Deepfake technology indicates a broad spectrum of audiovisual information that has been substantially altered using artificial intelligence. As a result, the phrase “deepfake” was created by combining the umbrella term “deep learning” with the word “fake.” Deepfake technology’s creative process varies from creating fresh new, unique material.
The former concentrates on a highly careful digital modification of the original video to the point where it not only perfectly displays the visual and physical traits of persons who are missing from the authentic footage, but it even precisely clones their voices.
The effects are so convincing that consumers cannot identify whether the information is genuine or digitally altered, whether a simple snapshot or a full video. Artifacts may also be included in a deepfake production, making determining the authenticity of the information much more difficult.
Deepfake Technology: Popularity
Deepfakes have established their existence in popular culture. The term achieved significant traction in 2017 before being mentioned by Netflix’s dystopian TV series “Black Mirror” in an astonishingly entertaining effort to notify viewers about the prospective risks that may occur following a potentially massive expansion. Deepfakes have significantly influenced several viral works produced by well-known musicians like Kendrick Lamar, Paul McCartney, and Kanye West in recent years.
A more moral and appropriate use of deepfakes has also been on the rise, particularly in industries like the entertainment industry and marketing and advertising.
While it is anticipated that several strict regulations and constraints would severely limit the use of deepfakes in digital marketing and company growth in general, let’s look at a few possible future integrations of deepfakes that might fundamentally alter the landscape of global marketing.
Influencer Marketing: New Era with Deepfake Technology
There is no question that influencer marketing will remain in the limelight of the online realm for years to come as an important strategic facet of different brands, irrespective of their size and economic standing when the efficiency of several brands’ influencer marketing campaigns is reflected in obviously higher important indicators than the same brands’ organic content.
This presumption does not, however, ensure that influencing efforts will always be carried out in the same manner. There are two possible methods to spot a prospective change, and they are, so you know, utterly unrelated to one another.
The first would represent a completely new outlook for influencer marketing on a global scale, as it is anticipated that numerous brands will be given a chance to work with numerous influencers, regardless of their physical presence or absence, and as a result, without having to create audiovisual content from scratch.
Deepfakes might replace original material and make it simpler than ever to collaborate with influencers worldwide. While reducing all associated photography and videography expenditures and operational and travel expenses. Therefore, it won’t be surprising to see deepfake influencers as a market trend in the near future.
On the other side, though, international companies like Dove, owned by Unilever, have previously criticized the negative impact. The reason why some businesses used deepfake technology was to protest the unrealistic beauty ideals that influencers are often promoting. It remains to be seen what this could signal for deepfake and whether other businesses will follow Dove’s example.
Deepfake Technology Emphasizing On Personalization
Using the deepfake synthesis engine, personalizing an advertising campaign to represent the requirements and desires of the target market will resonate with the company’s customer avatar in the most powerful manner possible. They will increase brand recognition and brand image.
Additionally, regardless of a brand’s size, demographics, or chosen marketing strategies, content personalization is a goal advised for all brands. It serves as the cornerstone of a thorough strategy that focuses on reaching out to customers via a range of marketing initiatives.
Personalized commercials that use deepfake technology are anticipated to be quicker and easier to make than a conventional audiovisual content generation. While keeping a reasonably low-cost operational structure, similar to all other advertising techniques based on deepfake technology. Concurrently, segmenting material according to the audience is another excellent choice, particularly regarding geo-targeting.
One widely accepted method of increasing the effectiveness of an advertising campaign is to target several audiences with slightly varied versions. Few firms have significantly experimented with a compelling mix of personalized advertisements with deepfake elements and celebrity endorsements. Celebrities like Cara Delevingne and Devid Beckham have surely improved the effectiveness of related marketing campaigns.
Differentiating Content in an Omnichannel Approach
According to research, during the next 5-7 years, deepfake technology will be used to create 90% of all internet audiovisual material. As the world transitions gradually into Metaverse, it is envisaged that businesses of all sizes will try to capitalize on change. With the introduction of synthetic media, it is anticipated that turning every vision and concept into a variety of real, interactive, and—most importantly—eye-catching and attention-grabbing commercials would become more straightforward.
However, the enormous possibilities provided by deepfake synthesis software are expected to intensify already fierce market competitiveness. Pushing several businesses that are at odds with one another into what could as well be a digital battlefield.
There are Endless Options
Therefore, the most obvious way for the company to stand out is to use limitless opportunities provided by deepfake technology in its content. To fully connect with each brand’s consumer avatar, the latter must become more distinctive and real than it ever was.
On the plus side, sustaining an omnichannel digital marketing approach will be far easier, which is essential. This is because, partly due to deepfake technology, it will be easier to capitalize on audience segmentation and create and modify one’s content per each social media platform’s requirements and best practices.