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The pros and cons of deepfake technology in digital marketing


Deepfake technology is changing the way people watch digital marketing.

While marketers are still in the early stages of experimenting with deepfakes and deepfake technologies, these videos convey a lot moreImmersive Marketing Experience through storytelling.

Deepfake technology is a kind of “deep learning”.

Deep learning is a Types of Machine Learning This allows computers to learn tasks independently without being explicitly programmed.

Deepfake technology also involves computer vision, allowing computers to recognize objects in images.

For example, computer vision uses deep learning algorithms to identify objects in photos or videos. So it can tell you if there is a dog in the photo!

In addition to computer vision and deep learning techniques, the creation process of deepfakes also involves image synthesis:

  • take an image (Like someone raising an American flag).
  • combine it with another image (man holding an Australian flag).
  • and create something new from these two components (man holding two flags).

Deepfake example

If the concept of deepfake is still difficult to understand, here is an example of a deepfake video circulating on the Internet:

Deepfake Professionals

This technique benefits marketers in three ways:

  • First, it can Reduce the cost of video campaigns.
  • Second, it can Create better omnichannel campaigns.
  • Three, can Provide a hyper-personalized experience For clients.

low cost

Marketers can save money on video ad campaigns using deepfakes because live actors are not required.

Instead, they can purchase an actor status license, use previous digital recordings, insert appropriate dialogue and create new videos.

This process also saves time for businesses looking to use their employees for advertising.

So, for example, if the CEO doesn’t have time to record a new ad, the marketer just needs some previous recordings to create a new campaign.

Additionally, there is no need to reshoot footage when creating a deepfake.

This is especially useful for marketers who are on a tight budget but still want to produce high-quality content for their campaigns.

Better omnichannel campaigns

Since deepfakes do not require live actors, marketers can Easily repurpose content Numerous marketing channels with less time and money.

Instead of reshooting campaigns for different media, marketers can edit video clips to create social campaigns.

Alternatively, they can create new synthetic conversations to create podcasts or radio commercials.

hyper-personalization

This technology has led to an increase in hyper-personalization.

brand can Provide more relevant messages and experiences Serve individual customers based on personal preferences (such as skin color).

Assume that the customer is of a different race than the brand’s marketing model.

Deepfake technology can change the skin tone of the model, so customers can experience how the product will look on their skin tone.

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

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

Personalize marketing messages by location at the touch of a button.

Deepfake Disadvantages

Unfortunately, deepfake videos have been used for more nefarious purposes.

For marketers, this can mean fake customer complaints, fake product reviews, and an overall drop in customer trust.

lack of trust

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

Even though you can determine whether someone’s image is real before watching a video, it’s still impossible for someone who doesn’t know the person.

For marketers, the use of deepfake videos could be an ethical violation if consumers feel manipulated by the campaign.

For example, if marketers use deepfakes to create false positive reviews, the practice will be considered unethical.

On the other hand, if marketers use deepfakes to facilitate brand storytelling, this may be considered ethical.

Scams increase

Deepfake technology may increase potential scams, such as false accusations against companies.

The videos are made by recording actual events and altering the audio with new dialogue to make it seem like it wasn’t.

For example, the UK subsidiary of a German energy company was Scammers use deepfake technology to imitate CEO’s voice.

Additionally, manufacturers can use this type of deepfake technique to create fake customer testimonials or product reviews that make their products appear more attractive than they actually are.

How marketers can use deepfakes in their campaigns

Despite the unfortunate way people use deepfakes, marketers can quickly bring their campaigns to life with this technology.

Influencer Activities

Imagine booking one of the most influential people for an event.

Instead of asking them to shoot hours of video, you just need a set of digital footage.

The rest is artificial intelligence and machine learning.

Alternatively, you can use historical influencers such as Marilyn Monroe or Audrey Hepburn.

Since they have a plethora of videos and audio recordings, marketers can use their likeness in deepfakes to boost their campaigns.

experience activities

To stand out from the crowd, brands can use deepfakes to immerse consumers in the shopping experience.

For example, an e-commerce store can superimpose a shopper’s face on a model’s body to see how clothes will look.

nostalgic ad campaign

State Farm created a well-known example of deepfake technology.

The insurance company created an ad for the series “The Last Dance” by overlaying footage from the 1998 Sports Center, making it look like Kenny Mayne predicted the documentary.

This deepfake was made purely for entertainment and to make viewers nostalgic for the iconic Chicago Bulls basketball team.

Product Demo

Product demos may become the customer’s experience.

Instead of using the same b-roll for all customers, marketers can create personalized demos that show actual customers using their products. It doesn’t get more personal than this, does it?

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

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

Despite the ethical concerns, deepfake videos allow brands to expand their marketing budgets and reach new audiences.

As long as marketers avoid marketing campaigns with malicious intent, deepfakes can help brands and consumers by creating more personalized, immersive experiences.

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Featured image: Andrii Symonenko/Shutterstock





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