Driven advertising is becoming an increasingly common phenomenon in marketing. Techniques like deepfakes leverage artificial intelligence and machine learning to create convincing, lifelike synthetic copies that are nearly undetectable to consumers.
New research from Swinburne University of Technology shows how companies and marketers are likely to use deepfakes in “Preparing for the Age of Deepfakes and AI-Generated Advertising: A Framework for Understanding Responses to Audiences.” with manipulated advertising” published in Advertising Magazine
Until now, synthetically-produced content has been mostly user-generated, often with technologists demonstrating their AI prowess by training the AI to swap faces or voices. actors or politicians are very different. Much of this user-generated content is clearly fake. The intention of the producer is less to deceive and deceive the audience, but to create humor and show the hidden potential of this emerging technology.
Advertisers will be able to create poignant stories indistinguishable from the truth — including our own poignant stories in advertising — though experts say there will be It is beneficial to stay away from things that are too real or exact.
Researcher on digital innovations in marketing and advertising, Associate Professor Colin Campbell, said, “Imagine ads that completely skip the model and show you’re dressed — what That’s similar to the ad of the future in the 2002 movie, Minority Report.
“It’s a concept that can be too intimidating for many consumers. There’s a lot of research that shows more positive effects when consumers see people like them in advertising. Brands can tailor ads by delivering deepfake models that match your exact ethnicity, height, wearing clothes similar to what you previously bought or liked online, standing on the street near home or work your business using data extracted from social media, retail sensors, or loyalty programs.
“These personalized ads can drive more sales and improve reputations for brands, as long as they don’t pass undue consumer scrutiny — resulting in privacy concerns and feelings of vulnerability from consumers. “
“Marketers will try to make ‘real-life’ snack items that appear ‘real.’ But we also have a study that shows that consumers may be more forgiving of things. obvious virtual influencers.
Colin Campbell et al., Preparing for the Age of Deepfakes and AI-Generated Advertising: A Framework for Understanding Responses to Manipulated Ads, Advertising Magazine (In 2021). DOI: 10.1080 / 00913367.2021.1909515
Swinburne University of Technology
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