Abstract
The rapid advancement of artificial intelligence has given rise to deepfake technology, which can realistically replicate a person's face and voice and has been misused as a means of digital fraud in Indonesia. One preventive effort is the Gerakan Bersama Edukasi Pelindungan Konsumen (GEBER PK) program, disseminated by financial institutions through social media. This study aims to examine the meaning contained in GEBER PK public service content related to digital security literacy on deepfake AI-based fraud. This research uses a qualitative approach with a semiotic analysis method. The research objects are a public service video uploaded on Bank Mandiri's official TikTok account and a public service poster uploaded on Bank BNI's official Instagram account in 2025. The video was analyzed using Roland Barthes' semiotic theory through denotation, connotation, and myth, while the poster was analyzed using Ferdinand de Saussure's semiotic theory through the relationship between signifier and signified. The results show that the Bank Mandiri video constructs meaning through four stages: trust formation through a fake identity, exploitation of trust and emotions, the impact of fraud, and the importance of vigilance and personal data protection. The Bank BNI poster conveys a similar message through five slides, emphasizing threat recognition, verification, and vigilance. Both contents emphasize digital security literacy through identity verification and personal data protection to address deepfake AI-based fraud.