

For businesses considering how to secure remote interactions, the launch reflects a broader shift in cyber security priorities. As deepfake tools improve and spread, verifying the person behind the screen is becoming a more immediate concern for organisations that rely on video calls to make hiring, access, and payment decisions.