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  • Writer's pictureAsli Cazorla Milla

Another Challenge for Marketers: DeepFakes

Almost every month, we hear about some new challenge that is confronting my fellow marketers. I am sure by now all of you have seen this photo of Pope Francis:

Source: Forbes

With the aid of Artificial Intelligence (AI), deepfakes have the ability to manipulate individuals into saying or doing anything, leaving viewers with the choice of whether or not to trust their own eyes. Considering the significant influence of influencers the impact of this technology on marketing and advertising is undeniably important to look at. As deepfakes advance in complexity and speed, they unlock a multitude of imaginative opportunities for brands across all sectors. The marketing sector has gained a reputation for embracing emerging technological trends, often with unfavorable outcomes (as seen with numerous brands heavily investing in cryptocurrency in recent years). This pattern appears to be repeating itself as a multitude of brands eagerly leverages the widespread excitement surrounding generative AI and deepfakes.

According to experts, there is a sentiment that the deepfake phenomenon has been unleashed already.With the emergence of a fresh wave of deepfakes, such as the images featuring the Balenciaga pope, it becomes increasingly evident that we might soon inhabit a realm where distinguishing between what is genuine and what is fabricated becomes exceedingly challenging. In light of this situation, how should we proceed? And what steps as marketers should we take to optimize the advantages and mitigate the risks associated with the proliferation of deepfakes?

Beyond celebrity endorsements, AI deepfakes offer various possibilities for marketing. For instance, influencers who excel in visual appearance but struggle with speaking skills could utilize deepfake technology to create alternative forms of content. Additionally augmented reality (AR) filters, deepfakes can facilitate consumers in envisioning new fashion trends on diverse body types, simplifying the visualization process. Of course, there will be legitimate and ethical ways for brands to harness this technology. While the use of deepfakes does come with risks, they also present compelling opportunities that cannot be easily dismissed. I guess, we will wait and see what this new technology will bring more into the advertising game.

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