Andrea Wilkinson
What is a deepfake and how is technology used in business?
Deepfake is a method of changing an image using artificial intelligence. It's like Photoshop, but not only for images, but also for video and audio. Deepfakes are created using computer graphics by specially trained artificial intelligence.
They train it like this: they give it to view many images taken from different angles, in different lighting, poses, settings, or they let it listen to the same voice, but recorded under different conditions, with different emotions, etc. So that the AI can then recreate from these real pieces, something that did not actually exist - a photograph, video or audio.
The use of deepfake technology in digital marketing is showing impressive results, although marketers have only recently begun to experiment with it.
What is a deepfake?
Deepfakes are based on “deep learning,” a type of machine learning that allows computers to learn to perform tasks on their own rather than being programmed to do so.
Deepfake technology also includes computer vision, which allows computers to recognize objects in images. For example, it can tell you whether there is a dog in your photo or not.
In addition to computer vision and deep learning technology, the process of creating deepfakes includes image synthesis:
- One image is taken (for example, where a person is holding an American flag).
- It is combined with another image (a man holding an Australian flag).
- And from these two components something new is created (a person holds both flags).
Pros of deepfakes
Three reasons why marketers are paying attention to this technology:
- First, it helps reduce the cost of video campaigns.
- Secondly, it helps improve the omnichannel approach.
- Third, it helps provide hyper-personalized experiences to customers.
1. Low cost
By using deepfakes, marketers can save money on video campaigns because actors are not required to appear in person. All you need to do is purchase a license to use the actor's identity, take previous digital recordings, insert the necessary dialogue and create a new video.
This process also saves time for companies who want to use their employees to shoot ads. So, for example, if a CEO doesn't have time to record a new ad, marketers can take just a few of his old recordings to create a new campaign. In addition, when creating a deepfake, there is no need to re-shoot the footage. This is especially attractive to marketers with limited budgets.
2. Improved omnichannel campaigns
Because deepfakes do not require actors to be present in person, marketers can easily repurpose content for different marketing channels with a much lower investment of time and money.
Instead of re-shooting a campaign for different media, marketers can edit video cuts to create a campaign for social media. They could also create new synthetic dialogue for a podcast or radio ad, for example.
3. Hyperpersonalization
Deepfake technology has led to increased hyper-personalization. Brands can produce more relevant campaigns based on customers' personal preferences, such as their skin color.
Let's say the customer's ethnicity differs from the brand's marketing model. Deepfake technology can change a model's skin tone so that the buyer can see how the product will look on their skin tone.
In addition, using deepfake technology, you can create videos in several languages at once. Or, with just one click, personalize your advertising campaign based on location. This allows brands to increase inclusivity and reach a wider market.
Cons of deepfakes
Unfortunately, deepfake videos are often used for nefarious purposes. For marketers, this can mean fake customer complaints, fake product reviews, and an overall decline in customer trust.
1. Lack of trust
Samuel Stefenson the founder of Deep-Nudes.com says - "The most obvious impact of deepfakes is that they are used to create fake videos. Verifying the authenticity of any such video is a difficult task. Even if it was possible to tell for sure before watching a video whether someone's image was real or not, this would still be impossible for those who did not know that person personally."
Using deepfake videos could violate ethics if consumers feel manipulated by the ad campaign. For example, if marketers use deepfakes to generate fake positive reviews, the practice would be considered unethical. On the other hand, using a deepfake to tell a brand's story would be considered ethical.
2. Increase in fraud
Deepfake technologies can lead to an increase in fraud. For example, making false accusations against companies. Fraudsters can record real events and change dialogue.
Thus, a subsidiary of a German energy company in the UK transferred almost $250,000 to a Hungarian bank account after a fraudster used deepfake technology to imitate the voice of the CEO.
In addition, manufacturers can use deepfake technology to create fake customer reviews to make their products appear more attractive than they actually are.
How do marketers use deepfakes?
With deepfake technology, marketers can quickly bring their campaigns to life.
1. Influencer marketing
Imagine that you order advertising from one of the most popular opinion leaders. With deepfake technology, all you need is a bank of his digital footage. Artificial intelligence and machine learning will do the rest.
Brands can also enhance their campaigns by using historical influencers such as Marilyn Monroe or Audrey Hepburn. This is possible due to the fact that there are a large number of their video and voice recordings.
2. Experimental campaigns
Deepfake technology allows brands to stand out from the crowd, for example by immersing consumers in the shopping experience. Thus, online stores can invite customers to upload a photo of themselves and superimpose their face on the model’s body to see how the clothes will look on them.
3. Nostalgic advertising campaigns
Insurance company State Farm used deepfake technology to create advertisements for the documentary series “The Last Dance.” They used a fragment of a 1998 program and made it seem as if its host Kenny Maine predicted certain events 24 years ago. Created purely for entertainment purposes, this deepfake created nostalgia among viewers.
4. Product demonstration
Product demos can be experiential for customers. Instead of using the same video for every customer, marketers can create personalized demos that show a real customer using their product.
by Andrea Wilkinson on 2024-03-24 10:09:59
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