Deepfakes are more than just a meme. They are an example of how AI and machine learning can be used to create realistic videos and images, and could change marketing forever.
What is a deepfake? Deepfakes are videos or photos that have been edited with the help of artificial intelligence (AI) to make the face in question do or say something.
Sounds risky and controversial, doesn’t it? However, in the right hands it can also be a powerful marketing tool.
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What Are Deepfakes?
Deepfakes are video, image or audio files that, after manipulation by artificial intelligence (AI), appear to be authentic and original. It refers to the process of creating fake faces generated by artificial intelligence to say or do whatever is desired.
Deepfakes are a product of machine learning. The term deepfakes is an acronym for two words that describe the method of creation: deep learning and fakery.
Deep learning is the study of artificial intelligence in which computers are encouraged to learn for themselves by measuring examples, modifying actions based on the measured results and correcting themselves. Fakery is the act of cheating by inventing or manipulating information without any indication that they are not genuine.
How Can Deepfakes Be Applied To Marketing?
Deepfakes have already started to be used in marketing in recent years. One of the most famous was the Cruzcampo spot, Con Mucho Acento, which brought Lola Flores back to life.
Deepfakes are the next step in the evolution of marketing With deep learning, it is possible to hyper-personalise marketing campaigns by inserting any type of face into a video. So, for example, you could create a campaign in which you play with voice tones, age or gestures depending on the customer you are targeting.
On the other hand, you can also create personalised videos of your customers using or wearing your products. For example, in the case of a fashion company, it would be very interesting for the business if customers could see themselves wearing certain garments from the latest collection.
Another application of deepfakes is to educate your customers on how to use a product. Imagine inserting a face into an online tutorial at no extra cost. The customer would follow the video and feel as if they were watching someone at home teaching them how to use your product; this could be very effective in helping customers learn about certain products.
There are thousands of applications for deepfakes in marketing, but the most important thing is to always remain honest and truthful. If you decide to play with this technology, it is essential that customers do not feel cheated or deceived.
What Are The Risks Of Using Deepfakes?
This brings us to the risks involved in using deepfakes, which we must avoid at all costs.
The biggest risk of using deepfakes is that they can lead people to distrust anything they see on social media. Consumers will find it difficult to differentiate between real and fake videos on their social networks, which could lead to uncertainty and distrust.
This is why businesses need to focus on using them to convey the best values of a company in a positive and non-misleading way.
The future of deepfakes is still uncertain, but there is no doubt that these are exciting new technologies that marketers need to study carefully if they are to remain competitive in the coming years.
AI Can Help Your Business
There are many ways in which the technology behind deepfakes could be used in your business. Some of these applications include making videos for marketing campaigns or even creating an AI-powered chatbot as part of customer service.
Get in touch today for advice on how to use AI to boost your business!
