Pros and cons of Deepfake digital marketing technologies

Deepfake technology is changing the way people see digital marketing.

Although marketers are still in the early stages of experimenting with deepfakes and deepfake technology, these videos convey a more immersive marketing experience through storytelling.

Deepfake technology is a kind of “deep learning”.

Deep learning is a type of machine learning that allows computers to learn tasks on their own without being explicitly programmed.

Deepfake technology also includes computer vision, which allows computers to recognize objects in images.

For example, computer vision uses deep learning algorithms to identify objects in photos or videos. So he can tell you if there is a dog in your picture or not!

In addition to computer vision and deep learning technologies, the process of creating deepfakes involves image synthesis:

  • Making an image (like someone holding an American flag).
  • Combining it with another image (a man holding an Australian flag).
  • And creating something new from these two components (man holding both flags).

Deep false examples

If the concept of deepfakes is still difficult to understand, here are examples of deep fake videos that have toured the web:

Deepfake Pros

This type of technology is useful for traders in three ways:

  • First, it can reduce video campaign costs.
  • Second, it can creating better omnichannel campaigns.
  • Third, it can provide a hyperpersonalized experience for the client.

Low price

Marketers can save money on video campaigns by using profound fakes, because personal actors are not needed.

Instead, they can purchase an actor’s license, use previous digital recordings, insert the appropriate dialogue, and create a new video.

This process also saves time for companies that want to use their employees for advertising.

For example, if the CEO doesn’t have time to record a new ad, marketers only need a few previous records to create a new campaign.

In addition, when creating a deep forgery, there is no need to re-shoot.

This is especially useful for low-budget marketers who still want to produce high-quality content for their campaigns.

Better campaigns for Omni Channel

Because deepfakes don’t need personal actors, marketers can easily reconfigure content for multiple marketing channels with less time and money.

Instead of re-shooting the campaign to accommodate different media, marketers can edit the videos to create a social campaign.

Or they can create a new synthetic dialogue to create a podcast or radio commercial.

Hyperpersonalization

This technology has led to an increase in hyperpersonalization.

Brands can provide more relevant messages and experiences for individual customers based on their personal preferences – such as skin color.

Let’s say that the customer is a different ethnic group from the brand’s marketing model.

Deepfake technology can change the skin tone of this model so that the customer can experience what the product would look like on their skin tone.

This process helps brands increase inclusion and reach a wider market.

Also, if you need video in multiple languages, deepfake technology can help.

Marketing messages can be customized by location at the touch of a button.

Deepfake against

Unfortunately, deep fake videos have been used for more vicious purposes.

For retailers, this can mean false customer complaints, false product reviews and an overall reduction in customer confidence.

Lack of trust

The most obvious impact of deepfakes is that they are used to create fake videos, which means that the authenticity of each video becomes more challenging.

Even if you can know for sure whether someone’s image is real or not before watching a video, it is still impossible for anyone who did not know the person personally.

For marketers, using deeply fake videos can violate ethics if consumers feel manipulated by the campaign.

For example, if marketers use profound counterfeits to create false positive reviews, this practice will be considered unethical.

On the other hand, if marketers use profound counterfeits to continue telling brand stories, it can be considered ethical.

Increase fraud

Deepfake technology can increase potential fraud, such as making false accusations against companies.

These videos are made by recording actual incidents and changing the audio with a new dialog to make it look like it’s not.

For example, a subsidiary of a German energy company in the United Kingdom handed over nearly $ 250,000 to a Hungarian bank account after a fraudster used deeply fake technology to imitate the CEO’s voice.

In addition, manufacturers can use this type of deep counterfeiting technology to create fake customer reviews or product reviews that make their products look more attractive than they are.

How marketers can use Deepfakes in their campaigns

Despite the bad ways in which people use profound counterfeits, marketers can quickly revive their campaigns with this technology.

Influence campaigns

Imagine reserving one of the most influential people for a campaign.

All you need is a bank of digital footage instead of requiring them to shoot video for hours.

Artificial intelligence and machine learning do the rest.

Or you can use historically influential people like Marilyn Monroe or Audrey Hepburn.

Because there are plenty of videos and voice recordings of them, marketers can use their resemblance in deep falsification to step up their campaign.

Experimental campaigns

To stand out from the crowd, brands can use deep counterfeits to immerse the consumer in shopping.

For example, e-commerce stores can superimpose a customer’s face on a model’s body to see what the clothes look like.

Nostalgic advertising campaigns

State Farm has set up a notorious example of deep-seated technology.

The insurance company created an ad for The Last Dance, superimposing footage from the 1998 Sportscenter to make it look as if Kenny Maine had predicted the documentary.

This deepfake is made just for fun and creates nostalgia for viewers who remember that iconic time for the Chicago Bulls basketball team.

Product demonstrations

Product demonstrations can be experienced by customers.

Instead of using the same b-roll for all customers, marketers can create custom demonstrations that show the actual customer using their product. It can’t get any more personal than that, can it?

This technology is here to stay and will continue to evolve.

In the space of digital marketing, deepfake technology has both advantages and disadvantages.

Although it has ethical implications, profound fake videos allow brands to expand their marketing budgets and reach new audiences.

While retailers avoid campaigns with malicious intent, deep counterfeiting can help both the brand and the consumer by creating a more personalized, immersive experience.

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Featured image: Andriy Simonenko / Shutterstock

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