Business AI Deepfakes for Marketing
Market research data shows 35% of social media profiles are phoney. And you may in fact be conversing with a bot or AI deepfake that acts like a human in every way. Today, its common to unknowingly encounter AI bots online in chat or watch a celeb deepfake video parody.
But the issue remains that information is being presented, whether it's source or veracity is genuine or not, goes to the core of the concern by many, including government agencies which are alarmed by the increasing inability to distinguish between what's human versus AI deepfake intelligent bots. More often what you see and read in fact may be manipulated.
Further, data uncovers that 55% of false profiles and AI bots in social networks are programmed by Millennials. Although, Gen Xers average three fake accounts and Gen Zers two fake accounts. While 37% of businesses now study the use of AI deepfake for marketing.
Deepfake digital production offers the ability to mask a pre-existing image, video or audio characteristics, then embed it into a comedic skit or social parody that "catches the eye" of a target audience, legally without purposeful deceit and with the intent to educate or entertain.
AI deepfakes are not illegal except in the instance of misleading political election campaigns, malicious pornography and attempts to steal a persons identity. The message must be clean.
The advantages of using AI deepfakes in advertising include;
Lower the cost to produce an impactful video ad campaign with no actor needed, instead a license for a popular celeb actor’s identity, using existing digital recordings in public domain, insert the appropriate dialogue and create a new video. There is no need to reshoot any footage, as the editing is all done on a digital media application.
Flexibility is optimized using AI deepfake videos, as it can more easily be repurposed using digital editing, able to insert new content or special effects to change messaging.
Ability to hyper-personalization based on individual preferences such as skin tone, voice accent, geographic location, specific language, physical body type and more.
While the variety of potential applications are still being defined, here's a few examples of popular deepfake videos :
Carrie Fisher’s performance in the movie Star Wars : Rogue One was possible with deepfake technology.
A deepfake of Salvador Dali was used to host the Dali Museum in Florida.
Deepfake technology allowed us to experience a speech JFK never got to make.
A business must be responsible in the proper use of deepfakes. For example, it would not be ethical for a business to use a deepfake in a false review by a celebrity without authorization.
The significant production cost savings of a deepfake video with rapid turn-around time is possible using a bank of video and audio digital recordings that might run $695 to $2,450.
While a typical television advertisment spot including actor, location, video production crew, insurance, ad distribution costs and video editing might run $5,500 to $100,000 or more.
Further, the simple ability to "deepswap", a consumers face onto a model's body can create an immersive shopping experience with customers even trying on clothing in virtual retail environment. This personalized custom virtual shopping or metaverse type sales experience delivers a nearly 90% response rate writes J. Dean @SocialContentService.com.
Conclusion
By creating better legal guidelines for business marketers to follow, it will pave the way for a variety of positive applications using AI deepfake technologies. But the potential for rogue bad actors to misuse deepfakes is inevitably a big challenge. Ultimately, the public must be ensured of the truthfulness behind the images they see, articles they read and the products they use. This is the basis needed for a civil society to prosper in a capitalist marketplace.