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In the next decade, deepfakes will become a common feature of mainstream advertising. Deepfake technology enables people to create realistic images and videos which can be used for various purposes, from entertainment to propaganda.
This technology has received increasing attention recently due to its potential applications in news, politics, and advertising.
University of San Diego researcher in digital innovations in marketing and advertising, Associate Professor Colin Campbell, said, “Imagine ads that skip the model entirely and show you wearing the clothes – something similar to the futuristic ads in the 2002 film Minority Report.”
Researchers have warned that deepfakes could pose serious risks if not adequately regulated. For example, deepfakes could be used by malicious actors to spread false information or manipulate public opinion.
Moreover, there is also a risk of advertising becoming more persuasive if it involves deepfakes. Therefore, proper regulations must be implemented to protect consumers from the potential misuse of this technology.
At the same time, deepfake technology has many potential benefits for advertising. By using realistic images and videos, companies can create more engaging content that will attract consumers’ attention. Furthermore, this technology can also be used to personalize advertisements according to individual preferences to make them more effective.
In a recent interview, the CEO and co-founder, Tom Graham said, “Many people think of deepfakes as just face swapping, but it is also used to describe a wide range of AI-created media that I call ‘synthetic content’,” he explained.
“Even at this nascent stage, the technology is being used in many fascinating ways, from realistically cloning voices of people who have lost the ability to speak and deageing celebrities, to generating entirely new content.”
As a result, researchers have raised important questions about the risks associated with deepfakes. They will likely become an integral part of mainstream advertising over the next decade.
Thus, proper regulations are implemented as soon as possible to minimize potential negative consequences.
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