What is Deepfake Technology, and How Can It Be Used for Marketing?
Computers keep getting better at simulating reality. We already rely on computer-generated graphics, sets, characters, and scenes in movies and TV shows, and they are indistinguishable from reality. Recently, deep fake technology has been used to replace a person’s likeness, and it has been receiving a lot of press, both good and bad. In this article, we will look at what it is and how it is being used in marketing.
Understanding Deepfake Technology and How it Works
Deepfake technology is a technology that uses deep learning, which is a branch of machine learning, to create a duplicate. Several techniques are used to create deepfakes, but the most common uses Artificial Intelligence (AI).
Computers running artificial intelligence algorithms are fed source data for the person (target) to be used as the basis of the deepfake. These can be images or videos taken from different angles. It is then fed source data for the person who will be inserted in place of the target.
The deep learning AI will then study the replacement, find common features with the target, and finally replace the target with the new image. Once this process completes, engineers can use Generative Adversarial Networks to remove the flaws found in many deepfake videos and images.
So, how is deepfake technology used in marketing?
To Create Dynamic Campaigns Using Influencers
Influencers, especially celebrities, are very busy and might not have the time to do a proper video or photo shoot. If you have the right technology, they do not have to do this. All they need to do is provide you with 20 to 60 minutes of video and audio.
You can then create dynamic campaigns and content using this. To increase your campaign’s reach, you can even have the influencer speak different languages to increase your brand and its message’s reach.
Simulating Product Ownership
Marketing teams can also use deepfake technology to simulate product ownership. This is done by creating deepfake videos and images of customers wearing or using your products. Users can browse through your products to see which one works best for them.
Research shows people are more likely to purchase if they feel like they already own the product. Deepfake technology can make this possible and is even available on mobile devices that are powerful enough.
Creating Hyper-Personalized Campaigns
Deepfake technology is also used in the fashion industry to create hyper-personalized campaigns. This is where companies use the technology to show models of different weights, heights, and skin tones wearing their products.
With the average person bombarded with hundreds to thousands of AIs every day, using this technology to help potential customers see themselves as part of the brand can be incredibly useful in getting through the noise.
Creating these hyper-personalized campaigns can also help brands see the benefits of personalized marketing, as they can create shopping experiences targeted toward multiple buyer segments and demographics.
While it has been in the news for the wrong reasons and can be abused, deepfake is still incredibly useful in numerous ways. In particular, it can be of massive help to marketers looking to create better campaigns and see the best return on investment.