People’s perceptions of digital marketing are shifting due to advances in deepfake technology. Even though marketers are only beginning to explore deepfakes and deepfake technology, these videos communicate stories in a way that creates a more immersive marketing experience.
The term “deep learning” refers to the technology behind deepfake. Deep learning is a sort of machine learning that enables computers to learn freely and without being explicitly trained in how to complete tasks. Computer vision is another component of deepfake technology, which allows computers to identify the contents of pictures. Image synthesis is a component of the production process for deepfakes, in addition to deep learning and computer vision technologies:
- Taking one picture
- Putting it together with another picture
- And making something completely original out of these two elements
The following are some instances of deepfake videos that have been circulating on the internet in case the notion of deepfakes is still difficult to understand:
- Through the use of deepfake technology, Carrie Fisher’s performance in “Star Wars: Rogue One” was able to be recreated
- The Dali Museum in Florida was a complete forgery that was based on Salvador Dali
- Through the use of deepfake technology, we were able to experience a speech that John F. Kennedy was never able to deliver
There are three different ways in which this kind of technology may be helpful to marketers:
- It has the potential to reduce the costs of video marketing efforts
- It has the potential to produce more effective omnichannel marketing
- It is possible to provide the consumer with a more tailored experience thanks to this feature
Because deepfakes eliminate the need for in-person performers in video marketing initiatives, the cost of these ads may be reduced. Instead, they have the option to acquire a license for the actor’s identity, make use of existing digital recordings, and then build a new video after inserting the relevant language. This procedure also saves time for firms that wish to utilize their personnel in advertisements and wants to do so.
Therefore, if a CEO does not have time to record a new advertisement, for instance, marketers merely need a few old recordings to construct a new campaign. When making a deepfake, there is no need to reshoot the video as when creating a traditional fake. This is especially helpful for marketers working with a limited budget yet needing to provide high-quality content for their campaigns.
Better Omni Channel Campaigns
Because deepfakes do not need in-person actors, marketers can simply reuse content for a greater number of marketing channels while spending much less time and money doing so. Marketers may develop a social campaign by editing the video clips rather than reshooting the campaign to meet new media. They also have the option of creating fresh synthetic dialogue to use in the production of a podcast or radio advertisement.
Because of this technology, there has been a rise in the degree of hyper-personalization. A consumer’s personal preferences, such as the hue of their skin, can inform a brand’s ability to create more relevant content and experiences for that customer. Imagine if a customer’s ethnicity differed from the model used by a company in its marketing efforts.
The consumer will be able to experience what the product would appear like on their skin tone thanks to deepfake technology’s ability to modify the model’s skin tone. This technique assists businesses in increasing their inclusiveness and expanding their market reach. Deepfake technology can also assist in translating videos into different languages, should that be necessary. At the touch of a button, marketing messages may be tailored to a specific geographic area.
How Marketers Can Benefit From Utilizing Deepfake in Their Campaigns
Despite the negative way some individuals utilize deepfakes, marketers may leverage this technology to bring their campaigns to life in a far shorter time.
Imagine you were able to get one of the most influential people in the world for your campaign. Instead of asking them to record a video for several hours, you only need a stockpile of digital material. The remainder is handled by artificial intelligence and machine learning. You might also draw inspiration from past figures who had an impact, such as Audrey Hepburn or Marilyn Monroe. Because there is a multitude of video and audio recordings of them, marketers can employ their image in a deepfake to increase their campaign’s effectiveness.
Brands may differentiate themselves from the competition by using deepfakes to submerge the customer in an experience related to purchasing completely. For instance, a customer’s face may be superimposed over the body of a model so that the customer can have a better idea of how the garments will appear on them.
Nostalgic Ad Campaigns
One well-known use of deepfake technology was developed by State Farm. The insurance company produced an advertisement for the documentary series The Last Dance by superimposing a video from the 1998 episode of Sportscenter to give the impression that Kenny Mayne had foreseen the series. This deepfake was built only for amusement, and it evoked feelings of melancholy among viewers who were alive during that historically significant era for the Chicago Bulls basketball club.
Demonstrations of the product might provide buyers with an immersive experience. Marketers might develop individualized demonstrations that show the real customer using their product rather than utilizing the same b-roll for all of their clients. That couldn’t possibly be much more in-depth or intimate, could it? This technology is not fading, and its capabilities will expand with time.
Deepfake technology carries with it several benefits in the realm of digital marketing. Deepfake videos let companies make their marketing dollars go farther and reach new audiences, even though this practice raises ethical concerns. As long as marketers refrain from running campaigns to harm customers, deepfakes can potentially benefit both the brand and the customer by producing a more individualized and immersive experience.