Can Using Deepfakes Help Your Marketing?

Friend or Foe

Deepfake technology is shaking things up in digital marketing.  While still new, it offers exciting ways to create a more engaging experience for customers through storytelling.  Here’s a breakdown of deepfakes, their pros and cons for marketers, and some creative campaign ideas.

What are Deepfakes?

Deepfakes use artificial intelligence (AI) to create realistic videos that appear to show someone saying or doing something they never did.  It combines deep learning (machines learning tasks without explicit programming) and computer vision (machines recognizing objects in images).  Here are some examples of Deepfakes.

  • Re-creating Carrie Fisher’s performance in Star Wars: Rogue One.
  • A deepfake of Salvador Dali hosting a museum tour.
  • A JFK speech delivered using deepfake technology.
man staring at wall of code

Deepfakes for Marketers: Pros

Deepfakes offer a triple threat for budget-friendly marketers.  By using existing footage, licensed celebrities, or even AI-generated dialogue, they can create new videos without the need for expensive actors.  This content can then be seamlessly adapted for different platforms, with social media cuts or synthetic dialogue for podcasts and radio ads.  Finally, deepfakes unlock hyper-personalization, allowing you to tailor messaging to individual preferences.  Imagine showcasing a product on a model with a customer’s specific skin tone – that’s the power of deepfakes in action.

Deepfakes for Marketers: Cons

Deepfakes, while susceptible to misuse for fake reviews or manipulated videos, can be a powerful tool; transparency is crucial to avoid harming trust and reputation.  However, careful consideration should also be given to potential legal implications, as deepfakes may infringe on copyright or right-of-publicty laws.

Deepfake Campaign Ideas:

Deepfakes offer innovative ways to enhance marketing strategies.  In influencer marketing, they allow brands to use existing footage of top influencers or even historical figures to promote their products.  For experiential campaigns, deepfakes enable customers to virtually try on clothes or see themselves using a product, providing an immersive experience.  Nostalgic campaigns can be made more engaging by creating fun ads that play on viewers’ memories, such as State Farm’s deepfake ad featuring Kenny Mayne.  Additionally, personalized product demos can be created using deepfakes to showcase the actual client using the product, adding a highly personal touch.

The Future of Deepfakes

Deepfakes are here to stay and will continue to evolve.  While ethical considerations are important, they offer exciting possibilities for creating personalized and immersive marketing experiences.  Monster’s opinion: as long as they’re used responsibly, deepfakes can benefit both brands and consumers.