The article explores how artificial intelligence technologies, particularly deepfake, are fundamentally altering the nature of social engineering attacks. Whereas attackers previously exploited human gullibility through text and voice, they can now mimic biometric and behavioral characteristics in real time, blurring the line between authenticity and deception. Drawing on data from 2024–2026, the study demonstrates that deepfake has evolved from a technological experiment into a systemic threat to the credibility of digital content. Special attention is devoted to the vulnerabilities of current detection methods, which are shown to lag significantly behind the rapid advancement of generative models. The paper proposes a comprehensive set of measures – ranging from multi-layered technical safeguards to legal reforms – designed to shift the cybersecurity paradigm from reactive defense to proactive control.