The rise of artificial intelligence (AI) has brought numerous advancements to various industries, including marketing. One of the most controversial applications of AI in marketing is the creation of deepfakes, which are manipulated media using algorithms that can make people appear to say or do things they did not actually do.
Recently, there have been more and more examples of brands using deepfake technology in their celebrity marketing campaigns. From Pepsi’s deepfake ad featuring Lionel Messi, to Samsung’s campaign with a virtual influencer, brands are starting to see the potential of deepfakes in capturing the attention of consumers.
However, the use of deepfakes in advertising raises ethical concerns, as it blurs the line between reality and fiction. Deepfakes can be used to deceive people, spread misinformation, and even harm individuals or groups.
Despite these risks, there are also potential benefits in using deepfakes for marketing purposes. For one, it allows brands to create content that is more engaging, entertaining, and memorable. Deepfakes can also help brands save time and money by allowing them to create content without having to physically bring the celebrity to a set.
Another advantage of deepfakes in marketing is their ability to reach wider audiences, particularly younger generations who are more tech-savvy and open to new forms of media. Millennials and Gen Zers are also more likely to engage with digital content and share it on social media, which can help amplify brand messages.
To mitigate the risks associated with deepfakes, brands should be transparent about the use of AI technology in their advertising campaigns. They should also ensure that their deepfake content does not violate any laws or infringe on people’s privacy rights. Brands must also be responsible in their messaging and ensure that they are not promoting harmful stereotypes or promoting fake news.