Deep Fake Technology – Pros And Cons

The landscape of digital marketing is undergoing a transformative shift, thanks to the emergence of deepfake technology. Marketers, still in the nascent stages of exploring its potential, are discovering that these sophisticated videos offer a more immersive marketing experience through compelling storytelling. At its core, deepfake technology is a manifestation of “deep learning,” a type of machine learning that enables computers to autonomously acquire skills without explicit programming. It incorporates computer vision, empowering machines to identify objects within images. For instance, utilizing deep learning algorithms, computer vision can discern whether a photo features a dog or not.

Deep Fake Examples

For those finding the concept of deepfakes elusive, here are notable instances: Carrie Fisher’s appearance in Star Wars: Rogue One was made possible through deepfake technology. A deepfake of Salvador Dali served as a host at the Dali Museum in Florida. Deepfake tech allowed us to witness a speech JFK never had the chance to deliver.

Deep Fake Pros

 

Deepfake technology offers three significant advantages for marketers:

Cost-Effective Video Campaigns: Marketers can reduce expenses by sidestepping the need for in-person actors. Instead, they can acquire a license for an actor’s identity, use existing digital recordings, and craft a new video.

Enhanced Omni-Channel Campaigns: Deepfakes, devoid of in-person actors, facilitate content repurposing across diverse marketing channels with minimal time and cost. Marketers can effortlessly edit video cuts for social campaigns or generate synthetic dialogue for podcasts and radio ads.

Hyper-Personalization: This technology enables a hyper-personalized marketing approach, tailoring messaging and experiences to individual customer preferences. From adjusting a model’s skin tone to match a customer’s ethnicity to providing videos in multiple languages, deepfakes enhance inclusivity and and broaden market reach.

Deep Fake Cons

Regrettably, deepfake videos have been exploited for dubious purposes, posing challenges for marketers:

Lack of Trust: The primary concern revolves around the creation of fake videos, making it difficult to verify their authenticity. Marketers risk ethical violations if consumers perceive manipulation through deepfake campaigns.

Increase in Scams: Deepfake technology opens the door to potential scams, including false accusations against companies. Scammers can manipulate recordings to create deceptive narratives, leading to financial losses and damage to brand reputation.

 

How Marketers Can Leverage Deepfakes

Despite the risks, marketers can harness deepfake technology creatively in their campaigns:

Influencer Campaigns: Utilize a bank of digital footage to seamlessly integrate top influencers into campaigns, or resurrect historical influencers using their existing recordings.

Experiential Campaigns: Immerse consumers in a unique shopping experience by superimposing their faces onto models to preview products.

Nostalgic Ad Campaigns: Create deepfakes for entertainment and nostalgia, as demonstrated by State Farm’s ad for “The Last Dance,” blending old footage with current contexts.

Product Demos: Offer personalized product demos by incorporating actual clients using the product, enhancing the experiential aspect.

 

Deepfake technology is here to stay, promising both advantages and challenges in the digital marketing realm. While ethical considerations loom large, judicious use of deepfakes can empower brands to maximize marketing budgets and connect with audiences on a more personalized, immersive level.