There is a lot of buzz going on right now around the web showing examples of AI-generated videos called “DeepFakes” and the potential implications of this technology is mind-blowing. If you haven’t seen these videos (here is a link to a website that specializes in showcasing the creations WARNING: these videos contain nudity and is NSFW), they are made using the a celebrity’s image, and superimposed onto another video, often x-rated. But, x-rated content isn’t the only use for this technology.
A very convincing video showing Obama giving a speech shows the inevitability for this technology to creep into the political and business sectors, as well. The biggest problem is these “DeepFakes” appear very, very real and are getting better every day. What does this mean for your marketing efforts? Well, since this is still a new field and largely unregulated, it can have either a positive or a negative impact on marketers.
- Could lead to innovative video marketing techniques
- May potentially lead to access to new content genres
- Easier to make entertaining content that will keep your audience engaged
- Has already started to add new jobs to the labor market, both in content creation and legal issues
- Potential for use in therapy, like coping with the loss of a loved one
- It’s easier for competitors to create false and misleading content which can hurt your company’s reputation and lead to legal battles to defend yourself
- Could lead to legal battles in other ways such as copyright infringement, slander and more
- Using “DeepFakes” may lead to losing the trust of your customers, partners and vendors
- Some social media sites are already beginning to ban the use of these videos, but it doesn’t mean they can catch every single one
Whether you decide this is something that can be used as a force of good or as a force of evil in marketing endeavors, one things is for sure: The battle over the use of this technology is only just beginning. We are sure to see some interesting ramifications and innovations surface in the coming years.